About Us


Private Label derives its name and philosophy from the Japanese word shokunin. Shokunin is defined as ‘craftsman’ or ‘artisan,’ but such a literal definition does not convey the deeper meaning. To be a Shokunin isn't just about having technical skills, it also implies an attitude and social consciousness. The shokunin have a social obligation to work to the best of their ability for the general welfare of the people.


In 2011, a group of veterans in the optical industry put their heads together and came up with a plan to support independent ECPs from the onslaught of the big box store, insurance discounts, and online sales. Kevin Kim and Edward Choy brought 20 years of experience working with both manufacturers abroad and ECPs in North America. Our German partner’s, F+M Project, brought over 50 years of combined experience in the European markets, collaborating with several reputable eyewear designers and manufacturers such as Alain Mikli. Our goal, as an employee-owned eyewear company, is to create and distribute collections that serve the changing marketplace while bringing quality and value to our retailers.


Private Label has grown through relationships cultivated over many years in the optical industry. We seek to partner with independent retailers who pride themselves in providing quality eyewear and, more importantly, impeccable customer service. As their businesses evolve, we strive to adapt to emerging trends while staying true to our initial goal, bringing a high-quality product to independent ECPs. We want our retailers to be able to provide their patients with exactly what they are looking for: on-trend, comfortable, reasonably priced, high-quality eyewear.



Made in Japan at the Hamamoto factory, SHŌ combines classic and modern styles using the highest quality Japanese titanium and acetate. The design for this collection is a collaboration with partners from Europe, North America, Korea, and Japan. Offering global-fit styles, SHŌ accommodates a range of sizes and fits while maintaining a sleek and stylish approach.


Our goal with this collection is to take the guesswork and risk out of ECPs curating their own brand. We have pulled from our combined experience to curate a collection of over 500 SKUs, with new styles coming out 4 times a year. All frames can all be custom engraved at no additional cost with quick turnaround times and low minimums. We work with factories in Germany, France, China and Japan to manufacture a range of styles and price points. Every dollar we save not paying for a license we put back into our retailer's pockets allowing them to have higher margins. We also offer a variety of brand support items, with our custom POP and a large library of customizable digital marketing materials to be used in the office.