50 Cent is expanding his empire once again, and this time, he’s reaching into the world of eyewear.
According to Fast Company, the Queens native has invested in Gunnar Optiks, which specializes in digital performance eyewear—creating indoor and outdoor frames, as well as 3D shades.
50, who tweeted about the brand a few months back and included a picture [below], reportedly expressed interest in becoming involved with the company to co-founder Jennifer Michelsen after seeing billboard advertisements. Not only is he now an investor, but he’s functioning as the face of the company and an endorser in many ways, as exhibited by the tweet. 50 will also help to bring other celebrities on board; B.o.B. has already signed an endorsement deal with the company, as has 50′s November XXL cover-mate, Soulja Boy. Manager and industry vet Chris Lighty is also an investor.
Typically, Gunnar Optiks frames retail between $70 and $200. —Adam Fleischer