DuckDuckGo launches privacy‑focused “Normal F***ing Sunglasses”

DuckDuckGo partnered with California eyewear brand Knockaround to release a pair of sunglasses called “Normal F***ing Sunglasses”. Priced at about €30, the glasses contain no battery, camera, microphone, AI or any electronic components, offering only UV‑400 polarized lenses. The product was marketed as a tongue‑in‑cheek response to Meta’s Ray‑Ban smart glasses, which have drawn criticism for covert recording capabilities. DuckDuckGo highlighted the absence of data‑collecting technology as a privacy statement, while the launch video spoofed typical tech‑product keynotes. Within days the limited stock sold out, underscoring consumer interest in a non‑connected alternative.

The stunt reinforces DuckDuckGo’s long‑standing anti‑tracking brand identity and positions the company against the trend of embedding surveillance features in everyday accessories.