“America,” Tennessee Williams once said, “has only three cities: New York, San Francisco, and New Orleans.” KREWE, an independent eyewear brand based in the latter’s French Quarter, purveys its New Orleans-inspired frames from two distinctive opticals in the city and one in New York, so we’re guessing the playwright would be a fan.
Under the direction of founder Stirling Barrett, KREWE’s eyewear designs embrace the “individuality and self-expression” of his hometown. Like the eyewear, its branding relies on subtle design nuances and distinctive use of colors and mixed materials, something Barrett feels is “a direct reflection of our city” and aims “to reshape the way people view New Orleans’ creative identity and what can be done from a city that isn’t a fashion hub.”
Barrett describes KREWE’s esthetic as “aspirational.” The brand is named for the community organizations that take part in Mardi Gras parades, and seeks to evoke their “spirit of creative collaboration.” Frames are named for New Orleans’ streets.
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The brand draws on colors and patterns “inspired by the warm climate of New Orleans, the city’s growth and decay, and its lush plant life: white, black, gold and an accent color of cactus green. The most specific visual elements are our frames themselves and our product photography,” says Barrett, who trained as a photographer. KREWE uses Akzidenz-Grotesk and Baskerville as its primary and secondary fonts in all communication.
The brand is undergoing a collateral overhaul, with plans for stationery, totes, business cards, pins, and branded multi-frame jewel cases. First-generation packaging included a matte black embossed case inside a box depicting New Orleans imagery such as a vintage Mardi Gras photo.
KREWE’s new store in Uptown New Orleans has large windows that allow for an abundance of light and a space for tropical plants to thrive. The center of the store serves as a focal point with a long, green terrazzo bar. The idea is that the space is as “thoughtful and intentional as every KREWE frame,” Barrett says.
Barrett stresses, however, that KREWE’s branding is “evolving to be less about the direct history of our city, and more about the lifestyle that keeps us here.”
Spirit of New Orleans
KREWE’s interiors and eyewear aim to capture the ‘individuality and self-expression’ of New Orleans, says founder Stirling Barrett.
In the Studio
Founder Stirling Barrett leads KREWE’s team of designers.
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On the Road
KREWE’s Tiny House mobile optical, pictured in Austin, TX.
Another Tiny House, this one pictured in Houston, TX.