The palpable shift in eyewear from big and mass-market to small and specialised is a particularly refreshing one. Now – with the UK’s (and, in particular, London’s) eyewear scene so full of brands willing to push the button in terms of design and emphasise craftsmanship in the manufacturing process – it’s no surprise we’re now seeing iconic brands from across the pond getting involved.

One such brand is based MOSCOT. Founded out of a pushcart in the Lower East Side of New York in the late 1800s, it brings a century of experience in style and craft to its brand-new Carnaby Street shop – its first foray into the UK and sixth worldwide.

The brand’s not exactly struggling for fans, either. As you can see in the gallery above (photographed by none other than Terry Richardson), it counts Cara Delevingne, Miley Cyrus and Kit Harington among a growing A-list following. Progressive design is peppered with more than a few nods to retro cool in the form of its MOSCOT Originals collection (based on eyewear styles from 1930-1970), backed up by its Spirit Collection (which features more contemporary designs) and, of course, a sunglasses range, too.

As for the new pad? It’s affectionately known as ‘Grandma Sylvia’s Living Room’, after the brand’s founder’s mother, and will feature interactive screens and a tea station. Of course.