“You don’t understand a city until you leave...”, said KREWE du optic’s founder, Stirling Barret, speaking about New Orleans to Forbes magazine; “...it always works here."
Seeing his hometown through fresh eyes and lenses (he studied photography), upon his return from art school, Barret was inspired to translate his newfound love affair into a product that would show the world the creativity, flair and fashion credentials inherent in New Orleans’ diverse culture. A product that would put the city in the same league as New York or LA on the fashion circuit. But one that channeled the New Orleanian spirit in every element of its design.
That product was to be eyewear, because for Barret he’d always been an enthusiast since he'd first started buying vintage frames at flea markets as a child - collecting them somewhat obsessively. And so, with an idea and an inspiration source, Barret forgot his previous plans to practice photography and invest in real estate, deciding instead to bankroll a down payment on starting a line of sunglasses in his native New Orleans.
And oh my, did he move fast. The young entrepreneur was just 25 when he became a business owner in 2012, within the first two years of trading his sales were 300% up on the previous year and it wasn’t long before Barret had more than 30 stores across Southern America.
But despite a stratospheric rise into the fashion spotlight (KREWE’s frames have adorned Reese Witherspoon, Dakota Fanning and Kendall Jenner to name but a few), the KREWE team still keep New Orleans at the heart and soul of everything they do. Aiming to spread the city’s culture and its celebration of individual style, one frame at a time.
KREWE du Optic’s name originates from the term krewe (ˈkrü), which is linked to Mardi Gras, a tradition that is uniquely New Orleanian. Krewe attempts to define the diverse group that comes together to parade in celebration of the Carnival season and the brand’s name invokes this spirit of creative collaboration in it’s sought after frames.
Also central to KREWE’s ethos is their dedication to quality. Barret’s photographic style is key to the brands' focus on lines, perspective and composition. And this is married with CR39 lenses, hand-carved Zyle acetate and 24K gold plated hardware to create premium frames with a lifetime guarantee.
Having graced the pages of Nylon, Elle, Vogue and Who What Wear as THE sunglass frames fashionistas can’t live without, it’s safe to say KREWE has fulfilled Barret’s original mission to put New Orleans on the fashion map. But Barret hasn’t finished collaborating and giving back to the city that’s become his lifeblood.
In 2015 he opened KREWE’s first flagship store in the heart of New Orleans’ French Quarter creating a 900-square-foot space containing an espresso bar, a small plant gallery, a curated selection of home and garden accessories and a lounge area stocked with art books and magazines. The space also provided many more local jobs and partnerships in the process.
The idea is to entice customers to linger, talk and share ideas and to keep New Orleans growing and sharing. With Barret’s New Orleans–tinted vision spreading so fast, it’s a place we can’t wait to visit head to and be a part of the action.
