Unmatched technology fuses with extensive military and civilian optics experience to create the RLVNT brand
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FINLAYSON, MN (May 30, 2025) – The first thing people ask when they see the name “RLVNT” is “where did the vowels go?” Well, RLVNT is an acronym for “Solving Real Life Vexes with New Technology.” That, and “relevant” was already taken.
And science is what the advanced optics company is based on – cutting edge technologies that are the brainchild of optics industry expert and passionate outdoorsman, Norm Kester, whose brand mission from inception was to separate from the crowd.
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With extensive experience in the U.S. Navy and civilian optics manufacturing industry, Founder and CEO Kester wanted to solve vision problems for outdoor fanatics, specifically anglers and hunters.
“I wanted to reinvent the way enthusiasts see and are seen in the outdoors,” said Kester. “RLVNT is a company by and for outdoors enthusiasts. We say we exist to give enthusiasts the edge, so we’re trying to take some of the technological know-how I’ve gained through years with my other optics company, Quantum Innovations, and bring that to the outdoors space.”
“What RLVNT brings to the eyewear game is new, exciting, and offers numerous advantages over competing brands and products,” added Kester.
“For example, we contacted university doctors and engineers who really understand fish and game optics and we went from there. Then we developed our own experiments to really understand how we could influence the vision of ducks, turkeys, and deer. That led to inventing a coating that would make sure hunters’ glasses wouldn’t be seen by the duck, deer, or whatever game the wearer is chasing. That led to our Concealment lens, which appears pure black from the sky, no reflection whatsoever. 100% UV blockage.”
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RLVNT glasses were also designed to have the clearest lens possible; some of their lenses literally have the same optical clarity as your eye.
“In the fishing space, the lenses we’re choosing are extremely clear and allow you to view your fishing electronics screens with the ultimate in brightness, clarity, and contrast and also provide incredible impact resistance,” offered Kester.
Kester says that to do that, RLVNT utilizes a proprietary polarizer that’s photochromic.
“Photochromic means that it’s going to absorb light and then darken up. We call ours ‘Chameleon’ because it literally changes color,” added Kester. “You hit our Chameleon lens with UV light and it’s going to change colors depending on the surrounding light condition.”
“Plus, our chameleon lens has two photochromic coatings, one in the visible range, one in the UV range. What that means is when you’re driving down the road, it’ll darken up behind the windshield, which is unique to this product.”
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This is very valuable in hunting situations when you want to keep eye protection on, even though the sun is getting lower. So, the glasses will lighten up on their own. And when viewed from ducks in the sky, the lenses will appear black, blocking out any potential reflection that might expose your position.
Certain other lenses also help filter out the water color – like reddish iron-rich content, using the “Red” coating – that will turn down red and pass along all the other colors, even highlighting the color green. What you get is a contrast experience that allows you to see deeper into the water, revealing fish and structure far better than a standard pair of polarized fishing glasses.
“With our technology, it’s easy to see if there’s a fish behind a log,” noted Kester. “Our polarization and coating processes allow much better subsurface viewing. We’re not just another mirrored sunglass that look pretty – all our designs do something.”
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The Chameleon lens even provides what’s called “Screen Vu”, allowing the wearer to see their electronics clearly through the lens – no more taking them on and off to see your marine electronics or vehicle console.
The marriage of science and manufacturing is strong with RLVNT. And they’re doing it all on U.S. soil, based out of a repurposed fire station and municipal liquor store in Finlayson, Minnesota – population 295.
“You know, I graduated with 81 people. I didn’t know what to do after high school. So, I went in the military. And when I went into the Navy, I chose the electronics program. And when I got out, I went to work for a company that makes ophthalmological machines,” said Kester.
Kester concluded: “I left that company in 2002 and started my own company, and I’ve worked with most of the major sunglasses manufacturers on the market but knew there was a better way to give outdoors enthusiasts an edge. I don’t have a formal degree in anything. It’s just a confluence of things. That’s the way life is. Once I understood that a lot of duck hunters don’t know how ducks see or what causes them to flare, I was on my path. Same thing for creating better fishing sunglasses – like being able to read your expensive electronics and see underwater better. That’s it.”
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RLVNT founder Norm Kester
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ABOUT
RLVNT was founded by Norm and Adam in 2018, two friends from the optical industry who loved the outdoors and wanted sunglasses tailormade for their environments. The problem? That technology didn’t exist. And what’s more, other outdoor enthusiasts had great ideas but weren’t being heard. RLVNT became the solution to these problems as a company committed to listening to the community and solving Real-Life Vexes with New Technology.
From inception to becoming a leading outdoor brand, RLVNT’s commitment to quality and science-based solutions shines through.
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