When he opened, Gaggi ‘felt like I could do something different in such a rigid field as eyewear. Optical was so clinical at the time and I saw a huge potential for fashion influence in eyewear.’

Gaggi likens his shop to the ‘local tavern where people for whatever reason come in and use my couch as a forum to tell us their life’s problems.’

Gaggi recently fit custom glasses for Joe Rogan, one of a long list of celebrity clients that includes Lenny Kravitz, Alan Cumming and the late punk rock icon Joey Ramone.

From left, Anthony Gaggi and staff members Jenna Roberts, Sarah Sweeney and Brandon Boudwin

Where Anthony Aiden Opticians truly shines is its approach to personalizing eyewear, with Gaggi handling each pair himself. ‘All custom work from tinting to repairs and not to mention edging is done by me.’

After the 2015 gas explosion on 2nd Avenue, which killed two people and destroyed three buildings, Gaggi cofounded the East Village Independent Merchants Association to support local merchants who are struggling financially.

Explaining the post-apocalyptic décor, Gaggi says, ‘In the ’80s the East Village was the most affordable place to live but you would have holes in your ceilings and cracks in your walls. I paid tribute to this with the design and layout but in an intentional way.’

Jan Ennis, president of Ennco Display Group and one of the judges of INVISION’s 2022-23 America’s Finest Optical Retailers contest, described Anthony Aiden Opticians as ‘the classic edgy locale eyewear boutique. The space is very individualistic and focused on individual attention to the patient, versus merchandising.’

The lighting is soft and cleverly placed to give a warm vibe while highlighting the beautiful acetate and precious metals used in the high-end eyewear that is Anthony Aiden’s specialty.

A skull sports some striking Kuboraum frames in a window at Anthony Aiden Opticians. The store is known for its elaborate—often humorous or satirical—window displays.

Gaggi refers to the optical’s 10-foot window as his ‘big screen TV’. ‘The East Village is like a crazy reality show that entertains us always.’