From Curator to Creator: How This Seattle Practice Celebrated Turning 10 by Launching Its Own Line

SINCE DR. WILL PENTECOST opened Eye Eye’s first location in Seattle’s Capitol Hill neighborhood in 2015, the practice has built a loyal following by blending attentive eyecare with a highly curated selection of independent designers and authentic vintage frames. As the business reached its 10-year milestone — now with a second location in Leschi, WA — Pentecost and his team decided to celebrate by transitioning from curators to creators with the launch of Eye Eye, their own eyewear line.

THE IDEA

Dr. Will Pentecost

Taking stock as Eye Eye turned 10, Pentecost saw a natural evolution ahead. “We’ve helped 10 years of patients find their perfect glasses, so it’s the natural next step to add our own designs to the mix,” he says. The inspiration was rooted in his observation that eyewear has moved far beyond its status as a medical necessity thanks to a renaissance in frame design that’s transformed glasses into a tool for self-expression. While Eye Eye successfully curated over 35 independent brands to meet this demand, Pentecost saw an opportunity to further the clinic’s mission of making stylish, personalized care affordable. “I wanted Eye Eye to reflect that shift — where eyewear isn’t just about correcting vision but about expressing who you are,” Pentecost says. “Designing our own frames is the next evolution of that philosophy.”

THE EXECUTION

To execute the vision, Pentecost turned to chief curator Milli Militi, a licensed optician and the practice’s first hire, whose background in marketing and magazines earned her the local nickname “The Fairy Godmother of Eyewear.” Together, they established a partnership with a small-batch manufacturer in Utah to produce the frames, ensuring quality craftsmanship for their March 2026 debut.

The collection focuses on timeless, wearable shapes like classic aviators and clean rounds. “They are the result of taking elements of our bestselling frames over the years and condensing them down to three styles,” Militi says. But the true innovation lies in the sizing. Militi pushed for an inclusive range to solve a problem she had witnessed for years: patients with unique facial features being forced into ill-fitting frames. “We’ve had customers who were told for years that they couldn’t wear certain shapes,” Militi explains. “It’s our priority to make sure that everyone… can have an equally awesome shopping experience.”

THE REWARDS

Launching a private label has solidified Eye Eye’s identity as a destination for design-forward care, reinforcing its deep ties to the Seattle community.

The launch also supports a partnership with the YWCA that has provided over 400 free exams and glasses to low-income residents. For Pentecost, the chief reward of the campaign lies in seeing his original “radical idea” of stylish, affordable care come full circle. “On any given day, you’ll see students, artists, tech workers, and families all shopping side by side here,” Pentecost says. “That mix of people, all finding something that feels right for them, is what makes Eye Eye special.”