Celebrating 60 years of Motown

with new Hitsville U.S.A. Sunglasses Collection
On September 23, The Hitsville U.S.A Sunglasses Collection designed by Vinylize will be launched at the Motown 60 Weekend. The hot ticket event features a musical tribute to Motown founder and visionary Mr. Berry Gordy, the Motown Gospel Concert, and the Soul In One Celebrity Golf Classic.
The capsule collection is available now through the Motown Museum and will be available at select Vinylize retailers from October 23rd.
The expanded Motown Muesum
The expanded museum at night
Motown museum
Vinylize is giving 20% of sales from The Hitsville U.S.A. Sunglasses Collection to support the ambitious Motown Museum Expansion plan. This will grow the museum – already a must-see destination for visitors to Detroit – into a 50,000-square-foot world-class entertainment and education tourist destination. When it’s completed, the museum will have a transformative impact on the surrounding Detroit neighborhoods, providing employment, sustainability and community pride.
The partnership between the Motown Museum and Vinylize is initially set to run for one year. During that time, Zack and his team will be expanding the Hitsville U.S.A. collection, creating more pieces inspired by the spirit of Motown.
Vinylize’s husband and wife team, Yulia and Zack, will be at the Motown 60 Weekend, promoting the collection while rubbing shoulders with legendary Motown stars such as The Temptations, Mary Wilson of The Supremes, Martha Reeves and The Vandellas, The Four Tops and members of the illustrious Gordy family.

“We can’t wait,” says Yulia. “Like music aficionados everywhere, we’re huge Motown fans. To be invited to partner with the Motown Musuem and design The Hitsville U.S.A. Sunglasses Collection is an incredible honor. Like that Temptations song says, we’re on Cloud Nine.”


How the partnership came about

Zack takes up the story. “One of our favorite customers is Dr. Joe Ales of the fantastic Birmingham, Michigan, OPTIK eyewear store. And one of his customers is Brian Stevenson, a high-powered Detroit marketing consultant who works with the Motown Museum. Brian spotted Vinylize at OPTIK and realized that making glasses out of Motown vinyl to help commemorate Motown 60 was a fantastic, synergistic idea. Dr. Joe got in touch with us. We, of course, jumped at the chance to get involved. Brian and Dr. Joe took the concept to Robin Terry, CEO of Motown and the granddaughter of Mr. Gordy’s sister Esther. She loved it and we were off.”

The Hitsville U.S.A. Collection

The collection stars The Esther, inspired by the soulful chic of the Women of Motown, and The Chairman, Vinylize’s salute to Motown chairman and powerhouse Mr. Berry Gordy.

A salute to Mr. Berry Gordy, the visionary behind Motown, The Chairman is inspired by the classically bold style of 1950s and ’60s sunglasses.
Berry Gordy Jr. 1964
Berry Gordy Jr. 1964
Esther Gordy Edwards
Esther Gordy Edwards

Named for Esther Gordy Edwards, much-loved sister of Mr. Gordy, The Esther is Vinylize’s tribute to the wonderful Women of Motown who’ve constantly redefined soulful chic throughout the label’s unique history. “The vibe is subtle empowerment,” says Yulia. “We picture women wearing The Esther when they’re cruising with the radio on – tuned to Motown, of course – chilling and when they want to bring a touch of soul and pride to everyday tasks like marketing.”

Both feature Vinylize’s signature recycled vinyl frame front – made from Sammy Davis Jr’s 1984 Motown pressing of “Hello Detroit” – and are available in all black with tortoiseshell detailing or black with vintage Italian-styled, thermo-sculpted temples. The gold Motown logo on the temples invites wearers to show their love for the label that changed everything while pushing the boundaries of modern style.
As Zack says, “Mr. Gordy’s legendary attention to Motown quality control has inspired us to new heights of excellence.”
Check out the Lookbook