Ugly Fish Eyewear

Ugly Fish Logo

The Ugly Fish Story

Ugly Fish is a leading eyewear label from Australia. They specialise in sports polarised sunglasses, motorcycle goggles, sunglasses and safety glasses for active people with attitude.

In 2001 Piranha Eyewear Pty Ltd opened its doors and the “Ugly Fish” brand was born in 2003 with the polarised range launched in the fishing and boating markets. The motorcycle range was launched in 2005.

Due to expansion (always a good thing), the company relocated from Sydney to larger premises in Wollongong (and for the coastal lifestyle of course!). International expansion commenced in 2005 though exporting to New Zealand and other countries quickly followed.

2008 saw the launch of the Safety Eyewear Range and the move to the current location of Fairy Meadow, once again needing larger premises.

The “Everyone’s Ugly” campaign was launched in 2010 with a slick redesign of the logo. Awesome stuff. In 2012, online shopping became a bit of a thing, so an ebay store was launched.

In celebration of the ten year milestone in 2013, the “Ugly Since 2003” campaign was launched. We cannot wait to see what is in store for this company the next 10 years."

Although this trendy brand sounds a bit whacky and irreverent at times, they take their business of protecting your eyes very, very seriously. The extensive, innovative and stylish range of Ugly’s are designed to protect your eyes from the harshest conditions, whether it’s the sun’s glare and harmful UV rays or random flying objects, whilst keeping your vision crystal clear.

Perfect for active people who does not want to worry about their vision, glare or eye safety whilst giving everything they’ve got for what they are busy with at the time.

If you are looking for sunglasses with attitude, this brand has bucket loads of it. If you haven’t wrapped a pair of Ugly’s around your head it’s about time you try. After all... Everyone’s Ugly!

Ugly Fish - Ugly Ride

Ugly Fish products include sunglasses/goggles to suit your lifestyle:

  • Get Wet - fishing, boating, jet ski
  • Take a Ride - cruiser, sport/touring
  • Gear Up - work hard
  • Hit the Road - driving
  • Play Hard - cycling, golf, running, sky diving, triathlon
  • Get a Life - social

The above ranges include prescription, polarised, photochromic and safety lenses and also accessories to keep your Ugly's in tip-top shape.

Visit the Eye Protection Page for prices on some of the Ugly Fish Sunglasses we stock. For more information on Ugly Fish and their Ugly products, visit: