DuckDuckGo has teamed up with sunglasses brand Knockaround to launch a limited-edition pair of “Normal F*ing Sunglasses,” poking fun at the growing trend of AI-powered smart glasses.**
The privacy-focused search company says the glasses are designed as the exact opposite of AI wearables. They include no camera, microphone, AI assistant, battery, or electronics of any kind—just polarized lenses with UV400 protection and a lifetime warranty.
The product page describes them as “anti-surveillance sunglasses,” emphasizing that they never record, listen, analyze, or send data to the cloud.
The campaign is a clear jab at AI smart glasses such as Meta’s Ray-Ban glasses, which combine cameras and AI assistants to identify objects, answer questions, and interact with the surrounding environment.
The limited-edition sunglasses are available exclusively through Knockaround for $35 while supplies last.
The launch continues DuckDuckGo’s long-running privacy-focused marketing. Last month, the company also promoted its browser by highlighting its ability to block YouTube ads.