Would You Shop Blind?

by Barak Kassar

This is just cool: two brothers who were diagnosed with a degenerative eye disease as young boys launched a clothing brand and donate profits toward blindness research. This video, currently being promoted on Facebook, explains:

Here it is, their Shop Blind holiday promotion. Are you comfortable doing it—buying a product sight-unseen?

Try it.

I did. I’ll let you know what I bought after it arrives.

Also: their website has a simulator that shows you how the brothers see. Just click the button on the lower left and their site will appear to you as it appears to them. Right now it’s hard to get to the simulator until (the site forces you to the Shop Blind section which has no Stargardt disease simulator) so here’s a gif.


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Prior to co-founding BKW (formerly Rassak), Barak served as CEO of INBOXTV, VP Marketing for CHOW.com (acquired by CNET/CBS); and an early marketing manager at Wink Communications (acquired by Liberty Media).

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