Just blocks from the beach, Alexander Daas targets a more affluent clientele who love quality and fashion, comprising both locals and global travelers who call the town a second home.

The shop features light wood, black accents, a black surfboard, and calming ocean photography, illuminated by natural light throughout. Plants create a warm earthy feel, and rattan-textured accents round out the cozy space.

A key feature of Alexander Daas Opticians’ marketing is bold, humorous messaging, such as this cheeky sandwich board.

Branded merch is on offer—some of it emblazoned with the business’s memorable signature catchphrase, “Squinting Is for Assholes”.

Owner Alexander Feldman personally handles most of the design work for the business’s private eyewear label, Alexander Daas, which has already found a high-profile clientele including Michael Keaton, Jenny McCarthy and Sir Patrick Stewart.

As soon as a client comes in, Feldman says, they are offered espresso… and the eyewear styling experience begins.

Staff are trained to proactively style and educate customers. “We dedicate quality time to really explain the differences in frame quality, prescription types, and lens options,” Feldman says. Each order is beautifully packaged in matte black, Alexander Daas-embossed bags, and topped off with fresh black tissue paper.

Customers can also be found munching on popcorn while browsing.

A client and his dog stop by to show off a few tricks. Pets are welcome. According to owner Alex Feldman, “The neighborhood dogs come running to our store as soon as they are within a block. We give out very tasty treats.”

The store’s blade sign is custom made; the frame was crafted from wood to match the Alexander Daas Potrero eyeglass frame.