ISEEWHY by Umio Ren: The Pink Collection 

ISEEWHY by Umio Ren is a handcrafted eyewear brand that has been quietly evolving since 2019 and is now preparing for a limited drop that’s already shaking up the fashion scene. Rooted in the valley and designed entirely by Umio himself, the brand brings a fresh, artistic edge to luxury eyewear. The upcoming release features a pink collection of one-of-one, hand-designed glasses, each detailed with ISEEWHY’s signature stitch and looping motifs. With only eight exclusive pairs available, every purchase includes a custom ISEEWHY bag and branded dog tag, emphasizing the brand’s attention to detail and individuality. Priced between $150 to $400, with an average cost of $200, these frames offer rare quality and craftsmanship without mass production. Recently featured in a music video by Billionaire Black and worn by rising models, ISEEWHY is making waves far beyond the underground — offering something no big-label brand can replicate.

More than just eyewear, ISEEWHY carries a childhood homage in its moniker — a name layered with comedic undertones and personal meaning, reflecting Umio Ren’s identity as both artist and storyteller. From the outside looking in, it’s clear the pieces are aligning; Arizona’s underground heavy-hitters across music, fashion, and art are already securing their pairs. It’s not just about the frames—it’s the impression they leave behind. ISEEWHY is becoming a symbol for self-made creatives in the valley; it’s a brand that actively disproves doubt, moment by moment. If you’re tapped into what’s next—or want to be—you’ll want to get your hands on a pair before they’re gone. Click here to explore the drop and stay ahead of the wave.

KB: What inspired the name “ISEEWHY,” and what does it represent?

UR: My childhood nickname was Icy & everybody still calls me that today. IC is also my initials, so when I started making glasses it just made sense. I had already been saying “I see why” all the time and Tryna work it into my music way before I started the glasses. It all came about really naturally.

KB: Reflecting on the trial and error of 2018 to now, What are some things you were forced to learn along the way?

UR: Man… It was beyond stressful. With our new season, a crazy world of opportunity has opened up for me. Not only in terms of what I am able to do but how fast I can do it. The newer renditions are still handmade, this time around im still doing alot of one of one pairs and im still doing everything by hand. I design and customize everything myself. I am still very involved but im playing a different game this time around.

KB: Can you share the story behind the creation of ISEEWHY ?

UR: It was early 2018, and I came home from being outside selling weed all day. Somebody had given me some Armani glasses and somebody else had gave me a bunch of gemstones. They all fell next to each other when I dumped my bag out and that’s when I had the idea. Once I figured out how to do it, I knew it was going to be fire.

KB: What sets ISEEWHY apart from other sunglasses brands on the market?

UR: I dont know, Ive just never seen sunglasses like this.

KB: How would you describe the design and philosophy behind ISEEWHY sunglasses?

UR: Something into nothing. You don’t try to control fire you just add to it. The fire behind ISEEWHY leaves it with potential to go far beyond one specific genre. The style is versatile and we are elevating them beyond what people have tried to limit us to. Whether its a rave or a job interview- ISEEWHY is more than what meets the eye.

KB: Does ISEEWHY aim for a signature look or evolve with seasonal trends?

UR: Both, I love seasons. We have a signature style- like the stitches. I plan to stick with our signature style while interweaving them with trends that fit our brand. I never had the means to do it till now–

KB: What materials are used in your sunglasses, and how are they sourced?

UR: I get glasses from all over the place. Seriously, they are sourced from all over the place. As long as its high quality and looks good I’m good. There are a lot of regulations with sunglasses. So, it’s not easy doing this.

KB: How do you balance fashion and function? are the lenses polarized or UV-protective?

UR: This is for the function; nonfunctional. This is about looking good and making a statement. You can still see really goodout of the glasses suprisingly. Even if you couldnt, people would still rock em- thats the point.

KB: I will say, we did notice that there is a clear focus on fashion, these are more of a day-to-day accessory. I see people wearing these inside the club rather than the grocery store. It is beginning to look like a lifestyle brand.

UR: Every time someone puts on ISEEWHY‘s I’m like, “damn…”. I’m trying to find a way for people to not even have to take them off (laughter).

KB: So, who is the ISEEWHY customer? How would you describe your core audience is at the moment?

UR: I couldn’t tell you, to be honest I’ve had so many different types of people complement my glasses I feel like their pretty universal. We want to appeal to both the high fashion individuals and the emo kid with hella piercings. I’ve had people from Lil Tracy to Billionaire Black. They all have a different swag. I also try to make something for everybody though, so I think I’m doing a good job. 

KB: How does the brand reflect or challenge current streetwear or fashion trends?

UR: I’m so in my own world- that really couldn’t tell you, I’m definitely still tapped in but I’m not reading magazines or following anything or anybody specific. If I’m out and I see something fire, I might cop it. If I notice a lot of people wearing a certain type of glasses, I’ll definitely take note of it. My process is hella random; I just try to let the inspiration find me. The one person I could say is Fishingforscale. he makes the hardest shit I have seen. Alot of this shit is in the moment, do it right then gang (D.I.R.T. GANG).

KB: YO, I’m keeping that in… you are hilarious (laughter)- so, Is sustainability a focus in your production process or packaging?

UR: Definitely. I always think about shelf life with everything I do. If I do something I want it to be forever, if I can’t make that happen, I’m make sure it lasts as long as it can. Half the time I don’t want to sell these glasses. If i could i would keep these glasses forever. My biggest pet peeve is a loose glasses frame. That shit makes me so mad. I had an easier method to place our designs- however they didn’t last. With our newest method, longevity is no longer a question when it comes to my brand. I want to see the glasses again when they are sold. I am doing everything i can to make sure that what you get is going to stay with you alongside your journey. We have left them inside a heated Benz, manhandled them and watched them survive an entire car crash.

KB: Nearly 6 months ago, you endured a potentially life altering situation, looking to today, you’ve completely enveloped yourself in all of your projects- how were you able to turn that daunting situation into one of motivation ?

UR: Its good, but this all didn’t happen only 6 months ago. Back in 2019, this is how me and Flick even linked up. It was a lil kawaii show where me and him met. A week later he bought a pair of glasses off of me and told me that i had a millionaire dollar idea, he said “ if you don’t go crazy with this shit Ima be pissed at you” or something like that. Then he bought a bunch more off of me over the next couple of years when i was in Seattle. What im trying to say is the last seven years have been leasing up to this and I have strong team of people around me. The last six months have been a movie. Lucardo has had the dirt shack feeling like a million dollars. Naurdeaux has been a blessing as well.

KB: Are there any ethical standards or causes the brand is passionate about?

UR: Shit just being good in general. I try to just focus on what things really are because if you do that it’s pretty easy to see right from wrong. The baseline for my ethical standards consists of treating people right and giving one another the chance to do better. Ion really care how we get there as long as we get there. I know sometimes things get worse before they get better.

KB: Do you see potential collaborations in the future—if so, with whom?

UR: Tyler creator and Pharrell and then hit space and do a collab with Louis Vuitton. I’m Tryna do some Dapper dan shit. I’m just waiting to get sued (laughter) You see how we are moving with D.I.R.T Gang. Fishingforscale, me and him would go crazy. Besides some underground shit all of these collabs would be for the lore. I love turning nothing into something. It’s all about freaking some shit and turning it up. I’m tryna collab with everybody- I’m ready for it all.

KB: What do you want people to feel when they put on a pair of ISEEWHY sunglasses?

UR: My pain.

But also hella fresh.

KB: Thank you again for taking the time to divulge into the lore behind ISEEWHY! It was wonderful having another conversation with you- did you have any last words you would like to share with our audience?

UR: Shoutout every single person in D.I.R.T Gang. I love you boys! Lucardo, with this ISEEWHY shit, you really the best ever. That boy is going to get anything done and be the best at it. Big stamp on it he is beyond talented. Flick my boy, words aint gonna do it justice. Were boutta make it and take it there- I am going to go so hard. I want all of my friends to get rich with me and ill leave it at that.

ISEEWHY is more than just an independent eyewear label; it’s the result of years of experimentation, growth, and creative resilience from Arizona-based designer Umio Ren. What began in 2019 as a passion project has grown into a distinct force in underground fashion—fusing raw stitching, looping linework, and high-fashion silhouettes into a wearable art form. Every pair is handcrafted and one-of-one, designed to stand out in both streetwear and luxury settings. Though the brand initially gained traction through its now-retired stainless steel lens designs—popularized in early music videos and underground circles—it’s evolved into something even more refined and personal. Today, the focus is on clear and colored lenses, versatile in both function and form; prescription-ready, street-approved, and crafted to endure.

Still created with stretched resources and no large team behind it, ISEEWHY reflects a mindset that rejects traditional fashion industry norms. It’s a brand that speaks directly to creatives—skaters, stylists, musicians, and everyday visionaries—those who understand the value of something built by hand and worn with intention. Umio Ren’s work isn’t trend-chasing; it’s rooted in experience, in loss, and in love. Each drop carries emotional weight, and sometimes, he admits, it’s hard to let a pair go. “We’re doing all this with stretched money; we haven’t even gotten to the abundance yet.” That quote has become a quiet mantra for ISEEWHY’s journey—a reminder that what’s coming is far greater than what’s been seen. With co-signs from names like Billionaire Black, Avatar Flick, Lucardo, and a growing presence across Arizona’s creative scene, ISEEWHY isn’t just catching on—it’s becoming impossible to ignore.