COCO AND BREEZY:

GROWTH STAGE 

From DIY Studded Shades to Global Eyewear Powerhouse
Corianna and Brianna Dotson, twin sisters from Minnesota who felt like outsiders, Coco & Breezy turned necessity into identity by customizing sunglasses with studs and creative flair as teens. Those early lenses acted as protective shields—and the studs became the spark for a vision bigger than fashion.

In 2009, armed with courage and less than $1,000, the twins moved to New York City and launched their eyewear line—starting in a Brooklyn apartment before turning heads across fashion and entertainment with bold, gender-less designs.

Brand Evolution & Market Shift

2009–2012: Boutique beginnings

  • Custom and handcrafted eyewear worn by early supporters like Lady Gaga, Kelly Osbourne, and Prince, who commissioned the iconic “third-eye” frames.

  • The studs and unique shapes became instantly recognizable and culturally valuable long before influencer culture existed.

2013–2018: Fashion circuits & visibility

  • Coco & Breezy become streetwear and celebrity staples, appearing internationally in shows, magazines, and cultural moments.

  • They expanded from NYC fashion circuits into broader cultural spaces, leveraging music and personal brand.

THE BRAND SHIFT

Phase 1: Fashion Moment → Real Business

  • Handcrafted, custom eyewear

  • Fashion shows, editorials, celebrity placements

Phase 2:

  • Strategic pivot away from runway-first thinking

  • Focus on product, operations, and scale

Turning Culture Into Infrastructure

CREWED stepped in to help scale the vision:

  • Repositioned Coco & Breezy as a lifestyle eyewear brand, not just fashion designers

  • Led marketing strategy aligned with mass retail and optical distribution

  • Drove strategic business development for manufacturing + retail readiness

  • Acted as talent managers to the founders—shaping public narrative, partnerships, and long-term positioning

Why Coco & Breezy Wins

  • Founder-led vision with real lived experience

  • Organic celebrity and cultural following (not forced endorsements)

  • Gender-less, expressive design language

  • Brand equity rooted in confidence, individuality, and community

From Boutique to National Distribution

  • Transitioned to mass manufacturing

  • Expanded into optical + blue-light eyewear

  • Distributed in hundreds of eyewear retailers nationwide

  • Stocked by major partners including Nordstrom and Selima Optique

What Changed

  • Built a recognizable, trusted eyewear brand

  • Successfully pivoted from fashion shows to scalable retail operations

  • Created long-term growth pathways across product, distribution, and culture

  • Positioned Coco & Breezy as both creative leaders and serious operators

Culture Built the Brand. Strategy Scaled It.

Coco & Breezy proves that when visionary founders meet disciplined strategy, culture can turn into legacy—and style can turn into a real business.