Thistles
Thistles is a New York-based luxury eyewear brand founded in 2023 that designs and sells Italian-handcrafted cellulose acetate sunglasses through its DTC Shopify store and a global network of luxury retailers including Dover Street Market, SSENSE, and Net-A-Porter.
- Company typePrivate
- Founded2023
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Thistles does
Thistles (legal entity: EVERNEW, LLC) is a New York-based privately held luxury eyewear brand founded in 2023 that designs and sells contemporary sunglasses inspired by late-1970s No wave minimalism. Its core product line consists of seven signature acetate frame styles — The AL, The ATLAS, The CRUZ, The JACK, The MALONE, The LEX, and The SUEDE — each available in multiple colorways, supplemented by a Wire Frame Collection. All frames are handcrafted in Italy from cellulose acetate (a plant-based plastic composed of cotton fibers and wood pulp) with five-barrel hinges for durability and Poly renew lenses for UV protection; the company holds no patents on these standard industry components. Pricing is tiered at $365 per frame for the SUEDE and LEX models and $405 per frame for the premium MALONE model.
The company operates a dual-channel go-to-market combining direct-to-consumer e-commerce through a Shopify-powered online store (thistles.nyc) with global wholesale distribution to luxury retailers and independent boutiques. Wholesale partners include tier-1 names such as Dover Street Market (Paris, New York, Los Angeles), SSENSE (Montreal), and Net-A-Porter, alongside 30+ independent concept stores across 20+ cities in North America (including New York, LA, Brooklyn, Boston, Charleston, Milwaukee, Kansas City), Europe (London, Paris, Berlin, Amsterdam, Barcelona, Stockholm, Aarhus, Paros), Asia (Tokyo, Seoul, Mexico City), and Oceania (Melbourne, Auckland). Thistles is independently owned with no disclosed venture capital or private equity backing, operates with a team of 1-10 employees, and fulfills orders twice weekly via DHL and UPS for global shipping.
Thistles firmographics
Firmographics- Name
- Thistles
- Legal name
- EVERNEW, LLC
- Website
- https://thistles.nyc
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Thistles is a New York-based luxury eyewear brand founded in 2023 that designs and sells Italian-handcrafted cellulose acetate sunglasses through its DTC Shopify store and a global network of luxury retailers including Dover Street Market, SSENSE, and Net-A-Porter.
- Ownership category
- akta.pro rank
Thistles industry classification
Industry- Product category
- Luxury Eyewear
- NAICS
- Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Luxury & Designer Eyewear (CRAAAKAD)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Luxury Eyewear (Sunglasses & Optical) (CRAKAFAG)
Keywords
Where Thistles is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Thistles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Direct one-time product sales through thistles.nyc Shopify store to consumers worldwide
- Wholesale to Global Retailers: Wholesale distribution through global luxury retailers and department stores including Dover Street Market, SSENSE, Net-A-Porter, and independent boutiques worldwide
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | The SUEDE and The LEX frames |
| Unit Pricing | Pay-as-you-go | The MALONE premium frames |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Thistles product offering
Product offeringCore offering
Thistles designs, manufactures, and sells premium handcrafted sunglasses and eyewear frames. The brand offers seven signature acetate frame styles (AL, ATLAS, CRUZ, JACK, MALONE, LEX, SUEDE) plus a wire frame collection, made in Italy from plant-based cellulose acetate with Poly renew UV lenses. Products are sold direct-to-consumer via a Shopify e-commerce site and through a global network of luxury retailers.
Product overview
Thistles is a New York-based luxury eyewear brand offering a unified collection of handcrafted sunglasses. The product portfolio centers on seven signature acetate frame styles—The AL, The ATLAS, The CRUZ, The JACK, The MALONE, The LEX, and The SUEDE—each available in multiple colorways. Additionally, the brand offers a Wire Frame Collection. All frames are manufactured from high-quality cellulose acetate with five-barrel hinges and Poly renew lenses for UV protection, handcrafted in Italy. Frames are priced at $365 for the SUEDE and LEX models, and $405 for the MALONE model. Products are sold through direct-to-consumer online sales and a global network of retail stockists.
Differentiator
Problem solved
Functional benefit
Products and services
- The SUEDE A slim rectangular acetate frame with a low profile inspired by late 70s No wave minimalism. Made from cellulose acetate with five-barrel hinges and Poly renew lenses for UV protection, handcrafted in Italy. Priced at $365 per frame.
- The LEX A sleek wrap frame with visor-like silhouette designed for speed. Features acetate construction with five-barrel hinges and Poly renew lenses for UV protection, handcrafted in Italy. Priced at $365 per frame.
- The MALONE A premium acetate sunglasses collection featuring metal accents and Poly renew lenses for UV protection, handcrafted in Italy. Priced at $405 per frame.
- The AL One of Thistles' seven signature acetate sunglasses frame styles.
- The ATLAS One of Thistles' seven signature acetate sunglasses frame styles.
- The CRUZ One of Thistles' seven signature acetate sunglasses frame styles.
- The JACK One of Thistles' seven signature acetate sunglasses frame styles.
- Acetate Collection Eyewear collection made from cellulose acetate, a plant-based plastic composed of cotton fibers and wood pulp, handcrafted in Italy.
- Wire Frame Collection Wire frame eyewear collection complementing Thistles' acetate frame portfolio.
Companies that use Thistles
Customer profileSegments2 records
Ideal customer profiles2 records
Thistles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Thistles partnerships and signals
Strategic signalPartnerships
36 partnerships are on record, tiered core and minor.
- Dover Street MarketcoreFlagship retail partner with locations in Paris, New York, and Los Angeles. Dover Street Market is a renowned luxury fashion retailer known for stocking cutting-edge and independent fashion brands globally.
- SSENSEcoreMontreal-based online luxury fashion retailer. SSENSE is a major global destination for curated luxury and contemporary fashion.
- Net-A-PortercoreMajor online luxury fashion retailer. Net-A-Porter is one of the world's premier destinations for luxury fashion and accessories.
- Voo StoreminorBerlin-based concept store and fashion boutique known for curating innovative fashion and design brands.
- HAVNminorMelbourne-based lifestyle and fashion boutique.
- Absolutely FabricsminorToronto-based fabric and fashion boutique.
- GraysminorToronto-based boutique retailer.
- BassalminorBarcelona-based fashion boutique.
- CarmenminorAmsterdam-based fashion boutique.
- CEMENTminorAmsterdam-based concept store.
- Dolores at Palm HeightsminorGrand Cayman-based boutique at Palm Heights resort.
- Hi-ByeminorMexico City-based fashion boutique.
- htownminorLondon-based fashion boutique.
- JackpotminorLondon-based fashion boutique.
- Luura HotelsminorParos, Greece-based boutique hotel with retail component.
- ManholeminorLondon-based fashion boutique.
- Nitty GrittyminorStockholm-based concept store.
- One of a FewminorVancouver-based fashion boutique.
- RaastedminorAarhus, Denmark-based boutique.
- Simon JamesminorAuckland, New Zealand-based design boutique.
- AMOMENTOminorSeoul, Korea-based fashion boutique.
- The Other SideminorSeoul, Korea-based fashion boutique.
- 00minorTokyo, Japan-based fashion boutique.
- BomiminorNew York, NY-based boutique.
- Bona DragminorMilwaukee, WI-based boutique.
- Café ForgotminorMilwaukee, WI-based fashion boutique.
- Hero ShopminorLarkspur, CA-based boutique.
- Jake & JonesminorSanta Barbara, CA-based boutique.
- Mergers ShopminorKansas City, MO-based boutique.
- Mohawk General StoreminorLos Angeles, CA-based general store and boutique.
- NonnaminorLos Angeles, CA-based boutique.
- OutlineminorBrooklyn, NY-based boutique.
- Peggy MercuryminorKent, CT-based boutique.
- TangerineminorNew York, NY-based boutique.
- The Cooper HotelminorCharleston, SC-based hotel boutique.
- Viola LovelyminorBoston, MA-based boutique.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Thistles competitors and assessment
Company assessmentDirect peers
- Retrosuperfuture: Italy-produced independent luxury eyewear brand with a similar minimalist design sensibility, comparable price points, and overlapping distribution through Dover Street Market and other curated luxury stockists.
- Jacques Marie Mage: Luxury designer eyewear brand selling handcrafted limited-edition frames at premium prices ($400-$800+) through Dover Street Market, SSENSE, and other stockists that also carry Thistles. Shares the same designer-led positioning and selective distribution model.
- Cutler and Gross: British luxury eyewear brand known for handcrafted acetate frames with distinctive design, sold at premium price points through Dover Street Market and other curated stockists that overlap with Thistles' distribution.
- Garrett Leight California Optical: Independent California-based luxury eyewear brand with comparable price points ($200-$400) and acetate frame construction. Sells DTC and through premium global stockists, making it one of the closest direct competitors to Thistles.
- Raen Optics: California-based independent eyewear brand with handmade acetate frames in a similar price band ($150-$350), DTC-led with selective wholesale, and a minimalist design language similar to Thistles.
- Akila: LA-based independent luxury eyewear brand with acetate frames, similar minimalist aesthetic, comparable price points ($200-$400), and a DTC + wholesale hybrid model targeting fashion-forward consumers.
Broad incumbents
- Persol: Iconic Italian heritage luxury eyewear brand (Luxottica-owned), handcrafted in Italy with acetate frames. Comparable craftsmanship narrative but operates at much larger scale with broader distribution and full optical/sun assortment.
- Warby Parker: Public eyewear company offering prescription and sunglasses at more accessible price points. While positioned at a lower price tier than Thistles, it represents the scaled DTC eyewear model that Thistles operates within at a luxury premium.
- Oliver Peoples: Established luxury eyewear brand (now part of EssilorLuxottica) with broader product assortment including optical and sunglasses at premium price points. Represents the scaled incumbent in the same luxury eyewear category Thistles operates in.
Emerging players
- Andy Wolf Eyewear: Austrian independent eyewear brand with handmade acetate frames and a design-forward aesthetic at comparable price points. Operates at a slightly larger scale than Thistles with overlapping independent boutique distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Thistles social profiles
Digital presenceThistles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thistles leadership team
Management profileNumber of profiles
Thistles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thistles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thistles
What does Thistles do?
Thistles designs, manufactures, and sells premium handcrafted sunglasses and eyewear frames. The brand offers seven signature acetate frame styles (AL, ATLAS, CRUZ, JACK, MALONE, LEX, SUEDE) plus a wire frame collection, made in Italy from plant-based cellulose acetate with Poly renew UV lenses. Products are sold direct-to-consumer via a Shopify e-commerce site and through a global network of luxury retailers.
Is Thistles a public or private company?
Thistles is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thistles founded?
Thistles was founded in 2023. It employs 1 to 10 people.
Where is Thistles based?
Thistles is headquartered in New York, United States, in the North America region.
How does Thistles make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Global Retailers.
Who are Thistles's main competitors?
Direct peers on record are Retrosuperfuture, Jacques Marie Mage, Cutler and Gross, Garrett Leight California Optical, Raen Optics and Akila. Broad incumbents are Persol, Warby Parker and Oliver Peoples. Andy Wolf Eyewear is listed as an emerging player.
Does Thistles have an API?
No public API is recorded for Thistles.
What industry is Thistles in?
Thistles's product category is Luxury Eyewear. Its primary akta.pro industry code is CRAAAKAD, Luxury & Designer Eyewear, with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 45613 and its SIC code is 3851.