Tortoise & Blonde

Launched in New Jersey by father-son team Steven and Evan Weisfeld in 2010, this affordable e-commerce eyewear company sets up a permanent shop on the second floor of Urban Outfitters’ Noho store. You’ll find the full 35-piece collection ($97–$177, including lenses), as well as a limited-edition line exclusive to Urban Outfitters, stylishly displayed in retro-fitted Roadie cases, once used by musicians to carry equipment. Standouts for men include faux-wood sunglasses ($137) and semi-rimless specs ($117), while ladies should look for cat-eye frames ($97) and tortoiseshell glasses ($97). Have your prescription filled in the frames of your choice—the finished product will be shipped to you for free in just three to five days.