QUAY, a leading independent global eyewear brand has re-introduced its optical category with a new distribution approach, a thoughtful design partnership, and a dedicated marketing campaign and strategy. Marking a significant shift in its business strategy for 2025, QUAY’s renewed focus on the category seeks to drive growth while offering competitive price positioning and a curated collection made with elevated materials that meet optical construction and quality requirements.
With a prioritized focus on wholesale and ECPs, QUAY’s optical collection will be available to consumers through a network of independent optical boutiques and reputable buying groups across the U.S. and globally. Quay will also expand their optical and prescription lens offering in their 24 brand stores, located across the U.S. This marks a strategic pivot from a previous approach of offering prescription eyewear exclusively on the Quay website and in stores. The brand will also have a presence at key industry trade shows, including Vision Expo East, Vision Expo West, and SILMO Paris. By working directly with a network of medical professionals, QUAY hopes to harness their expertise, and their reach, leveraging customer trust for a personalized experience that will ultimately yield customer satisfaction and brand loyalty.
QUAY’s design team collaborated with industry powerhouses John Juniper and Jeff Solorio of Speed Bureau, a design company specializing in eyewear to co-design a trend-forward collection that reflects the brand’s commitment to elevated design and materials. The product roadmap is designed to launch with a balanced offering, enabling brand presence and delivering revenue goals. The inaugural collection features 15 styles in coveted silhouettes such as aviators, oversized vintage, and thin ‘librarian chic’ frames. Spring florals inspired the color palette including daffodil and sweet pea hues, balanced with neutral tones and gradients. All styles boast a custom rivet, core, hinge, and temple for consistency across the collection.
QUAY shot its new campaign at Arcosanti, an architectural landmark in Arizona known for its striking design. The location’s distinctive architecture reflects elements of the eyewear collection. For example, the arrow patterns on the temples of the glasses parallel the painted designs on Arcosanti’s main arch, while other frames feature a decorative curved aperture on the nose bridge, reminiscent of the location’s statement keyholes. The choice of Arcosanti reflects QUAY’s focus on music and community. The location is famous for its outdoor amphitheater and handcrafted bronze wind bells, making it an ideal backdrop for a brand that values artistic expression and bringing people together.
“This relaunch marks a transformative moment for QUAY optical,” said CEO Katherine Cousins. “By taking a fresh approach to connecting with opticians and their patients, we’re positioned to make a significant impact in the U.S. optical market – the world’s largest and fastest-growing. As a global eyewear leader, we’re well-positioned to create something truly distinctive in this space.
In a market dominated by category conglomerates, QUAY has remained independent and continues to stand out with a strong roster of celebrity brand fans and a commitment to staying consumer-obsessed. Customers can now find QUAY’s optical collection in brand-owned retail stores (24 locations in the U.S.) and a network of independent optical stores that can be searched via the brand’s optician locator online.
ABOUT QUAY
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Born in the vibrant festival scene, QUAY merges music and fashion to create trend-forward designer eyewear for any moment or mood. Known for high-quality and stylish designs at an affordable price point, QUAY rewrites the rules and inspires you to be your most authentic self. QUAY has partnered with dynamic talent including SZA, Danielle Guizio, Jennifer Lopez, Maluma, KylieJenner, Ashley Graham, and more.
QUAY continuously pushes the boundaries of eyewear through elevated details, signature designs, and premium materials — creating the ultimate expression of style for both sun and optical. The eyewear brand is available globally, including 24 company-owned QUAY retail boutiques
