08 Aug Independent, Sort Of …

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Oh, Beck.  


Warby Parker sent me an e-mail about your new "collaboration." Last fall, you teamed with the mostly-online eyewear purveyor on a limited-edition eyeglass model (the Carmichael, complete with an on-trend keyhole bridge and cool color names like root beer) and a concert to bring your then-sheet-music-only Song Reader tunes to life with an all-star line up at L.A.’s Disney Concert Hall. 

Now you’ve sanctioned the first big-name Song Reader recording, with 20 tracks recorded by Jeff Tweedy, Norah Jones, Fun., Loudon Wainwright III and yes, even you, Beck. But people can’t pick it up at their favorite local record store -- the sort of shops that have supported your career since Loser first turned up on Bong Load Records. Nope: We need to get it on iTunes or at one of WP’s growing network of retail stores and showrooms. There’s one in a Philadelphia distillery and another (doubling as a bookstore) in a Florida spa.  

Just as Starbucks is a major retailer for music, eyewear is becoming an add-on to lifestyle boutiques that also sell bourbon and “beach reads.” This trend certainly speaks to the desire of people to have an experience when they shop for … anything these days. 

But plenty of people still want to discover their eyewear where glasses aren’t an extra, and where experienced, passionate eye docs and opticians can help them get exactly what they need. These ECPs probably can’t entice you to do an in-store, Beck, but that doesn’t mean their clientele wouldn’t enjoy a musical adventure. E(C)-pros can reach out to a local singer-songwriter who would like to play live some Saturday afternoon and sell a few CDs and T-shirts while he’s at it. 


Or maybe there’s a local DJ with two turntables and a microphone ready to rock a trunk show for her favorite local eyewear shop. It’d be good fun for everyone -- and keep the true indie spirit alive on Main Street U.S.A. 

Last modified on Sunday, 10 August 2014 07:50
Julie Fanselow

Julie Fanselow is INVISION editor-in-chief. She has been wearing glasses since the fourth grade -- right about the same time she decided she wanted to be a journalist. Coincidence?