Kentucky Brands Collaborate on Collector's Eyewear Shady Rays and Pappy & Company have partnered to create the Pappy & Co. Special Reserve, a limited-edition pair of premium polarized sunglasses embedding details from the Van Winkle bourbon family's legacy into the frame design. Unlike typical brand collaborations, the two Kentucky companies designed the sunglasses from scratch rather than applying a logo to an existing frame. The design incorporates filigree from the Pappy Van Winkle 20-Year label running through the core wire inside the temples, brass-inspired hardware referencing five keys that once hung on the doors of Pappy's Stitzel-Weller Distillery, and a hidden Pappy & Co. mark visible only when the temple opens. Custom Van Winkle pins accent the front, with gold hardware color-matched to one of Pappy's original keys. "From the beginning, we saw an opportunity to create something that felt authentic to both brands," said Chris Ratterman, Founder and CEO of Shady Rays. "The Van Winkle name represents an extraordinary standard of craftsmanship, and we knew this couldn't simply be an existing frame with a different treatment. Every detail needed to be intentional and tell a piece of the story." Carrie Van Winkle Greener, great-granddaughter of Julian "Pappy" Van Winkle and co-founder of Pappy & Co., added: "Our great-grandfather believed that anything worth making was worth making well, and that philosophy continues to guide our family today. If we're going to put our family name on something, it has to feel right and come from an intentional place. Shady Rays understood that from the beginning and put so much thought into every aspect of the collaboration."
Packaging and Collector Elements The storytelling extends to packaging, with the shipping box designed as a replica of the classic three-bottle case packs used to ship Van Winkle products. Inside is a black collector's box featuring the iconic Pappy Van Winkle's Family Reserve 20-Year label, a black hard case, and a replica of the signature red velvet bag that accompanies Pappy Van Winkle bottles. Each frame is individually numbered, with just 999 pieces produced and no additional production run planned. The sunglasses are crafted from premium acetate in a Smoke Tortoise colorway and fitted with Shady Rays' polarized lenses.
Availability and Launch An exclusive pre-release will take place the evening of September 29 at Shady Rays' eight retail locations across the country, including Louisville and Lexington, Kentucky. The Pappy & Co. Special Reserve launches nationally September 30 at ShadyRays.com and PappyCo.com for $250, limited to one pair per customer. Purchases will gain entry into a sweepstakes to win a bottle of Pappy Van Winkle's Family Reserve 20 Year, with free methods of entry also available.
Charitable Component As with every Shady Rays purchase, the collaboration will support Blessings in a Backpack through Shady Rays Impact, which helps provide hunger-free weekends for children. The Van Winkle family's charitable initiative, Bourbon for Good, focuses on education and supporting children.
Why It Matters
The collaboration demonstrates how heritage brands can create limited-edition products that appeal to both whiskey enthusiasts and eyewear collectors, leveraging storytelling and craftsmanship as premium positioning tools. The numbered, non-renewable production signals scarcity-driven appeal while the integrated charitable component aligns brand values with consumer expectations for responsible business practices.
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Written by FBM Publications Editors
