What’s New?

Hoffmann Horn–now at Jefferson Square

Nature is the source of inspiration – and provides the materials for Hoffmann Natural Eyewear. The appeal of natural horn to the eye and skin can be seen and felt in every fiber.

One subtle attribute of Hoffmann frames is the absence of logos. Hoffman believes in understatement as a statement. The focus is always on the personality of the wearer.

A multitude of handcrafting skills and a passion for perfection create the individual charm of every frame, in a discrete and stylish handmade design.

100% handmade in Germany since 1978 means the synthesis of experience and progress. Traditional craftsmanship unites with innovative ideas and new potential.


SABINE BE.–now at Jefferson Square

Be bold and be seen in Sabine Be!

Sabine grew up in the optical industry in Orléans, France. Knowing both fashion and optical made designing eyewear a natural fit for Sabine. Her vision for dreamy, playful frames is fully realized in this knockout collection. Earthy tones punctuated with bold pops of color, strong geometric lines, and whimsy are all a part of the Sabine Be aesthetic.

Sabine Be is now available at our Jefferson Square boutique. We are certain you’ll be charmed by Sabine’s bewitching spectacles and sunnies.

Blake Kuwahara is now at all 3 locations!

Even designers have a hard time finding the perfect pair of specs. Driven by personal desire, Blake Kuwahara, created stylish, yet understated eyewear that will appeal to professionals with an artistic bent. Signature looks include several pieces with a subtle, frame within a frame effect. Muted colors and sculptural details round out the aesthetics of this elegant and refined collection.

Blake Kuwahara has become such a favorite at our Jefferson Square boutique, we decided to share the love. The collection is now at all three Santa Fe Optical locations!

Cinematiq–new at all 3 locations!

This one is for all the spexy cinefiles out there. Our friends at VINYLIZE Eyewear have reeled in a brand new concept–frames within a frame. CINEMATIQ Eyewear features a strip of 16mm film on each temple. We give this certified fresh collection two thumbs up! CINEMATIQ is now showing at all three locations.

DITA–now at the Village at Westlake

We now carry DITA eyewear at our shop in the Village at Westlake!

DITA’s elegant East meets West aesthetic recalls influences ranging from Hollywood’s glamorous Golden Age to the mechanized beauty of the Industrial Revolution. Their ability to enhance and transform a wearer’s persona has earned DITA a cult-like following among the world’s most influential celebrities, stylists, and trendsetters.

Morgenthal Frederics–now at the Arboretum Market

In 1986, New York optician Richard Morgenthal purchased the iconic Frederics Opticians, and the first Morgenthal Frederics store was born on Madison Avenue. In the years to follow, Morgenthal Frederics slowly expanded into several other storefronts to further establish itself as the leading luxury optical shop in Manhattan.

The Morgenthal Frederics collection is a perfect convergence of style, craftsmanship, and function. Each piece is created with the finest materials to standards of excellence unrivaled in the industry.

If you are looking for classic eyewear with a twist–come see these designs today! Morgenthal Frederics is available exclusively in Austin at our Arboretum Market location.