Dan Levy, Emmy-winning writer, director and actor known for his role on Schitts Creek, has taken his passion for fashion from the screen to the real world with his eyewear brand DL Eyewear. The company has gained a cult following for selling optical, sun and blue light styles, all inspired by Levy’s own need for stylish and practical eyewear.
Levy actually launched the brand in 2013 as a side project with a simple website and a few frames. While filming Schitts Creek, despite not significantly updating the site or releasing new styles, he noticed a significant increase in sales as the show became a worldwide success. As soon as they wrapped up the series in 2020, it was clear that DL Eyewear filled a void for not only Schitt’s Creek fans, but for those looking for a fresh take on eyewear.
Since its revamp two years ago, the brand has seen significant success, as seen in Aubrey Plaza and collecting more than 100,000 followers on Instagram. On September 30, DL Eyewear will launch its fall collection with a campaign created by Gemma Warren. Below, Levy and his Co-Creative Director and DL Eyewear President Elena Doukas tell us about the revival of the brand, the creation of their new collection and their mission to make eyewear more affordable.
Why did you decide to relaunch DL Eyewear?
LEVY: I interrupted the business when Schitt’s Creek started taking off because I couldn’t give it the time it deserved. But what struck me over the next few years was that frames continued to sell on the website. Especially after they started appearing on the show. So when we decided to end it after season 6, I thought, “there’s more interest now than when I launched the brand, and we haven’t done any marketing or promotion in years; what could happen if we really try?” Since then I have never looked back.”
What sparked your love for glasses?
LEVY: Well, I needed glasses to start. If you have to wear something on your face every day, you have to find a way to love the experience of wearing glasses. When I was younger, glasses were still mostly practical. So the idea of using my glasses as a form of self-expression was never really on my mind. But over time, things changed and I really started to love the idea of glasses as an accessory.
You started making your own frames in 2013. What was not available to you in the eyewear market at that time?
LEVY: Affordability is huge for me. Good glasses came at a high price. I would then have to save for a single pair. Today I want to create frames at a price that allows one to collect and exchange frames with their mood or evolving personal style.
What was the thought process behind the award?
DOUKAS: We both wear prescription glasses and we both like to experiment with different styles of glasses. We know how expensive it can be to find a well-designed pair of prescription lenses. But we also realize that not every frame we have fits every outfit or occasion. We wanted the frames to be a reasonable price that would not only work with a care plan, but also allow someone to build an eyewear wardrobe over time. It’s not about endless use of eyewear, it’s about finding basics that match the intricacies of your style.
What is the ethos of DL Eyewear?
DOUKAS: Our motto is “See With Love”, which guides many of the decisions we make. When we relaunched the brand, we wanted it to be our mission to make people feel good and we also wanted to give back to We are currently donating a portion of our proceeds to LISC (the Local Initiatives Support Corporation), an organization that does a great job does work in creating economic opportunities for small businesses, with an emphasis on women-owned businesses, people of color, members of the LGBTQIA+ community, and entrepreneurs in historically disadvantaged neighborhoods.
Your fall collection will be launched on September 30th. What is the inspiration behind your latest styles?
DOUKAS: The entire collection has an undertone of 70s shapes and colors. We wanted our campaign to capture everything in a classic seated school portrait. We’ve always wanted our customers to feel like they could build an eyewear collection with us over time and wanted the campaign to demonstrate the level of versatility behind each frame.
What is the most important lesson you have learned from running DL Eyewear?
LEVY: That it’s about more than just glasses. Like most projects Dan works on, we wanted it to make people feel good, and our community just added to that. It was inspiring to see how much fun our customers are making new releases and how friendly they are to each other. They make every day a party to come to work.
Shop DL Eyewear here.