When Edmonton entrepreneur Joey Hundert started his latest venture, he knew Yegwood (eco-friendly Wayfarer style shades) was a great idea, but he also knew he needed more than an event to spread the word. 

“The frames are all-natural woods, typically cut from one solid block of wood. We choose wood because it tells such a great story, whether it’s a recycled century-old abandoned bar, old maritime ships, or beetle-kill from B.C. This is visible in the constant grain patterns on our glasses, where the rings and sometimes even knots can be distinguished,” Hundert explains. 

While the concept is cool, it’s a mouthful to sell. So Hundert and his team got creative.

Relying on the old adage of a picture being worth a thousand words, the team decided to blend an event with a photo contest in order to test the market.

“We sponsored Sustainival, the eco-friendly carnival that took place at the Fringe Festival and that was our first public outing,” says Hundert. “People truly freaked out over our stuff. We held a photo contest at the Fringe and it sparked a huge wave of viral interest in our online story and story.”

In fact, over 30,000 people viewed the contest website during the 10 day festival.

The contest winner garnered over 500 votes alone.

That was enough evidence to get Hundert to organize a stand-alone event for the new line on Dec. 17 at DaCapo Cafe (8739 109 St.).

“We’re throwing a launch party to celebrate the new line of Yegwood sunglasses.”

In addition to being entertained by one of Edmonton’s most legendary DJ’s (Remo de Janeiro), Yegwood is hosting another photo contest where contestants sport one of the new pairs of shades, style it up, and get their photo snapped in a photo booth by a local pro.

The pics are then uploaded to Facebook and yegwood.com where people will vote for their favourite glam shot.

The winner walks away with a custom pair of wood frames worth over $400 and some cool art from Latitude 53. For more information, visit yegwood.com

Yegwood launch party is Dec. 17 at DaCapo Cafe