Warby Parker Third Ward

Warby Parker Opens in the Third Ward this Week

Let our four-eyed friends rejoice!

Gone are the days when glasses were considered tragically unhip, thanks in part to Warby Parker.

The company has carved a niche for itself in a crowded retail market selling on-trend eyewear at a lower price point than comparable designer boutiques. And business for the bespectacled enterprise has been good. Since its founding in 2010, the company has opened 60 brick-and-mortar storefronts around the United States and Canada.

And this Friday, September 29, the eyeglass superstore opens an outpost in the Third Ward, Wisco’s first.

The storefront – which shares a block with two of the neighborhood’s hippest haunts, Stephanie Horne Boutique and MOD GEN – has been designed to look like an old-timey library, complete with colorful displays of books, a marble reference desk, oak shelving and brass detailing throughout.

The location also features an original mural by artist Nate Harris, as well as a pair of limited-edition sunglasses available exclusively in the Third Ward.

The storefront, located at 315 N. Broadway, will be open daily, from 11 a.m. to 7 p.m.

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Lindsey Anderson covers culture for Milwaukee Magazine. Before joining the MilMag team she worked as an editor at the Museum of Contemporary Art Chicago and wrote freelance articles for ArtSlant and Eater.