Industry News
Celebrity Optical Lens Brand Boosts Local Supply Chains and Independents
In a milestone moment for the optical industry, entrepreneur and cultural innovator Dreka has signed the first-ever luxury lens licensing agreement by a celebrity in the US, launching the much-anticipated Dreka Rosé Lenses in partnership with a national network of independent U.S.-based optical labs. This historic move introduces a new category: celebrity-endorsed, wellness-forward ophthalmic lenses, built with optician-level quality and manufactured entirely within North America to combat global trade volatility.
Solving Optical's Supply Chain Strain
With increasing pressure from tariffs on imported frames, lenses, and raw optical components, independent ECPs in the US face delayed deliveries, cost spikes, and margin shrinkage. Dreka’s locally sourced model provides an answer.
Dreka Rosé Lenses are:
- Manufactured regionally, reducing tariff exposure and transit delays
- Distributed through certified independent labs, ensuring fast turnaround and high QC
- Paired with exclusive frame designs (including a collaboration with Frida Kahlo Eyewear) for complete, in-stock collections
“This program restores control to the optical channel,” says Dreka. “It keeps product local, supports small labs and shops, and delivers lenses that resonate emotionally and clinically.”
The Omnichannel Vision: Phygital, Not Fragmented
Dreka’s Omnichannel Lens Program combines direct-to-consumer reach with in-store optical excellence:
- E-Commerce Tools: AR-powered virtual try-ons, digital PD capture, and personalised lens selection
- “Optical Near Me” Network: Consumers directed to partner optical shops for fittings, measurements, and service
- Digital-Physical Sync: Orders fulfilled locally via Dreka’s network of trusted labs and distributors
This phygital approach ensures patients never have to choose between online convenience and professional care: they get both.
Impact on Independents:
- Exclusive postal code Retail Rights for Dreka-branded frame/lens packages
- Co-branded marketing support and in-store events (“Rosé & Vision” launch parties)
- Lower cost of goods by avoiding overseas markups and shipping delays
- Futureproof inventory backed by U.S. manufacturing partnerships
A New Vision For The Future of Optical
Dreka Rosé Lenses fuse wellness research with luxury design. The ruby-tinted lenses are based on studies showing improved emotional perception and mood through colored optics, available in polarised and Transitions® photochromic options.
This isn’t celebrity branding for mass production: it’s a licensed optical solution for a more resilient, intentional industry.
