About Us

Square Eyes wasn’t built in a boardroom.

It started after an optometrist mentioned blue-light glasses to me. I wasn’t looking to start a business — I was simply trying to get through the evenings with three children. Like a lot of parents know, when the kids don’t sleep well, nobody does.

I bought some inexpensive blue-light glasses to try. In our family, they made a noticeable difference. My children settled more easily in the evenings when they wore them while using their devices, and they’ve kept wearing them ever since.

I noticed something similar myself. I love reading before bed, but reading Kindle on my phone could leave me feeling wide awake. When I wore blue-light glasses, it felt more like reading a real book, and I found it easier to wind down afterwards.

That sent me down a rabbit hole. Over the following months, I researched children’s vision, blue light, UV exposure, lens technology, safety standards, suppliers and manufacturing. I wanted to understand what genuinely mattered — not simply what was being marketed.

The biggest discovery was that the conversation couldn’t stop at blue light. Children’s developing eyes are particularly vulnerable to UV exposure, and living in New Zealand and Australia, where UV levels can be extremely high, I realised protecting their eyes should feel just as normal as protecting their skin from the sun.

That was the turning point.

I wasn’t interested in creating another blue-light glasses brand. I wanted to make stylish eyewear designed specifically for children, with UV400 protection and blue-light filtering built into every pair — not one or the other.

Along the way, other children started asking about the glasses, and mine genuinely wanted to wear them. That mattered because protection only helps when children will actually put the glasses on.

These days, wearing their Square Eyes glasses is simply part of our family routine. In the evenings, especially around screens, they put them on without being asked. During the day, they’ll often keep wearing them because they genuinely like how they look and feel.

“This brand is what I needed when I was growing up — a voice that said you don’t have to make yourself small.”

Square Eyes protects children’s vision. Literally, with UV400 and blue-light protection built into every pair. And metaphorically — their creativity, their confidence and their right to be exactly who they are, loudly.

We’re not anti-screen, and we’re not here to make parents feel guilty. You’re already doing your best. We simply wanted to make one thing a little easier — and a lot cooler.

Every purchase gives back, too: 5% of every sale, not just the profit, goes towards causes our customers help choose. Read more about that here.

Vision of Change. That’s not just a tagline. It’s the whole point.

— Tobie Erceg, Founder