NW77TH – Smoot Hoperator

Jenny are you okay, are you okay Jenny??

She sure is, and looking amazing wearing the “Smooth Hoperator” frame by NW77th with its unique rubber coating and colourful end tips. NW77th likes to use ideas that work in other industries and bring them to the optical industry. Their metal collection make use of block steel that are strong and very light weight. Not that unique maybe, but what about their paint finish; a light rubber coating also used at the VW manufacturing facility in Germany to coat door handles to give it its indestructible matte finish. Being proud of their 5 generation old St. Louis heritage, they name all of their metal frames after small craft beers in the USA.

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This frame is made of a surgical grade stainless steel that is folded many times the same way a Japanese Samurai sword is made. This material is stronger and more durable than any metal on earth. The end tips are Japanese Acetate, one of the most durable and high quality products available. They design all of their acetate colors themselves and they are exclusive for NW77th. One of their latest features just released this past fall, is their frame color changing technology where the frame actually changes color.

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About the brand:

Dating back to 1879, the Erker family has been active in the optical arena. Starting as a lab five generations ago, their family has continued to innovate and kept surprising the market, which won them many awards over the years.

Most recently, they brought NW77th to the forefront. While working in their retail stores, they couldn’t take notice that the younger generations (16-40 year olds), were gravitated to their vast selection of styles, shapes, quality, and service that they had to offer, but would leave without purchasing because of price. With their own reputation on the line, they embarked on a mission to find a luxury brand that could offer everything they needed in order for them to be proud to sell in their local market. They kept coming up empty. Then they went to the drawing board…literally!

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Their first collection included 9 models with 3 colors each. Longtime friends and partners in the industry, who also had retail stores, took notice and soon began asking if they could buy NW77th to sell in their own stores. They quickly began selling lots of it and kept begging to come out with more. At this point the Erker family knew this collection had some legs! They quickly expanded the brand to 60 models and sent them out to their salesforce in the US and Canada where they have had great success.


Shooting: TEFdoesAUSTRIA
Eyewear: Smooth Hoperator by NW77TH
Model: Jennifer Bitsche, eyewear blogger at Faceprint
Photographer: Marina Schedler Photography

Author: maarten weidema

After designing eyewear for over 18 years, TEF founder Maarten Weidema now solely writes about his fellow designers in the optical industry. His mission is to publish interesting and beautiful content to the international optical arena, backed up by a large group of bloggers from around the world.

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