What happens when passionate people are not satisfied the status quo? Innovation. More than 20 years ago, Belgian opticians Patrick Hoet and Wim Somers each had their own optometry businesses; however they were not happy with the collection of frames they were receiving. The whole lot they stocked was mind-numbing, mass-produced junk so they teamed up and created their own unique brand. Theo Eyewear was born from a passion to offer quality designer glasses that are as unique as the person that wears them.

Ralph who owns ic! berlin starts this show off with a bang! I mean he gives new meaning to his "I have nothing" idea. Incredible new frames!

Watch him kick off the show and watch the runway show here! Very PG-13 at the beginning but everything is blurred out! ;) ic Berlin eyewear only at The Eye Bar in St Louis.

We are excited to be a part of Alive Magazines Fashion Week and featured eyewear provider!  The models will be wearing eyewear from Oliver Peoples, Badgley Mischka, Robert Marc, ic! berlin, Paul Smith & Sama. Hopefully you can make it out for the event this Saturday! If you cant make it Saturday to the show, please stop by the store to see the latest in eyewear! We love our to share our passion for the finest in eyewear with you!

The Show: Bud Select Presents Liquid Style
The Essentials: Saturday, September 11; 7pm Select Pre-Party, 8pm Fashion Show at Old Post Office Plaza (9th & Locust St., Downtown), 10pm After Party at The Pepper Lounge
Why It’s A Must-See: If you have yet to make it to the area’s newest shops, now is your chance to get personal with the goods you’ve been hearing about through the grapevine. Featuring fall looks from five hot rookie retailers (NV on Washington, Klutch in Town & Country, Rung in Rock Hill, Boutique 83, and The Eye Bar in the
Central West End and Sole & Blues—which isn’t “new” so much as a mainstay in The Loop, but has recently relocated, resulting in drastically-expanded inventory), an under-the stars runway will serve as an ideal setting for the fresh-and-sexy lineup.

For up-to-the-minute info on Saint Louis Fashion Weeks and to purchase tickets, Log on toalivemag.com/fashionweek.

Our friend Whitney was a model at the fist day of Fashion Week with Alive Magaizine. Here are some pics of our pals and customers!