ALEX FELDMAN is an optician-turned-designer whose business, Daas Luxury Optics, distributes his own Alexander Daas line and Italian eyewear Tavat. In addition to his San Diego showroom — where Feldman was photographed here with Czar the Puptician — he has two retail Daas Optique stores in Los Angeles. He continues to schedule private appointments and a bit of floor time at his stores “because this is where my inspiration for design comes from.”

1

“My mom, dad, two sisters and brother-in-law were or currently are opticians. Our family retail business originated in the San Francisco Bay Area.”

2

“I launched my own collection in 2010. Before that, working as an optician, I found myself constantly customizing frames to work for specific face shapes, particularly those with small PDs.” 

3

“We work with many partners across North America. Exclusivity is very important to me, not to create competition between our partners, (but) to truly keep the product unique.”

4

“My designs were and continue to be influenced by working as an optician and understanding what customers want, need and cannot find. One of our frames, the Soma, was based on my best friend Josh’s face. He has a small PD and has always struggled finding the perfect fit.”  

5

“My design cycle is fueled by feedback from real people. I try to make zero assumptions about what others want and need. I put a ton of energy into listening and understanding minutia: what makes people uncomfortable, feel confident, etc.” 

6

“My style icon is Jon Hamm as Don Draper in Mad Men. He takes risks in his styling choices, paying attention to the finest details. I appreciate being able to use clothing and eyewear to play different characters. Nothing is more badass than having a rugged, laid-back look by day and seamlessly transitioning to a dapper gentleman by night.”

7

“My recent trip to Europe (showed me) a different quality of life. Less hustle and bustle. This not only reminded me of how important it is to slow down and enjoy our daily lives, but it inspired the styles and colors in this latest release.” 

8

“Glasses live on your face. It’s the first thing people see. They set the first impression anyone makes of you. Let’s hope we’re not dealing with people that only judge you by your looks, but you gather where I’m going with that.”

 

9

“Once I start something, I become addicted. Whether that’s a book or designing a frame, I will literally sit in one spot and not get up for days until it’s done.”

 

10

The film ROCKY “has been an inspiration to me since I was a kid. When I face a challenge, a small voice lingering in my mind always surfaces, ‘What would Rocky do?’”

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