Want to discover the leaders of the GenEYE eyewear aficionados? Just search the SEE of SHADES out there since the Millennial masses love their sunglasses. But… guess what? You might be letting them shop elsewhere, and that could spell doom for the masters of optical retailing. This new generation is gearing up for their big hug of eyewear and the first step is… SUNGLASSES. Don’t let them drift away to online or department stores or specialty sport shops. They need YOUR expertise. They are totally ready for a wardrobe of sunwear in their lives. Are YOU ready? Maybe 20/20 can help. Here are some hints for selling sun to GenEYE.

—James J. Spina

Still Photography: NED MATURA

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From top: MODO 660 from Modo Eyewear; SILHOUETTE 8146 from Silhouette

From left: SUN TRENDS 180 from i-dealoptics; JOHN from SALT. Optics; LULU GUINNESS 119 from Tura; DAMIR DOMA Laurence from Mykita

From left: JACK HUSTON 5302 from Oliver Peoples; XOXO X2332 from The McGee Group; SANFORD HUTTON CS291 Carnivale II from Colors in Optics; GEEK EYEWEAR Rouq 4.0 from LBI Eyewear



  1. Don’t get bogged down in the tried and true brands YOU like. Find out what GenEYE wants and be ready for the rapidly changing trends THEY demand.
  2. Think TECH more than you’ve ever thought tech before. It’s not what’s now. It’s what’s going to be NOW tomorrow.
  3. Vintage might be cool and trending but this surge of retro must be tweaked with a flair for what’s modern. They aren’t interested in iPhone 6. They want iPhone 8… and 9.
  4. Be ready to shape shift fast. Big and Bold is rapidly becoming Big and… Old.
  5. Remember that GenEYE is totally devoted to customEYEzed developments and sunwear that says lots about THEM. This might be the perfect opportunity to embrace OUR EYEWEAR for THEIR SUNWEAR.
  6. This new breed of achievers loves anything sport-related, and SUN SPORT EYEWEAR rules their arena.
  7. Fashion is fine… but function is the name of GenEYE’s game so be sure to be the expert when it comes to the actual extremes of protection offered by the best sunwear brands.
  8. GenEYE is easily obsessed (in a good way) with staying forever young. Sunwear plays to great potential in the reality of anti-aging and eye disease prevention.
  9. No generation has ever noted the impact of sunglasses on celebrities and sport stars. Follow 20/20 on all varieties of socialEYEzing in order to stay on target for what’s being worn RIGHT NOW. Looks like 2020mag might be your best Facebook, Twitter and Instagram friend.
  10. GenEYE is on the verge of some significant Rx issues but when it comes to SUNWEAR… They LIVE in that glow already.