Extreme Eyewear

Yesterday, today and tomorrow
Justin Blecher Owner, Extreme Eyewear OUR style and fashion sense does not define who we are. It simply adds another layer to our complex sense of self and allows the onlooker an opportunity to experience us as interesting. It affords us the chance to “linger longer” in the mind of the observer. I understands this. Each unique eyewear store is an extension of my mind. Merchandise in-store is divided into three distinct categories: yesterday, today and tomorrow.
Today Most of us live in the today section of fashion and style. We define what is normal and acceptable by what is most commonly observed on others. Does a diamanté-embellished cat’s eye or a horn-rimmed optical frame or a pair of sunglasses suit our face? How about an oversized plastic or round studious shape? What about small oval? Well, granted, some shapes suit our bone structure or facial features and some colours our skin or disposition, but the stark truth is that in the early 60s a diamanté cat’s eye would have been a perfect shape for us, as would a horn rim in the late 60s, oversized plastic in the 70s, round in the 80s, and oval and small in the 90s. Our sense of normal and appropriate is shifting in line with trends and so, too, our perception of beauty. The today section in-store incorporates the socially acceptable flavour of the times. It is safe and beautiful on almost all faces.
Tomorrow The tomorrow section is for the brave few among us who are defining their sense of style by the vision of what tomorrow may bring! They define what is acceptable by what is possible. They flirt with their own sense of normal and stretch their own boundaries. They blur the lines of social acceptability and push the entire industry into the next era. They define our normality. Extreme Eyewear excels in this space. I have an intrinsic understanding of these clients and what inspires and excites them. We help them polish one more facet of their already intricate persona.
Yesterday Yesterday – simple! This section is for those among us who have found other modes to explore our sense of self. All optical or sunglass stock which is passé or too “in vogue” will be in this section at greatly reduced prices to clear. Most mainstream optical and sunglass chain stores are turn-over driven and therefore follow bestseller lists rigidly. The point is that bestseller lists exist in the yesterday section as they are already deeply entrenched styles worn en masse and are on their way out! Extreme Eyewear focuses on the today and tomorrow sections. There are no bestseller lists for us as we are busy setting them for the rest of the marketplace to follow in their future, our past!