OWNDAYS plays the game with first-ever Squid Game eyewear collab

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Japanese eyewear brand OWNDAYS is betting big on fandom and pop culture with its first collaboration with Netflix’s global phenomenon Squid Game just in time for the hit series' third season.

The limited-edition range features six new eyewear designs in two colours each, all drawing from Squid Game’s most iconic visuals from the green player tracksuits and Young-hee doll to the surreal maze of pastel staircases. The show elements are then reimagined as bold, wearable statements for fans.

In addition, OWNDAYS is packaging the collection with unmistakable nods to the show’s dark themes. Each pair comes in a case styled after the ‘coffin’ used for eliminated players, with a soft pouch that doubles as an eyeglass wipe featuring graphic cues from the series. A mirror smartphone grip stamped with the number 456 rounds out the drop for collectors looking for a finishing touch.

Don't miss: Netflix MY teases Squid Game takeover ahead of season three launch

Highlights include the 'Tracksuit' model, which echoes Player 456’s signature green with numbered temples; the 'Young-hee' model inspired by the unsettling 'Red light, green light' doll; and the 'Piggy Bank' design, taking after the jackpot that loomed above desperate contestants.

The 'Frontman' model, 'Staircase' model and 'OX' model riff on other familiar elements, layering subtle details for fans to discover.

To amplify the launch, OWNDAYS is driving in-store footfall with a free eye test and a limited-edition dalgona cookie as a playful nod to the nail-biting candy challenge from season one.

The brand is no stranger to pop culture pairings, but this marks its first move into the Squid Game universe, tapping into Netflix’s built-in global audience and the hype around the series’ return.

Aside from OWNDAYS, brands such as JINRO and American Tourister have also taken a stab at their own collaborations.

The soju giant unveiled a limited-edition Chamisul bottle line inspired by the show's new characters and expanded universe earlier in the month.

Meanwhile, travel got deadly stylish with a limited-edition luggage collection inspired by the show's most popular elements in American Tourister's May campaign.

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