As wearers of eyeglasses, Blumenthal and Gilboa sought to provide eyewear to everyone at significantly reduced costs compared to those already saturating the eyewear market. Using in-house designs and avoiding licensing fees, the company also allows consumers to "try before you buy", receiving 5 pairs of glasses via mail-order to try on at home at no charge.
Sharing in the One-for-One business model, similar to TOMS Shoes, whereby every product sale generates a donation of eyeglasses to a nonprofit organization that helps distrubute them to people in need. As of 2013, they had donated over a half million pairs of eyeglasses.
The company's name is from in a Jack Kerouac work.
