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Everybody Wants to be Warby Parker: Bluefly's Eyefly Edition

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Ever since eyewear company Warby Parker launched last year, a slew of copycat companies have sprung up, selling fashionable eyewear online, complete with prescription lenses, for under $100. We'll be sticking to Team Warby Parker—not only because they're the original, but because buying a pair of glasses from Warby Parker has the added value of giving a pair to someone in need already built into the $95 price tag. The power of do-gooding trumps all in our book.

Anyway, here's the latest eyewear launch pushing under-$100 frames via the internet—meet Eyefly, a partnership between discount retailer Bluefly and A+D Labs, a company headed up by Alessandro Lanaro, whose other company, Modo has eyewear licensing deals with designers including Jason Wu, Derek Lam, and Seven for All Mankind and sells its products everywhere—from Walmart to Neiman Marcus. Eyefly, Lanaro and Bluefly's joint venture, sells $99 glasses that users can try on virtually on the company's website.

For its launch, Eyefly hired street style photographer Tommy Ton to shoot industry insiders—including Mickey Boardman (we love him!), stylist Dani Stahl, editor Zandile Blay and the fabulous Susie Bubble wearing Eyefly specs.
· Eyefly [Official Site]