You can be on Entrepreneur’s cover!

Wish You Could See the World Through an Instagram Filter? Now You Can. Tens, a sunglass company, which provide a 'real life photo filter' has more than doubled its crowdfunding goal on the first day of its Indiegogo campaign.

By Laura Entis

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Instagram's central appeal lies in its filters which, depending on the one you choose, can magically render an otherwise generic image of your breakfast artistic, nostalgic or cheerful.

Ever think it's kind of a bummer that this effect is constrained to just Instagram? Or daydream about living in a world enhanced with sepia toned warmth? If you answered 'yes' to either question, Tens thinks it has a product for you.

Today, the Edinburgh-based brand launched an Indiegogo campaign for its sunglasses, which provide "a real photo filter" (essentially, they allow you to view the world through an Instagram-like tinge).

You may think, "Isn't this exactly the same as those variety yellow-tinted shades already on the market?" Tens co-founder Marty Bell would argue no.

"We focused predominantly on the way the bright sunlight was filtered -- paying close attention to filling highlight colors with subtle [yellows and oranges], adding saturation in the green and blues, particularly the sky tone," Bell explained to The Creators Project. "In unison this coloring boosts the saturation of what the wearer sees while blocking out harmful rays."

Related: Become a Crowdfunding Wizard: 8 Tips You've Probably Never Heard Before.

It's easy to mock the project, as it's dripping with a millennial-specific preciousness. (Tens promotional video runs like an advertisement for hipsterdom.) But as of this writing, Tens has already raised over £28,800, more than tripling its £9,400 goal. Clearly, it's struck a chord.

Tom Welsh, one of the project's creators, says his main goal is to make wearers happy by "taking what's in front of us and making it look the best it can possibly look." He came up with the idea three years ago. A professional photographer, Welsh was constantly taking pictures of friends and then color-correcting them, saturating blues and greens while amping up warmer tones to produce a friendlier, more aesthetically pleasing finish.

Wouldn't it be cool, he thought, if the world looked like the one in all his photographs?

Instagram wasn't yet the cultural phenomenon it is today, and Welsh insists Tens wasn't created with the photo-sharing platform in mind. That said, it hasn't hurt Tens to have a powerhouse company associated with its product.

Thanks primarily to the photo-sharing network, an entire generation has embraced the filter. Explaining the concept behind Tens sunglasses to older folk, Welsh finds, is often a struggle while those his age and younger instantly get it.

Related: This New Service Will Print Your Digital Photos for Free -- With a Catch

Now that the campaign has already reached its crowdfunding goal, Welsh says the plan is to expand the number of available frames. Down the line, Tens may create additional filters, but for now, the company is putting all its eggs in one sepia-tinged basket. "For us, the most important thing is the emotional experience," Welsh says. "It's not just the warmth of the lens, it's the saturation of the tones. Our sunglasses make you feel warm inside; they heighten your senses a little bit."

But what if wearers get too attached to seeing a world that's warmer, more vibrant than reality? "You can keep them on as much as possible," Welsh says.
Besides looking cool, the sunglasses are also quite durable. The lens consists of UV400 protection, blocking all harmful rays, and are scratch resistant.
Filter-happy folks can preorder a pair of Tens now for a minimum Indiegogo pledge of £36 (about $61) with free shipping anywhere in the world.
Laura Entis is a reporter for Fortune.com's Venture section.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business Solutions

Get 20% off Windows 11 Pro and Pay Just $32 Through April 16

Use code ENJOY20 to get a lot more done in less time with Windows 11 Pro thanks to its improved professional and productivity features.

Growing a Business

Want to Be the Next Apple? Here's the Secret Sauce Used By Steve Jobs to Build Consumer Trust

There are many marketing and branding strategies out there — but here's the one Steve Jobs used grow Apple.

Franchise

Looking for a Spotless Investment Opportunity? Discover the Best Cleaning Franchises to Own in 2024.

From sparkling floors to polished windows, clean your way to success with the best cleaning franchises, according to the 2024 Franchise 500 Ranking.

Growing a Business

How to Build a 'Brand Vault' For Your Business – With a Little Help From Steve Jobs

No matter how big or small your business is, use Steve Jobs' philosophy to get greater customer satisfaction.

Growing a Business

Here's How Steve Jobs Dealt With Negative Press and Avoided Brand Disasters

The best way to grow your bank account is to avoid major withdrawals. The same can be said about your brand.

Business News

A Look Inside the Company That Is Making $500 Million a Year Serving Italian Beef Sandwiches Made Famous by 'The Bear'

Portillo's CEO Michael Osanloo shares his secret to keeping hungry customers coming back again and again. (Hint: It requires a lot of napkins.)