Brutalist High-Fashion Valley Eyewear Appoints The Frame Affair As Exclusive USA Distribution Agency

Independent premium eyewear brand Valley Eyewear has appointed The Frame Affair as its exclusive USA distribution agency, marking a significant step in the brand’s global optical boutique expansion strategy. The Hawaiian Islands will remain under management by Valley’s current representative Angie Murphy.

Known for its stylistically complex aesthetic blending street culture, bold design, and Japanese craftsmanship, Valley Eyewear has built an international cult-like following among fashion-forward consumers and independent optical retailers. 

Michelle Obama, Chris Hemsworth, Teddy Swims, and Celeste Barber are just some of the faces Valley Eyewear’s designs have accentuated, solidifying its position as a global fashion leader.

All of Valley Eyewear’s models are designed in Australia and hand crafted in Japan using premium metals and acetates.

As the exclusive distributor, The Frame Affair will oversee brand development, retail partnerships, and market strategy, with an emphasis on positioning Valley Eyewear within independent optical practices that value originality, craftsmanship, and distinctive design.

“We’re incredibly excited to partner with The Frame Affair and bring Valley Eyewear to more doors throughout America. As an independent Australian eyewear brand, it means a lot to showcase our designs on a global stage — especially frames that are handmade in Japan with such a strong focus on craftsmanship, quality, and individuality. We’ve always believed eyewear should feel like wearable art, and we’re proud to continue sharing the Valley vision with a wider audience across the US.” — Michael & Tenielle Crawley | Founders, Valley Eyewear

Industry professionals will have the opportunity to experience the collection firsthand during upcoming Frame Affair Market Days and curated eyewear showcases, where Valley Eyewear will be presented alongside some of the world’s most innovative independent eyewear brands.

“This partnership reflects our mission to bring exceptional independent eyewear brands to the North American optical community,” said Trevor Williams, Owner of The Frame Affair. “Valley Eyewear embodies bold creativity and authenticity - qualities that resonate strongly with today’s independent optical retailers.”

The collaboration reinforces The Frame Affair’s role as a strategic gateway for global independent eyewear brands entering the US market, connecting visionary designers with the optical professionals shaping the future of the industry.

For more information or to book an appointment, contact The Frame Affair at trevor@theframeaffair.com.

About Valley Eyewear

Founded in 2011 by Michael and Tenielle Crawley, Valley Eyewear has built a reputation on pushing the boundaries of high-fashion eyewear. With humble beginnings in a tiny studio on the East coast of Australia, Valley Eyewear is now an International label synonymous with quality and style. The collection is currently available in select retailers in over 23 countries, and is inviting boutiques from the US to join the Valley Eyewear family.

About The Frame Affair

The Frame Affair operates as a combined distribution agency and trade show, bringing independent eyewear excellence to ECPs across the US. TFA helps facilitate meaningful connections between practices and independent brands, amplifying stories and cutting through the BS.