STYLE STAGE EDITION

BEAUTY EDITOR | UNITED STATES OF AMERICA
EXCEPTIONAL EYEWEAR
Exceptional Eyewear with Alexander Daas
Sophisticated, fashion forward and elegant.
These are the words eyewear designer and
stylist Alexander Daas uses to describe his
optical brand. Aside from offering a unique
aesthetic, Daas creates his own eyewear
line catering to those with narrower faces.
Daas grew up in the eyewear industry,
helping run his family’s optical boutique in
San Francisco until he officially took over
after graduating college. As a secondgeneration
optician, Daas built up a clientele
that came to him for custom designs and
alterations because they had smaller faces.
“I wanted to have some kind of signature but I also didn’t want
it to be loud,” Daas says. “(Customers) like the high-end feel of
having something, but...they don’t feel like they are a walking
advertisement for the brand.”
Daas uses his styling background to influence his designs
rather than following current trends. He utilizes dual-side
coloring and color mixing to add a modern touch to the classic
shape of his eyewear.
The Alexander Daas eyewear collection uses top-of-theline
manufacturing techniques and materials, such as a high
quality plastic called acetate. Daas says he draws out the
concept and shape for each piece of eyewear, which is then
handmade to add better quality and stand out from opposing
mass-produced labels.
In fact, 25 percent of the population has
a small pupillary distance, or the distance
between the pupils. Due to a lack of
selection in luxury eyewear, Daas says
many adults with small PD are forced to buy
child or cheaper quality frames.
“I SAW A MAJOR MARKET NOT
BEING MET IN THE LUXURY
DIVISION OF EYEWEAR.”
“I had my own ideas that I wanted to put
together and decided to launch my own
line,” Daas says. “I saw a major market not
being met in the luxury division of eyewear.”
Daas launched his first collection in 2010
and says his line is personal and unique. The
one of-a-kind hinge serves as the signature
to his brand and is placed on the inside of
the temple, which customers appreciate.
He also focuses mainly on the aesthetic fit
of his glasses, using elegant hinges with a
more classic frame to define his brand.
#hayesdarktortoiseblue
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JAN 2014 | http://fashionfacesmag.com