The name DIFF was inspired by the word DIFFerence. That is our goal. Puns aside, this company was developed on the belief that the eyewear industry needed change and we wanted to make a DIFFerence. Currently, one company owns over 80% of the global eyewear industry. And like any unregulated monopoly, the higher they price their products the more money they pocket. Designer sunglasses do not need to cost nearly as much as they do.