Dan Levy Relaunched His Eyewear Brand and It Sold Out in Less Than 24 Hours
But no need to act like a disgruntled pelican. There's a restock coming soon.
When it comes to his look, possibly the most coveted thing about Dan Levy—apart from his eyebrows—is his glasses. No wonder then, that the relaunch of his eyewear brand, DL Eyewear, sold out in under 24 hours.
Levy first launched the brand in 2013, based on how often he was approached by people asking where his enviable collection of glasses came from.
“I felt a little strange telling a 13-year-old kid to go spend $600 on a pair of designer eyewear,” says Levy in a video on the brand’s Instagram page. “So I thought, what about creating a line that people could afford? And the goal was to create a comprehensive collection that would suit every face.”
He put the brand on pause when he began working on Schitt’s Creek in 2015, and has taken it up again now that the show’s over, noticing that the brand continued to sell pieces online during that time even without any promotion. (The glasses worn by Johnny and Moira Rose on the show, by the way, happen to be DL Eyewear originals.)
Now, Levy has relaunched the gender-neutral eyewear brand with a collection of 23 new frames, including both sun and optical options, with an affordable price tag of USD 135 per pair. The brand’s new motto “See with love” is inscribed on the inside of each frame.
“With every pair that you put on I hope that it reminds people to live their lives with kindness and love and empathy,” says Levy. “That’s why we’ve written it in the inside of the frame—a daily reminder to live your best life and to be kind to one another.”
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Very grateful for the incredible crew of people that came together to make this shoot a reality. Thank you to each and every one of you for seeing with love. thisisdl.com Photography @daniellelevitt Digital video via Ehmerican Multimedia @_dipple_ / @amyjuliasegal Hair @kellypeachbeauty Makeup @valgherman Styling @christianstroble Models @sarahxchavez @maggisimpkins (Steve doesn’t have Instagram) Producer @stephanieporto
The brand also aims to give back with love, with a portion of profits going towards the Local Initiatives Support Corporation (LISC) and its efforts to help small businesses impacted by COVID-19.
“[Our] motto is reflected through our decision to give back through our support of Local Initiatives Support Corporation (LISC), which assists small businesses — including those owned by women, people of colour, members of the LGBTQIA+ community, and entrepreneurs located in historically disadvantaged communities. Even though D.L. Eyewear is also a small business, we hope that through our support of LISC, the growth of our business ensures that others can advance too.”
The first DL Eyewear drop sold out in less than a day, but the brand promises a restock is coming soon. Stay tuned.