Nearly 45 years ago, the iconic rock band ZZ Top released its hit single “Cheap Sunglasses.” The playful party tune with a catchy beat and keen guitar riffs is still in heavy rotation on classic rock stations … and it also has an unintentional relevance in the vast (more than $4 billion in revenue for U.S. manufacturers in 2021, according to Statista) business of selling sunglasses.

The song’s subtext is that a woman wearing cheap sunglasses is more approachable than a woman wearing shades bearing a luxury designer’s logo or signature—but the reality is that plenty of inexpensive (cheap!) sunglasses protect wearers’ eyes better than high-priced choices purchased with fashion and status as priorities.

Sunglass manufacturers understand. There’s an exponentially growing trend toward products that get the job done inexpensively with quality materials and while protecting consumers’ eyes.

Tifosi Optics, Knockaround and Blenders Eyewear are among numerous sunglass makers whose offerings reflect the notion that more doesn’t have to cost more.

Joe Earley, founder and owner of Tifosi, and his wife Elizabeth were among the first to adapt. Former sales representatives for companies providing high-priced, aggressively marked sunglasses to athletes, the couple realized the products they were touting weren’t affordable to many consumers.

The result: Tifosi, the eyewear named after the Italian phrase for “fan,” started in 2003 and is based in Watkinsville, Georgia. The company’s lineup is sold in more than 120 locations in Florida, including the Bike Route, a cycling specialty store, and the Esplanade Golf & Country Club, both in Naples.

“What really sets Tifosi apart is accessible price points,” says Earley of Tifosi. “Our prices start at $25 for eyewear that would sell for over $100 with other brands.” Tifosi, like other manufacturers, uses polycarbonate lenses and provides UV protection. The brand’s top price is $79.95.

The American Academy of Ophthalmology, the international eyecare patient advocacy organization based in San Francisco, recommends only buying sunglasses that block “99% of ultraviolet rays.” Long-term exposure to ultraviolet radiation in sunlight is linked to cataracts and eye growths, including cancer.

Plastic and glass lenses absorb some UV light, but UV absorption can be improved by adding chemicals to the lens material during manufacturing or by applying special lens coatings.Sunglasses must meet federal impact standards for safety. Plastic lenses are less likely than glass lenses to shatter when hit by a ball or stone. Most nonprescription sunglass lenses are plastic. Polycarbonate plastic sunglasses, used in many sports, are especially tough, but scratch easily. If you buy polycarbonate lenses, scratch-resistant coatings are recommended.

Polarization to reduce reflected glare is an important feature. Activities from driving to alpine skiing to fishing are best practiced while wearing polarized sunglasses. The reduction in glare can help prevent glaucoma and macular degeneration. Polarized lenses have been specially treated with a thin chemical film, which contains molecules that block a portion of the light waves.

“Quality frame and lens materials like we use to make the sunglasses are not only more comfortable for the wearer but will last far longer than many products at a similar price,” says Earley. “Quality lens materials like our polycarbonate lens provide UV protection and protection while using the eyewear for different sporting activities.

“Our sunglasses are packed with technical features like nose pads that will not slip, and our lifestyle products have Tifosi Glide technology, which does not pull hair. We also offer a lifetime warranty.”

Like Earley, Ed Rainey, chief operating officer of San Diego-based Knockaround, helped build a company via frustration and necessity. He lost a pair of expensive sunglasses and knew all too well the cost of a replacement pair. Knockaround, marketed as the “original, affordable sunglass brand” was born in 2005. Its sunglasses range from $28 to $50.

Knockaround founder Adam Moyer named his company after his father’s fondness for a pair of sneakers he kept in the garage.

“He called them his ‘knockaround sneakers,’” Moyer says. “He could count on them, they were dependable and if you lost them or broke them, no big deal. The Knockaround name seemed like a natural fit—like, I’m just going to knock around this pair of sunglasses.”

Blenders Eyewear, also headquartered in San Diego, began in 2012. Surfer and company founder Chase Fisher had $2,000 (a loan from a friend) and wanted something different from his sunglasses. The result, a selection of glasses that represents the colorful nature and outdoor lifestyle of Southern California beach communities—or the ways of any beachfront community.

As a surfing coach, Fisher spent long days in the sun, with sand and water as his office. He noticed the designer eyewear of beachgoers—Gucci to Oakley to Ray-Ban—but couldn’t afford those styles. Instead, he wore cheap neon green models purchased at a local Target, and received plenty of compliments just like beach patrons wearing high-dollar eyewear.

Blenders, which cost $29-$89, was born, and quickly expanded from an original order of $300 to more than $1 million in revenue within three years. Italian eyewear company Safilo Group acquired 70% of the company in 2019. The value of Blenders was estimated at $90 million.

Cheap sunglasses? Yes. A vast industry where less means success? Yes to that, too.