Brand Positioning and California Roots

Garrett Leight grew up in the eyewear industry. The founder of the Venice Beach-based eyewear brand Garrett Leight California Optical is also the son of Larry Leight, founder of eyewear brand Oliver Peoples. So it’s no surprise that his namesake brand has seen significant success. For example, it sells 65% direct, but it also sells in top luxury retailers including Bergdorf Goodman and Dover Street Market. What’s more, it’s collaborated with brands from JJJJound to Rimowa and opened nine stores. Its brand fans include Brad Pitt and Elton John. 

Now approaching his brand’s 15th year in business, Leight still sees plenty of opportunities for growth and evolution. On the latest episode of the Glossy Podcast, Leight discusses the brand’s website refresh, set for January, as well as its next marketing play, focused on turning best-sellers into classics.