The next-generation eyewear brand merging cutting-edge liquid-crystal technology with contemporary fashion design. Known for its instantly adjustable HVL™ smart-tint lenses and sleek, style-driven silhouettes, Chamelo creates eyewear that adapts to light, lifestyle, and personal expression with a single touch.
From audio-enabled streetwear frames to ultra-light integrated designs, Chamelo blends innovation, culture, and craftsmanship to redefine what modern eyewear can be.
Headquartered in New York with creators and collaborators around the world, Chamelo continues to push the boundaries of wearable technology, inviting everyone to Be different. See different.
The Covington Story
Chief Executive Officer and Chief Marketing Officer at Chamelo. More than 15 years of experience launching and scaling global consumer startups. He has driven seven- and eight-figure growth through innovative, data-driven strategies, leading to two successful exits.
A recognized marketing thought leader and crowdfunding expert, Reid has raised more than $70 million across multiple campaigns and helped shape best practices in e-commerce and digital marketing.
He graduated at the top of his class from Williams College and has been featured in Entrepreneur, Forbes, and VentureBeat, as well as twice on CBS’ Innovation Nation.
What was the genesis of Chamelo and what year did it become operational?
Chamelo was inspired by the chameleon -able to change color instantly based on its environment. That idea became the foundation for our eyewear: lenses that adapt instantly to changing light.
Whether you’re teeing off in early morning light or finishing a round under bright afternoon sun, Chamelo lets you dial in the exact tint you want.
The company was founded in 2022, with a focus on bringing real, functional innovation to eyewear.
What differentiates Chamelo from your competitors?
Simply put, speed and control. Chamelo is the only lens on the market that can electronically change tint in 0.1 seconds. That’s roughly 1,800 times faster than traditional photochromic lenses.
Unlike fixed-tint or photochromic sunglasses, Chamelo gives the wearer instant, manual control, so you’re never waiting for your lenses to catch up to changing conditions.
We’ve also tested the difference on the course. Traditional golf lenses, like those optimized for reading greens, work well only when you’re putting. Outside the green, that same high-contrast tint can actually be distracting.
Chamelo solves that by letting you adjust tint throughout the round: lighter on the fairway, darker on the green. That ability to fine-tune contrast at each stage of play makes a noticeable difference in clarity, comfort, and confidence.
Who is your customer?
Our customer is active, tech-curious, and values performance and style. In golf specifically, we see strong adoption among men and women ages 25–55, skewing slightly male, but very much a unisex product.
We also see strong interest from older golfers who appreciate better contrast, eye comfort, and all-day adaptability.
Is there a different approach in how men and women select eyewear?
Style preferences can vary, but function matters equally.
Our frames are designed to be unisex, and while sport silhouettes may lean more traditionally male, we see many women choosing and loving the same performance frames, especially on the golf course.
The key driver across genders is fit, comfort, and visual clarity.
Approximate sales split: green grass shops, brick-and-mortar retail, and online?
Today, sales are roughly 50/50 online and offline.
Offline includes both green grass shops and broader retail. Looking ahead, we expect offline retail, especially golf-specific locations, to grow as more players want to try the technology in person.
Golfers tend to shop omni-channel: discover online, test in store, then purchase where it’s most convenient.
Define customer service.
Customer service means confidence and peace of mind. To ensure that we offer a 30-day, no-questions-asked guarantee, a one-year warranty, and a highly responsive support team. Golfers can play multiple rounds in the glasses and return them if they’re not fully satisfied. We also invest heavily in training our retail partners so customers get clear, knowledgeable guidance at the point of sale.
How do you gather customer feedback, and has it influenced product development?
Feedback is central to everything we do. Every customer is asked how they use their Chamelo glasses, and golf consistently comes back as the top sport use case.
That insight directly shaped our golf-specific product roadmap.
We also analyze reviews and direct feedback, which has influenced upcoming lens features and frame designs launching later this year.
If you could change one thing in golf, what would it be and why?
I’d say speed of play.
Golf is incredibly rewarding, but it’s also a big-time commitment.
More flexible or faster-play formats could make the game more accessible – especially for younger players balancing busy schedules – without losing what makes golf special.
Biggest challenges, short- and long-term?
Early on, demand significantly outpaced supply. That’s a good problem to have, but still a challenge.
Long-term, eyewear is a category driven by personal preference, so offering enough styles and fits without over-complicating the lineup is an ongoing balancing act.
What strategic responses are you implementing to address those challenges?
We’ve spent the last six months scaling manufacturing and can now produce up to 50,000 units per month, with room to grow.
On the product side, we’re taking a lean, feedback-driven approach – launching thoughtfully, then expanding styles and prescription options based on real customer demand rather than guesswork.
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