"The Hall of Fame: Dustin's Edition" is a testament to the brand's mission to infuse joy and personalization into eyewear as well as its commitment to listening to customersNEW YORK, July 26, 2024 /PRNewswire/ -- Pair Eyewear, the first direct-to-consumer and now leading customizable eyewear brand in the world, is thrilled to announce the official launch of the The Hall of Fame: Dustin's Edition, a vibrant and eclectic line inspired by a superfan, Dustin Gregory. The collection features 11 new top frames that embody Dustin's signature style and infectious positivity, demonstrating Pair Eyewear's dedication to listening to and celebrating its loyal community – its customers."This collection is a celebration of our community and a testament to how deeply we value and listen to our customers. By involving Dustin in the design process, we have created a collection that truly resonates with the joy and personalization that our brand strives to offer", said Sophia Edelstein, Co-Founder and Co-CEO of Pair Eyewear.Dustin Gregory joined the Pair Eyewear family in December 2021 with his first purchase of "The Confetti," "The White Hearts," and "The Black & White Splatter" top frames. Since then, he has collected over 1,000 top frames. To celebrate this impressive milestone, Pair Eyewear invited Dustin to collaborate on a capsule collection inspired by his personal mantra: "treat yourself".Known for his playful selfies, which he shares with the Pair Eyewear community on Facebook (a growing, weekly-engaged group of 46,000 members), showcasing the latest top frames paired with matching suspenders, Gregory has inspired Pair's design team to create a collection that celebrates life's simple joys—from enjoying a cup of coffee to stepping out in a new pair of heels. Each frame in the "Dustin's Edition" is a testament to the fun and individuality that Pair Eyewear stands for."This collection is a celebration of our community and a testament to how deeply we value and listen to our customers

Without the limits of physical shelf space, direct-to-consumer (D2C) brands can offer a wider range of products that may be more niche or less universally appealing, allowing for greater personalization. Sophia Edelstein, co-CEO and co-founder of D2C customizable glasses brand Pair Eyewear, discussed in a conversation for PYMNTS’ Shop Talk series how the channel enables the brand to better tailor its offerings to consumers’ specific preferences. “You can have different types of experiences online for different types of customers,” Edelstein said. “And this is very different than the traditional retail model, where you walk into a store and there’s a set amount of inventory because there’s a set amount of retail space… In an eCommerce world, we can try to attract different customers and merchandise to them in replicas of the same store online with different types of merchandising. Because of that, we can get hyper-personalized to different types of customer segments we’re going after.”

Pair Eyewear has introduced the Mickey & Friends collection.