will.i.am launches eyewear collection

will.i.am has launched his first eyewear collection with the ill.i Optics brand.

The Black Eyed Peas star and The Voice mentor has given creative direction for the frames, which have been designed by his friend George Gorrow.

“I see a gap in the world of eyewear and this is my instalment of what I feel is missing,” said will.i.am.

“I want this to be an honest brand – it’s about dedication and passion.”

The glasses will be in shops from September 2014 and be accompanied by a multi-channel advertising campaign.

Included in the collection will be progressive sunglasses and optical styles for men and women drawing inspiration from 1980s hip-hop.

The brand follows will.i.am’s other innovation outlets, including the recent launches of the i.am+ foto.sosho camera accessories.