NEW YORK—You’re only as old as you feel and Cohen’s Fashion Optical, an 85-year old family brand is taking those words to heart with its rebranding concept, The Collective. Accompanied by a new digital presence in the form of a blog, and with the restoration of its first store on the corner of Delancey and Orchard Streets on the Lower East Side, Cohen’s is breathing new life into its legacy.

A launch event was held on April 20 to reveal its new concept store and in-house eyewear collection, The Collective. This modernization of Cohen’s retail environment is all part of a shift to reach out to a more youthful market.

“The Concept Store allows us to experiment with new products and is a vehicle to reach a younger audience with an on trend $99 entry level collection, including our standard eye exam at Cohen’s level quality,” said Bob Cohen, president. “We wanted to acknowledge the bygone days when my grandfather first sold eyewear out of a handcart on the street, returning to the feel of a local shop, a neighborhood approach that has always been signature to our family business, yet still make it relevant by today’s standards of business and marketing.”

Along with its concept store and in-house collection, Cohen’s has also gone digital with the launch of its blog, “C, the Blog from Cohen’s.” As part of the initiative, Cohen’s partnered with Style Coalition on an influencer program, teaming up with bloggers, Claire from FashionBombDaily and Demi from CollegeFashion.com.

C Blog features several different categories:

• Behind the Glass serves as a new take on insider interviews. Readers will be able to get their takes on eyewear and what “vision” means to them.

• Confessions of an Eyestylist gives readers a behind the scenes glimpse into the adventures of buying and selling eyewear in some of New York’s most vibrant neighborhoods.

• The Look Lab category features street style including picks from Eyestylists on editors, stylists and other “It-personalities.”

• Eye Q allows readers to stay up-to-date on current eye health topics.

Additionally, new features that Cohen’s will be rolling out include Behind The Lens: 1-1 Insider Interviews featuring notables such as Jane Larkworthy from W and Eden Wexler of Safilo as well as “Visionaries on the Rise,” aimed at highlighting under 25-year-olds who are doing extraordinary things.

“My grandfather envisioned an environment where he would help people see better and look better, too,” Cohen said. “We have never wavered, but we have invested even further in his vision and are proud to evolve it in a way that matters today.”