Tortoise & Blonde Host a Colorful Celebration With New Collaborator

NEW YORK—After announcing their collaboration with Urban Outfitters last month, e-tailing eyewear company Tortoise & Blonde launched their first popup shop at the bohemian apparel store’s 628 Broadway location in NoHo, New York City.

At the opening event, held here on July 18, Tortoise & Blonde collection pieces were displayed in wooden cases accented with eye-themed literary quotations and complemented by the surrounding Urban couture in the store’s second floor. Party guests and customers were welcomed with the opportunity to try on frames, meet with an optician for PD measurements and frame fittings as well as receive 10 percent off of any frame purchase for the duration of the event.

The event marked the beginning of a new period of growth for the company, said CEO Steven Weisfeld, OD. The collaboration yielded the “first true outpost” for Tortoise & Blonde’s full collection, which will be on view and available for purchase indefinitely.

The collection is featured on, and is slated to “pop up” in additional Urban Outfitters locations throughout the year, “in the Greater New York Metropolitan Area, East Coast and country,” Weisfeld said. “We’re pretty excited.”

The eclectic event also featured tarot card readings by fashion bloggers Claire Geist of De Lune and Anthony Urbano of Closet Freaks, available upon sign up, as well as complimentary Sailor Jerry cocktails and live music from DJ Topaz.

The frame company, Weisfeld said, also partners with a number of other indie musicians such as Ra Ra Riot, The Spinto Band, and twin metal-heads Shinobi Ninja, who attended the party. ■

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Guests enjoyed music, mingling and Tortoise & Blonde frames at the Urban Outfitters outpost.

Evan, Avery and Steven Weisfeld, OD hosted the celebration of their company’s “first real outpost.”

Tortoise & Blonde lisenced optician Elie Hasis (l) measured guests’ PDs throughout the duration of the party.