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Oakley cooking up its own smart glasses, hoping to trump Project Glass with improved style

Tim Stevens

Oakley's Thump glasses haven't exactly succeeded in fending off the competition when it comes to portable music playback, but that isn't stopping it from working feverishly to develop the next round of vaguely intelligent eyewear. CEO Colin Baden told Bloomberg that the company has been toying with ways to project information onto sunglasses since 1997, hoping to start by augmenting the world of sports before ultimately blending into more consumery pursuits with shades that could run solo or pair up with a smartphone. Functionality is only part of the puzzle, says Baden, as aesthetics play an important role. "People get very particular when they put stuff on their face." This, perhaps, explains the lack of sales of the aforementioned Thumps.

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