I introduce you to Krewe Eyewear

An eyewear rally at a crawfish boil party. Plus: what's in my shopping cart? Should I pull the trigger?

Jun 09, 2025

**Matthew McConaughey wearing KREWE sunglasses.**

Hello everyone, happy Monday. It’s a bank holiday in France today. But I still wanted to get this letter out. I might take a day off later in the week, we’ll see. I’m playing it by ear in the meantime.

How was your weekend? There are a couple New Yorkers on this channel, I’m interested to know if any of you made it to Sotheby’s for the Birkin viewing (or if you know anyone who did). The story has been all over the news. Few bags have ever caught the attention of the public at this level.

**The press has gone wild over the Birkin.**

More than pure and fickle entertainment, what this story is really about, is capturing the imagination of the moment and opening a world of possibilities. That’s my take on it.

For today’s feature, I have a new eyewear brand that is taking summer by storm. They’ve become notorious for rallying customers around their brand by throwing Crawfish boil block parties.

I hereby introduce you to: KREWE. Matthew McConaughey and the 3 bitchy friends from White Lotus season 3 are already on it. More on that below.

Then, for today’s 5 Things To Pack, the quirky Hermès tie model is back with a new pose. I really like the energy he gives to the layout. For those revamping their summer style, I included 5 pieces that have officially made it to my shopping cart on Mr. Porter, this delicious Tom Ford bracelet included.

What Caught My Eye is a daily column about internet culture, people you should know about, business, shopping, and fashion.

Krewe, a New Orleans-based eyewear brand, has been busy making eyewear political again. Designed and inspired by New Orleans, Krewe, as the mononym suggests, is about bringing people together. It recently caught my eye, uninspiringly, through LinkedIn. As I read their postings, I became interested… the little voice was there. What was this new brand all about?

Their marketing approach is grassroots. At a crawfish boil outside their New York flagship in the Meatpacking District last month they sold over 900 tickets, creating a Southern Hospitality meets the Concrete Jungle smash hit of sorts amongst those not afraid to get their hands dirty with some boiled crustaceans and wine. Worth mentioning there was no shortage of potatoes, corn, and andouille sausage at the fest.

It’s brought in the right celebrities into the pack, Matthew McConaughey, Travis Kelce, and the 3 friends from season 3 of White Lotus. I like the brand because as it grows its identity, it doesn’t seem to scream sunset in the Hamptons, instead focusing on a type of self-evident charm that’s attractive.

Tortoiseshell is not your classic tortoiseshell à la Cubana. The wings on a pair of cat-eye sunglasses are elegantly drawn. The nose bridge features a careful touch of gold.

Maybe it’s not so classic as the vibe you would get from a big label, but should it be? Homegrown, for a sunny afternoon, feels good. The watered down pastels and confetti-peppered Acetate are above all refreshing, for what’s scheduled to be an unflinchingly hot summer.

Consider this a morning call for a blooming brand. When’s the next Krawfish boil?