Google to Back Gentle Monster with $100M Investment, Reports Say

• Google has reportedly signed an agreement to invest $100 million for a ~4% stake in Gentle Monster’s parent company.
• The move follows Google’s unveiling of Android XR, with Gentle Monster named as a launch partner for its upcoming smartglasses.

According to KED Global, Google has reportedly signed an agreement to invest approximately 145 billion won (around $100 million) in Gentle Monster. While the report names the brand, the equity stake is understood to be in its parent company, IICOMBINED, giving Google a roughly 4% share. The deal signals Google’s renewed push into the consumer smartglasses market, this time with a fashion-first approach.

Gentle Monster was founded in Seoul, South Korea, in 2011 by Hankook Kim, who still remains the creative force behind the eyewear brand. It is known for its high-fashion eyewear and immersive gallery-style retail experiences, which resonate with Gen Z and millennial consumers, especially across Asia.

At Google I/O, Google announced its partnership with Gentle Monster and Warby Parker as key eyewear brands it will work with to bring Android XR smartglasses to market. The glasses, which are reportedly set to debut in 2026, are expected to support real-time translation and include a built-in AI assistant powered by Gemini.

This is not Google's first time teaming up with eyewear and fashion brands. In 2013, it announced a partnership with Luxottica, the parent company of Ray-Ban and Oakley, to distribute Google Glass. While that early effort ultimately pivoted to enterprise use, it marked one of the first attempts to merge wearable tech with fashion.

This development comes on the heels of the launch of Oakley HSTN, an AI-enabled eyewear line from Meta and Oakley aimed at active users. Meta is also expected to introduce a Prada-branded version of its smartglasses as early as the end of this year. In July of 2024, EssilorLuxottica confirmed that Meta may invest in the company, following a Wall Street Journal report that the two were in talks over a potential 5% stake in the French-Italian eyewear group.

This story is developing and will be updated as more details emerge.

🌀 Tom’s Take:

Google’s reported agreement to invest in Gentle Monster is another clear signal that AR glasses are approaching mainstream adoption. It also highlights how eyewear brands are evolving into tech players, as wearable technology emerges as the next major consumer platform.

Disclosure: Tom Emrich has previously worked with or holds interests in companies mentioned. His commentary is based solely on public information and reflects his personal views.

Source: KED Global