University friends Alexis Martel and Julien Couture founded Lunetterie Générale in Montreal in 2017, building the brand around a shared love of cinema and treating each frame as a piece of visual storytelling rather than a standalone accessory. Frames are designed in Canada and handcrafted in Sabae, Japan, using cellulose acetate and titanium, with production runs kept deliberately small. The look mixes French design refinement with a bolder, more American edge.