Deadstock Sunglasses Secrets Nobody’s Telling You

Shoppers are turning to vintage goods for reasons beyond nostalgia. There's something to be said about the quality, design, and spirit of the accessories left over from a lost time. Deadstock sunglasses fall into this category. The term has started appearing more often in eCommerce amongst retailers, wholesalers, and, resellers. Here's what deadstock means, why it matters, what to look for when shopping, and lastly, where to find them.

What Are Deadstock Sunglasses?

Deadstock sunglasses are discontinued eyewear that never ended up in the intended consumers' hands after production. They might have been sold wholesale by distributors and shipped from factories to retailers, but they were never sold. These pieces were stored away in warehouses, closed boutiques, or manufacturer surplus, untouched and unworn, often for decades. In many cases, they still have their original tags or packaging.

They’re often vintage, but never used or refurbished. They’re new, just not newly made.

Why More People Are Choosing Deadstock

They're no longer produced.

Take "fast" out of fast fashion and you're left with what matters. Deadstock sunglasses are time capsules with unique styles and interesting histories. They're becoming more rare over time as stocks dry up.

High-end without the high-end Price

Many deadstock pieces were manufactured before globalized fast fashion began demanding unprecedented production turnaround and alternative material sourcing. This isn't to say today's sunglasses are necessarily inferior, it simply means companies today have more incentive than ever before to keep up with seasonal fashion trends and increase their margins to remain competitive. Deadstock sunglasses, especially those manufactured by reputable brands, were designed to last longer than the current season. This means solid hinges, real acetate, and frames that don’t explode the minute they hit your bag. In short, deadstock sunglasses have been out of vogue long enough to become fashionable again. They provide quality options to consumers without the retail markup they would have seen when they were new.

Reduced manufacturing waste

Deadstock sunglasses already exist. No new plastic. No more waste.

What Should You Watch Out For?

Deadstock isn’t always perfect—and not every seller is transparent. If you’re looking around, keep an eye out for:

• Fake “deadstock” listings: If it’s mass-produced and sold everywhere, it’s probably not deadstock.
• Beware vintage sunglasses made with rubber: Rubber becomes brittle over time. Especially true with UV exposure, but sometimes true even if the sunglasses were stored well. Nose pads are particularly noteworthy because they're commonly fastened to the sunglasses using screws. The screw holes reduce the pads' strength while the screw tension makes the pad susceptible to rupturing. Watch for yellowed rubber as the discoloration indicates brittleness. However, it's also noteworthy that replacement eyeglass nose pads are available online for affordable prices.
• Look through the pictures carefully: If you’re not seeing real photos with good lighting or size info on the temples, think twice. Also keep in mind these sunglasses are old. Deadstock doesn't necessarily mean good condition. There's always the possibility of warping, deteriorated adhesives, and storage wear. Use your best judgement.
• Shop around: Vintage resellers online have a tendency to price their goods based on what they see listed on other marketplaces. Look for what people have actually paid for such goods in the past to get a baseline of what you should pay for something similar. Unless price is inconsequential, always look up the item on eBay or wherever and filter by "sold".

Where Do You Find Deadstock Sunglasses?

You can sometimes get lucky at flea markets, estate sales, and auction sites. Or if you want a shortcut, you can check out shops that specialize in the kind of vintage sunglasses people are actually buying.

Y2K Shades is one of those shops. It's an Atlanta-based business created to make 90s and 2000s deadstock sunglasses more accessible with honest pricing, clear communication, and styles that hit that sweet spot between rare and accessible. If you were around during the time our sunglasses were made, you would be familiar with phrases like "no rules" and "keepin' it real." Companies at the time were rewarded for wild experimentation and crazy designs, think about the popular brands at the time--Gargoyle, Serengeti, Killer Loop.

You might pass reproductions at a gas station on the way to somewhere more exciting, but you lose something between where you've been and the places you will go. A story.

If You’ve Been Waiting to Find the Right Pair…

Deadstock sunglasses aren’t for everyone. If you're going somewhere sunny for the weekend and just need a pair of shades to get you by, a cheap pair with UV protection will work fine. However, if you want to choose your sunglasses well and want to find interesting pieces that will complement your wardrobe without compromising value, deadstock sunglasses might be exactly what you’ve been missing.