Our Story

We've been in the optical industry a long time (decades), and we're tired of seeing customers ripped off by the industry. We know all the inside secrets like how much lenses should cost, the lies optical shops tell you to keep you from buying what you really want, and what a quality frame actually looks and feels like.

Hint....more $$$ almost never equals better quality.

In our experience, most optical shops no longer serve their customers. We're here to fix that. We've heard hundreds of complaints about how people have been treated badly by optical shops while seeing zero options for stylish frames, and it lights a fire under us.

We're experts at finding unique, high quality frames that are better made than most "luxury" lines but won't kill you on price. Europeans have always enjoyed better made frames and lenses than the U.S. at a fraction of the cost U.S. customers pay. We think that's ridiculous, and we're here to show you why it's better over there in the eyewear world. 

As for the lenses, we're one of a very tiny amount of companies still manufacturing in the U.S., which is why our lens quality and prices are better than our competitors. We offer the most advanced progressive lenses your optometrist has never heard of and we give you the thinnest lens for your prescription FOR FREE, no upgrade charge! It's time to stop getting your lenses from overseas and support American manufacturing because almost 100% of optical shops and online companies are making their lenses overseas and using decades old lens designs that aren't serving their customers as well as they could be. 

We're here to debunk all the myths you've heard about online eyewear, and to deliver to you a superior product you can't even get at your local optical shop.

Welcome to the European eyewear experience!