Howlett, who gained fame through his 'Fast Food Secrets Club' and appearances in campaigns for brands like Lay's and State Farm, will move away from the standard influencer model. Instead of simply appearing in advertisements, he will work directly with the Blenders team to dictate creative direction and influence product development. CEO Jack Gray noted that the partnership aims to leverage Howlett’s storytelling instincts to refine the company's brand identity, specifically targeting a more relevant and community-focused approach.

The collaboration debuts this summer with a new campaign that playfully brands the eyewear as 'the glasses with the stripes.' This integration marks a shift for the Safilo Group-owned company, which was founded in 2012. By embedding a high-profile creator into its internal operations, Blenders is betting that Howlett’s ability to foster trust with a massive digital audience will translate into deeper consumer engagement across its sunglasses, snow goggles, and optical lines.