“DJ Khaled does not know what the price of sunglasses is, right?” Schottenstein says. Privé Revaux, at its peak, costs $50, with many frames coming in at $30. Since his social media effusion for the brand, DJ Khaled has released a capsule with luxury brand Dolce & Gabbana, and his frames, which have often appeared on his Instagram over the last months, retail for $350. Like, laughably cheap, especially when compared to the sunglasses that celebrities normally wear. But divorcing the word from shoddy craftsmanship and materials, Privé Revaux sunglasses are cheap. When speaking with Schottenstein, I’m careful to not use the word “cheap,” because “cheap” carries connotations with quality. “The key is if you actually make high quality product, and it’s fantastic, will wear them.” This pattern is so common as to be cliche, and a quick search shows musician Demi Lovato, actress Rebel Wilson, and influencer Olivia Culpo all sporting the brand in the press - and therefore, to you - within the last month. Foxx gifts liberally, so when he sent a box to his good friend DJ Khaled, the music producer raved about them to his 20-some million followers. Jamie Foxx, a style icon in his own right, was not only part of that original crew but regularly appears in Privé Revaux’s promotional materials. All celebrities wear sunglasses, but few have been so instrumental from the start of a sunglass brand. Blueprints began in late 2016, with an official launch in 2017, and the company has essentially risen on the backs of those same celebrities, who told their friends, who told their friends, ad infinitum. Founded by himself, the man with the plan’s know-how, he partnered with a handful of actors and actresses, including Steinfeld, Jeremy Piven, and Ashley Benson. He’s even ventured into venture capital, investing in well-known brands like Onewheel and Mizzen+Main.īut Privé Revaux is distinct, and not just because of Schottenstein’s own enjoyment. His streak continued with a number of companies in various industries, from one that makes business invoicing software, to another that elevates the humble collar stay, and even a short-term pool rental app a la AirBnb, for which he’s still involved and will hit his one-year anniversary in July 2021. It began with his luxury menswear line Astor and Black, which reportedly netted him an eight-figure payout upon its sale in 2011. “Celebrities,” he says, “are giving the consumer reason to believe.”Įven at his young age, Schottenstein has been often described as a serial entrepreneur. But even this is intentional, as his eyewear company was founded with and is continually buoyed by Hollywood A-listers, and because of that, their names - and they themselves - are as familiar to him as your work colleagues over a Zoom meeting are to you. From his conversation, one might initially assume he’s obsessed with celebrity, as often as he mentions it. He’s comfortable, but one would not describe him as casual. Schottenstein, from his home in Miami, wears a striped polo and a tangle of multicolored bracelets, which he does not explain as he casually reach to rub the back of his close-cropped dark hair. It’s not something that you’re looking to really run away from.” “To have partners like that, are really passionate, that really care, in a space that I really enjoy, it’s unique. She went into the granular, the shapes of the frames, he says. In the first minutes of his call with The Manual, the 37-year-old founder of sunglass company Privé Revaux says that just that day, that morning, at a time when most people are having their first cup of coffee, actress Hailee Steinfeld ( True Grit, Spider-Man: Into the Spider-Verse) called him to discuss a future line of signature eyewear. For someone who’s not a starf-er, David Schottenstein sure likes to talk about celebrities.
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