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Meta is stepping out from behind the Ray-Ban brand.
The company unveiled a new line of smart glasses under its own name, offering multiple styles and colors without the EssilorLuxottica partnership that defined its entry into the category.
The move marks a meaningful strategic shift for a product line that has spent three years trading on borrowed brand equity.
Why Meta Leaned on Ray-Ban to Begin With Smart glasses have a branding problem with a long history.
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