When we talk about sunglasses, it’s hard not to talk about Ray-Ban. The company, founded in 1937, has become one of the biggest eyewear labels in the world. As global brand director Alessandro Chiarelli explains, “Ray-Ban is more than just a brand. It’s a symbol of iconoclasm—where style meets substance to create some of the world’s most [recognizable] sunglasses.” And indeed, models like the aviator and wayfarer are unmistakable—going far beyond sartorial touchstones to become ingrained in 20th-century pop-culture.
It is surprising then, that the brand’s retail presence up until now has been fledgling at best—with the first-ever flagship Ray-Ban location having opened just last year in SoHo. But now, Ray-Ban is boldly growing its retail presence (in an age when most brick-and-mortar stores are undergoing seismic shifts, no less), and is readying to bring its specific style of laid-back, classic cool to cities across the country.
This new endeavor officially kicked off this week, with the opening of Ray-Ban’s first ever permanent West Coast store at the Grove in Los Angeles. “After the tremendous success of our experimental pop-up store [at the Grove] last year,” says Chiarelli, “we decided to open up a permanent store. It is a very important benchmark in Ray-Ban’s continued growth.” The space—with its saturated red and black walls meeting the sculptural ceiling studded with iridescent aviator lenses—certainly brings the brand’s personality to life with aplomb.
Ray-Ban Opens First West Coast Store at the Grove in Los Angeles. Photo: Zack Whitford/BFA.com
Inside, shoppers can browse classic models like the Clubmaster and ever-popular Round alongside trendy hexagonal frames and the limited-edition Ferrari collaboration. “We are constantly reimagining and reinventing [our] designs, [and this] has enabled Ray-Ban to remain an enduring classic for eight decades,” explains Chiarelli. And this penchant for innovation—the brand created original anti-glare lenses for U.S. Air Force pilots, after all—is on full display in the store, which includes shelves dedicated to the performance-focused Chromance styles, designed to sharpen overexposed landscapes. It is also the first outpost to bring the brand’s technology-driven Remix program to life—featuring two interactive touch-screen tables where you can design your perfect pair of frames, specifying everything from the lens color to temple hardware.
