Any contact lens wearer will have boxes of lenses piled up in a bathroom cabinet. The boxes are usually white and covered in lots of small numbers and text, plus, crucially, the brand name and logo of a pharmaceutical giant. One glance at the design tells you contact lenses are not meant to be fun.
But a new mail-order company in Dubai is aiming to disrupt this stuffy marketplace with contact lenses arriving at your door in brightly coloured packaging, with jokey marketing messages and a pricing system that blows the big boys out of the water. If you were in any doubt about the cool factor of this new brand then the fact that it gets its name from Hoppípolla, a song by Icelandic indie band Sigur Ros, should be all you need to know.
Kristian Stinson and Charles Wright, entrepreneurs from the UK, are the founders of Hopi. Fed up, not only with the stigma attached to wearing glasses and contact lenses, but with the domination of big corporate pharmaceutical brands, they sought to shake things up.