How to Launch a Lifestyle Brand

We knew that we were launching a lifestyle brand, right? Glasses, yes, they're a health product, but they're a fashion accessory. And within fashion, you need credibility. So our goal was to get into GQ and Vogue and we were able to secure sort of features for launch. We hit our first year sales targets in three weeks, sold out of our top 15 styles in four weeks. It was complete craziness.

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