In this episode of Retail Conversations, Lucas and Luna examine how Warby Parker disrupted the eyewear market by vertically integrating design, manufacturing, and direct-to-consumer sales. They trace the company's origins in 2010, when four MBA students noticed that a single Italian conglomerate, Luxottica, controlled over 80 percent of the global eyewear market. By cutting out middlemen and selling glasses online for $95, Warby Parker forced incumbents to lower prices and rethink their retail strategies. The hosts discuss the economics of a $95 pair of glasses — roughly $15 in materials, $20 in frames, and $50 in lenses — and how Warby Parker built a brand around a home try-on program that converted 10 percent of customers. They also explore the company's expansion into physical stores, its optical lab in upstate New York, and the challenge of maintaining a mission-driven brand while competing with Amazon and EssilorLuxottica. By the end, listeners understand how one startup catalyzed a shift that saved consumers billions and reshaped an entire industry.