Velvet, Glittery Sunglasses Now Available in Soho

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Eyewear brand Italia Independent is no longer independent of the U.S.—WWD reports that they've opened their first-ever American store at 85 Mercer Street. Among the multitudes of shades and frames: sunglasses in velvet, glitter, and denim varieties.

The store will carry Italia Independent's entire line, including eyewear from $197 to $497, as well as collaborations with Adidas Original and blogger Chiara Ferragni. The shop is adorned with a mini Fiat 500 and a hanging "cloud" made of colored and mirrored lenses. "Everything is displayed in a way that will give the customer a feeling of ease when they come inside," co-founder Andrea Tessitore told the paper.

She continued: "The eyewear market is — I wouldn't say sad, but it is boring. People think that Warby Parker is an innovation, but what's the innovation? Can Warby Parker be considered a brand? No. It's an eyewear company. What Italia Independent brings is a brand with innovation. We are a lot more than just an eyewear company or another pair of glasses."

One way to stand out from all those sad, boring brands? Offer sunglasses in materials normally reserved for cuddling in.

Behold, velvet shades:

And another, for good measure:

· Italia Independent Lands in NYC [WWD]
· Now Open [Racked NY]
· Where to Buy Sunglasses: Sixteen New York City Shops [Racked NY]