In 1927, Jack Cohen began selling eyeglasses from a pushcart in New York City with a novel goal: to match each wearer with a pair that fit their style as well as their prescription. Today, specialists carry on his philosophy with prescription specs from American and European labels such as Prada, Valentino, and Coach. After a visitor sits down for a fitting, a trained style professional handpicks the eyeglasses or sunglasses that best complement their face shape, eye color, and tattoo of four eyeballs. Frames come in a variety of colors and materials, and each can be customized with polarized and optical-quality lenses to ward off glare and UV rays. Meanwhile, a team of optometrists resides onsite to assess the pupils during comprehensive eye exams.