Few heritage brands manage to balance longevity with relevance but MOSCOT has built an enduring business by doing exactly that. Founded on Manhattan’s Lower East Side over 110 years ago, the five-generation, family-owned eyewear company has become one of the rare independent success stories in a category increasingly shaped by global luxury groups and fast-paced consolidation.
With its Spring 2026 Collection and new campaign, Customized by MOSCOT, the brand is leaning further into what has always set it apart: craftsmanship, intimacy, and individuality. From hand-dyed Custom Made Tints™ to a retail strategy rooted in cultural connection rather than scale alone, MOSCOT continues to evolve while remaining deeply anchored in its origins.
In this interview, Dr. Harvey Moscot, CEO and 4th Generation leader, alongside Zack Moscot, Chief Design Officer and 5th Generation, share how the company approaches growth, independence, global expansion, and the future of eyewear all while protecting the authenticity that has defined MOSCOT for more than a century.
MOSCOT has remained family-owned for over a century. How do you balance preserving legacy while still evolving as a modern global brand?
Our legacy is our foundation, not a constraint. We stay grounded in the values passed down through generations – fairness, craftsmanship, and optical expertise – while continually evolving how we design, communicate, and operate. Respecting where we came from allows us to move forward with confidence and clarity.
In an industry dominated by luxury conglomerates, what does independence allow you to do differently creatively and commercially?
Independence gives us freedom – creative freedom to design with intention and commercial freedom to grow at our own pace. We’re not driven by short-term demands but by long-term relationships, quality, and authenticity. That allows us to take thoughtful risks and remain true to who we are.
What has been the key business driver behind MOSCOT’s global growth in recent years?
Our growth has been driven by consistency – consistent product quality, service, and storytelling – combined with a disciplined approach to expansion. We open Shops in cities that share our cultural values and where customers genuinely connect with our story.
How do you think about scaling without losing the brand’s authenticity?
We scale by replicating feeling, not just footprint. Every MOSCOT Shop is designed to reflect the warmth, character, and neighborhood spirit of our Orchard Street location. Authenticity comes from people, culture, and experience – not size.
What is the current balance between direct-to-consumer and wholesale in your strategy?
Today, our business is approximately 70% direct-to-consumer and 30% wholesale. Both channels are important to us, but we’re highly selective with our wholesale partners, prioritizing independent opticians who share our values, expertise, and commitment to craftsmanship.
How important are physical stores today in driving revenue and brand equity?
Our Shops are central to both revenue and brand equity. They’re where customers fully experience MOSCOT – our product, our people, and our story. While digital channels introduce the brand, physical Shops create lasting emotional connection.
Which international markets feel most critical for MOSCOT’s next chapter?
Europe and Asia-Pacific remain key growth regions for us. Markets within these regions share a strong appreciation for craftsmanship, heritage, and thoughtful design – values that align naturally with MOSCOT. We continue to focus on culturally influential gateway cities where our story and product resonate organically. We’re also keeping an eye on emerging opportunities in South America where independent retail and design culture are gaining momentum.
How do you approach collaborations or partnerships while protecting brand positioning?
We approach collaborations very deliberately. Any partnership must feel authentic and additive – where one plus one truly equals three. If it doesn’t align with our values, craft, and story, we simply don’t do it.
What are the biggest operational challenges of running a heritage eyewear business today?
The challenge is maintaining consistency and intimacy as we grow globally. Ensuring every Shop, team member, and customer interaction reflects our family culture requires constant attention – but it’s also what makes MOSCOT special.
How important is online direct-to-consumer for MOSCOT today, and approximately what share of your total sales does it represent?
Online direct-to-consumer is an important channel for discovery, convenience, and global reach. It represents approximately 16% of our total sales. That said, it complements – not replaces – the in-Shop experience, which remains central to how customers fully engage with our brand, product, and expertise.
Looking ahead 5–10 years, what does success look like for MOSCOT as a company, not just a brand?
Success means remaining family-owned, design-driven, and culturally relevant – while continuing to grow thoughtfully. It’s not about scale for scale’s sake, but about building a global community that feels connected to our story.
How do you see the future of eyewear evolving as major tech players like Apple, Google, and Meta enter the category with smart glasses?
Technology will play a role, but eyewear will always be deeply personal. Design, comfort, and human connection matter. If technology enters our world, it must enhance – not overpower – the optical and emotional experience.
Looking ahead, what advice would you give to independent opticians, and what should they focus on to stay competitive in the future?
Focus on expertise, trust, and personal service. Curate thoughtfully, educate your customers, and stay true to your identity. In a crowded market, authenticity and human connection remain the strongest differentiators.
As eyewear enters a new era shaped by shifting consumer expectations, customization, and even emerging smart-glasses competition, MOSCOT’s strategy remains notably disciplined: scale thoughtfully, stay culturally grounded, and protect the human craftsmanship at the core of the brand.
For Harvey and Zack Moscot, success isn’t defined by rapid expansion or trend-driven collaborations, but by sustaining a rare combination in today’s market: independence, design integrity, and emotional connection. In an industry increasingly dominated by conglomerates, MOSCOT’s next chapter offers a compelling blueprint for how legacy brands can grow globally without losing what made them matter in the first place.
