A start-up called North, formally Thalmic Labs, is introducing a pair of smart glasses that it thinks will appeal to the masses because the design looks so similar to normal glasses. They’re called Focals, and they cost around $1,000.

Focals connect to your phone via Bluetooth and have a small projector that beams data into the wearer’s eyes. They can tell the wearer the weather or time, read text messages and even order an Uber. The glasses are also connected to Alexa, so if you can ask them for directions or information, a small speaker will tell you the answers.

North has raised over $140 million from investors including the Amazon Alexa Fund, Spark Capital, Intel Capital and Y Combinator.

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