It’s sort of a comfort brand spun as cool.

Celebrating its 100th anniversary in business on New York City’s Lower East Side in 2015, Moscot Eyewear is the subject of a long and fascinating profile in The Forward that highlights the store’s central role in its community while not overlooking the business savvy that helped create the legend. “The Moscots were able to take the persona of this neighborhood, a whole era of Jewish history, and make it relevant: a sort of comfort brand, and spin it as cool,” says eyewear designer/savant Moss Lipow. “Try rebranding yourself as what you always were, making it cool and taking it global. Not easy. It’s a great optical history tale.” Optical history may be much on Lipow’s mind of late. He has signed to produce an art book based on his personal collection, “Eyewear: A Visual History.”

Read more and see images at The Forward


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