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NEW YORK—Moscot’s optical roots were first planted in America when family patriarch, Hyman Moscot arrived here at Ellis Island from Eastern Europe in 1899. Hyman began selling ready-made eyeglasses from a pushcart on Orchard Street in Manhattan’s Lower East Side neighborhood. By 1915, Hyman opened the family’s first retail shop, Moscot’s at 94 Rivington Street.

Fast forward 102 years, and the company has now had five generations of Moscots behind the counter. This living history and heritage is inextricably linked to the brand’s personality and is present in everything they do.

“It simply cannot be replicated by other brands, and we do not rest on our laurels. Moscot is living history and the company continues marking new milestones,” the company said.

While Moscot boasts over a century of business, they have long attracted free-spirited creatives and independent thinkers seeking classic, timeless eyewear. “We strongly believe in the value of quality craftsmanship and unparalleled customer service. Our brand messaging, including our storytelling, transcends and connects with fans and customers of all ages, backgrounds and cultures. Moscot is ‘classiconic,’ the conflation of classic and iconic, a term we coined and trademarked last year,” the company stated.

The company continues to communicate its rich history to customers through their frame collections such as The Moscot Originals Collection. This collection is based on styles from the Moscot family archives from the 1930s through the 1970s and celebrates the timeless design from past decades.

The eyewear retains the authenticity of the original frame styles including period details, traditional hardware and real glass sunglass lenses that duplicate the old school colors first fabricated by the company in the 1940s. Additionally, many of The Moscot Originals Collection frame names pay tribute to Moscot family members and friends.

Moscot history can also be found on packaging, marketing materials and in the historical family photos on display in their shops. Customer service and brand ambassadors often relay the brand story to customers visiting Moscot shops as well.

This year, Moscot’s marketing initiatives will integrate the brand’s traditional, grassroots approach with a digital-driven plan that is both business and consumer-oriented. The company’s efforts to grow Moscot’s wholesale business in the U.S. and abroad, offers stockists and retail partners a differentiating factor given the brand’s heritage, quality product and New York City roots, promoting independent eyewear at the highest level, the company said.