Owner Richard Golden waited ten years before he found the perfect Soho spot to open his hip glasses brand’s third NYC location (the other two are on the Upper West Side and in the West Village.) The 900-square-foot space gives off a homey vibe with hardwood floors, simple beige rugs, oversize mirrors and pyramid-shaped desk lamps. On the walls, vintage black-and-white photos capture people donning retro styles similar to the more than 800 house-brand frames ($169–$369, including a single-vision prescription lens) you’ll find on the store’s shelves. Look bookish in tortoiseshell prescription glasses with snakeskin details ($339), or opt for ladylike cat-eye specs ($299). Those on a budget will appreciate the assortment of nonprescription sunglasses, including mod thick-framed, circle-shaped shades ($99)—they’re all priced less than $100.