“We want to sit on your face,” is rarely a phrase one hears in polite company, much less in the first person plural. But Tortoise & Blonde, an online eyeglasses company based in New Jersey, just adopted the sentence as its new slogan. In fact, the company–run by the father and son duo of Dr. Steven Weisfeld, a trained optometrist, and his son Evan Weisfeld, a former analyst at Credit Suisse and “self-proclaimed culinary master“–have filed applications to trademark the phrase.
“In essence, you know, what do glasses do? They sit on your face,” the younger Mr. Weisfeld told Betabeat by phone from Lollapalooza, where Tortoise & Blonde unveiled the bracing new campaign. “This is almost a rebranding for us,” he explained. “We’ve had this edgy look and feel. We’ve been supporting artists, musicians for the last year and a half with tour support and free vision care. This just brings it all together, kinda like ‘Sex, Specs, and Rock n’ Roll’ type of vibe.”