EFFECTOR®︎ was born in 2004 as the original brand of Optical Tailor Cradle, an eyewear select shop founded in 1995. Cradle CEO Mitsunori Natsume has been thinking about the idea for a long time, saying, ``I want to propose something original to a Japanese shop that combines a sense of fashion and individuality, something that only an eyewear select shop can create.''