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William Morris brand is characterised by two Bs – British & Brilliant. Ever since their beginnings in 1996 they have brought designer eyewear to a wide audience. Their founder Robert Willaim Morris considers London – the city where he lives and works – to be the greatest inspiration in his creative process. An interesting fact about him is that he works on his new collection with a team for the whole 12 months, starting from the moment of releasing the previous one. This might be one of the reasons why his brand manages to keep being innovative and in line with the latest trends.