Messaging app company Snapchat has declared its first gadget – shades with a built in camera.
The device, which the business is calling Spectacles, will go on sale later this year priced at $130 (£100).
The glasses will record up to 10 seconds of video at at time.
To Snap, Inc., Snapchat is renaming itself included in the announcement
The renaming determination underlined the business’s clear ambition to go a product that is highly favored by young folks, beyond the ephemeral messaging app.
An article printed by the Wall Street Journal on Friday revealed Snap’s 26-year-old creator Evan Spiegel in some images shot by renowned fashion photographer Karl Lagerfeld.
In an interview, Mr Spiegel explained his reasonable for creating Spectacles.
“It was our first holiday, and we went to [Californian state park] Big Sur for a day or two.
“And when I got the footage back and watched it, I could see my own memory, through my own eyes – it was unbelievable.
“It’s one thing to see images of an encounter you had, but it’s another matter to have experience of the encounter. It was the closest I’d ever come to feeling like I was there again.”
Prior to verification from Snap about the merchandise, news website Business Insider published a promotional video it located on YouTube revealing the merchandise.
Scenes will remind many of Google Glass, an ill fated attempt by the search giant to create smart glasses.
While Google Glass did get into the control of programmers at a cost of $1,500 each – the – around the world device never came close to being a consumer product. Development finally stopped, but insisted the thought had not been dead.
Perhaps its main defect was the public awareness though Glass was beset by hardware problems. Many saw it as troubling, privacy-infringing technology. At best, others merely considered it foolish-seeming.
However, with likely adoption by powerful celebs, and a much lower price point, Snap’s Spectacles stand a strong chance of being soon as cooler than Google’s attempt.
“If you have a look at the sorts of glasses millennials wear, the layout is very ‘in’,” implied Carolina Milanesi, a consumer technology analyst from Creative Strategies.
“Making them sunglasses helps hide the camera better, but additionally, it restricts the use somewhat – you’ll should be outside in day.
She added: “The name change is fascinating as it would suggest a change in focus away from messaging, which with Spectacles makes sense. Snapshot is perhaps becoming more about life-logging, content generation and story-telling.”
Based on the WSJ, Snap isn’t treating the unit as a significant hardware launch, rather a great toy that may have limited supply.
“We’re going to take a slow method of rolling them out,” Mr Spiegel told the paper.
“It’s about us figuring out if it fits into people’s lives and seeing how they like it.”