We see you

Finding independent luxury eyewear was once a tragic fantasy. Then along came Alexander Daas Opticians, whose first shop opened in 1979 in the heart of San Francisco.

Led by our founder, Alex Feldman (the handsome fella pictured) and his 40+ year legacy in opticianry, we now have 3 optical shops in San Francisco, Los Angeles & San Diego/Del Mar, plus an online shopping experience that brings a craftsman's touch to high-end eyewear.

After a decade styling celebrities, athletes, politicians and locals, the young Alex noticed something missing from the luxury market. So he launched our exclusive Alexander Daas brand focused on custom frames for real faces, and that’s when things caught fire.

It's not so much a shopping experience. It's more like finding a freshly minted identity with a team who has deep roots in optical design, luxury eyewear styling, and general kindness. And if you can’t make it in, you can always shop online.