FORA has always been about more than eyewear. It’s about challenging the ordinary, embracing creativity and seeing the world with a fresh perspective. Over the past decade, we’ve worked tirelessly to redefine the eyewear industry, combining craftsmanship, innovation, and individuality in every pair of frames we create.

But vision isn’t just about the present—it’s about looking ahead. As we reflect on our journey so far, we’re setting our sights on what’s next. With a clear purpose and the same passion that brought us here, we’ve outlined 10 missions to guide FORA into the future. These are our commitments to evolving as a brand, supporting our community, and protecting the planet.

1. Elevate eyewear design

Design is at the core of FORA’s identity. Our mission is to continue pushing creative boundaries, combining timeless styles with modern influences.

In the coming years, we’ll explore new materials, experiment with unconventional shapes, and refine details that make our frames instantly recognizable. Collaboration will play a vital role, as we work with creatives from diverse fields to bring fresh ideas into our eyewear.

2. Reach new markets

FORA has always been a brand for everyone, and our goal is to make that a reality on a global scale.

As we look to the future, we aim to bring FORA eyewear to more markets, ensuring that more people around the world have access to high-quality, stylish frames. Whether through new retail locations, partnerships, or online channels, we’re committed to making FORA a global name while staying true to our roots. Expanding accessibility is not just about reaching new places—it’s about connecting with new communities and sharing the unique FORA experience everywhere.

3. Global reach, local soul

Growth is inevitable, but staying grounded is a choice. As FORA expands into new international markets, we’re committed to preserving the local spirit that defines us.

Every store, campaign, and experience will stay true to our roots, blending global ambition with the authenticity that has always set FORA apart. Whether you’re visiting us in Lisbon or Tokyo, the essence of FORA will remain unmistakable.

4. Innovate through technology

The intersection of technology and fashion is an exciting frontier, and FORA is ready for it. We’re leveraging innovation to create smarter, more functional products and services.

This includes lenses that adapt to your lifestyle—whether it’s enhanced blue light protection for work or transitions for outdoor adventures. We’re also enhancing digital tools, allowing customers to customize designs with precision and book their exams at our stores. Innovation will ensure that our brand is as forward-thinking as it is stylish.

5. Foster artistic collaborations

Creativity thrives in collaboration. Over the next decade, FORA will deepen its partnerships with artists, designers, and creative visionaries to produce unique, limited-edition collections.

These partnerships will go beyond aesthetics. They’ll tell stories, challenge norms, and celebrate the fusion of art and eyewear. Every collaboration will be a chance to widen our community and connect with different audiences.

6. Enhance customer experience

Customer experience is everything. We want every interaction with FORA—whether in-store or online—to feel effortless and personal.

Our focus is on creating spaces and platforms where customers feel inspired and valued. This means improving digital interfaces, introducing personalized styling services, and curating immersive in-store experiences. At FORA, you’re not just a customer—you’re part of the journey.

7. Empower individuality

Eyewear is deeply personal, and our mission is to celebrate that individuality. No two people are the same, and neither should their frames be.

We’re expanding our range of styles, and colors to cater to every face shape and personality. Customization will also play a key role, allowing customers to design eyewear that reflects their unique identity.

8. Expand eye care services

At FORA, we believe eye care should be convenient and accessible. That’s why we’re expanding our efforts to take professional eye exams outside the traditional store environment.

Whether it’s through partnerships with companies or other organizations, we’re bringing our vision expertise to where people need it most. By offering eye screenings in workplaces, events, and other accessible locations, we’re making it easier than ever for individuals to take care of their vision. This initiative reflects our commitment to not only providing exceptional eyewear but also ensuring the health and well-being of our customers.

9. Redefine longevity

The world doesn’t need more disposable products. FORA is committed to creating eyewear that lasts—both in design and durability.

We’re focusing on timeless styles that never go out of fashion, paired with materials that withstand the test of time. Repairability will also be a key focus, with services that allow customers to extend the life of their glasses rather than replace them. Longevity isn’t just sustainable—it’s essential.

10. Prioritize sustainability

Sustainability is not just a goal for FORA—it’s a responsibility we embrace to shape a better future.

We are taking steps to reduce our environmental impact, starting with a transition to bio-acetate, a sustainable material that maintains the quality and style our customers value. Additionally, we are advocating for the use of recycled and bio degradable materials for our online packaging and for conscious energy use at our physical locations. Sustainability is and will be at the core of every decision, proving that style and environmental care can—and should—go hand in hand.

A vision for the future

These 10 missions aren’t just goals—they’re the foundation of what FORA stands for as we look to the future. From revolutionizing design to empowering communities and embracing sustainability, every step we take is guided by a vision to inspire change and create meaningful connections.

We couldn’t have reached this milestone without you—our community. Your trust and support have been our greatest motivation, and we’re excited to take this next chapter together.

Here’s to a future defined by vision, purpose, and possibility.