In celebration of their launch, Theory sunglasses took to the streets of Manhattan where they were fitted and feted by chic denizens city-wide. From the West Village to the Upper East Side, passersby received a bit more than their 15 minutes of fame as they were chosen to be interviewed on their fashion styles and then assisted with the selection of the perfect fall accessory: Theory sunglasses.

Captured on film, these 29 and counting “street stars” were selected for their embodiment of New York’s everyday fashion pastiche. Billi (top) was spotted in the trendy Meat Packing District on 14th Street and 9th Avenue in front of the Apple Store. Wearing stylized accessories and a charming smile, Theory’s full-rimmed Hudson sunglasses in tortoise suited her retro look perfectly. Meanwhile, Traci (right) of Park Slope, Brooklyn, was stopped on Greenwich Street sporting a chic “Diana Vreeland meets Grace Kelly” ensemble. Theory’s translucent Mercer style shades completed her smart fashion flair.

Each of Theory’s sunglass styles are named for iconic New York City streets. The Astor, the Gansevoort, the Mercer, the Hudson and the Essex are all sunglass models paying tribute to the urban environments that inspired them.

Check out the full project, featuring each participant and their fashion story, on the Theory web site:

—Jackie Micucci