Meeting You Where You Are: The Nightshow Collaboration
At doJi, collaboration is never random.
It’s strategic. It’s intentional. And most importantly—it’s consumer-first.
That philosophy is exactly what shaped our newest collaboration with Bryce Tryon (@tryonbmx) and Sheryl Beth (@sherylbeth505).
This partnership was built around one simple idea:
Meet consumers where they already are—and give them something they didn’t know they were missing.
Built on Consumer Segmentation, Not Guesswork
Today’s consumer landscape isn’t one-size-fits-all. Style, sport, lifestyle, and price sensitivity all intersect differently depending on who you’re talking to.
This collaboration was designed to:
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Follow ideal market trends, not chase them
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Support segmentation growth across action sports, lifestyle, and fashion-forward consumers
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Blend high-end design language with real-world performance
Bryce brings credibility from BMX, competition, and street culture. Sheryl brings lifestyle, confidence, and everyday wearability. Together, they represent two sides of the same consumer coin—and a massive overlap in how people actually shop and wear sunglasses today.
Luxury Influence, doJi Execution
There’s no denying the inspiration.
The silhouettes, confidence, and presence nod to brands like Prada and Dolce & Gabbana—bold frames, statement energy, and unmistakable attitude.
But here’s where doJi draws the line:
We don’t design for the runway.
We design for real life.
That means:
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Dopamine-driven colorways that feel exciting, not intimidating
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Technical lens dimensions built for real vision needs, not just aesthetics
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Frames that deliver high-fashion, function in motion, sunlight, and daily wear
This is luxury translated, not replicated.
Performance Meets Dopamine
Color isn’t just visual—it’s emotional.
This collection leans into high-energy palettes that spark confidence, individuality, and movement. Every colorway was chosen to create that instant dopamine drop—the feeling you get when something just hits right the second you put it on.
But beneath the color:
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Proper coverage
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Balanced lens geometry
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Polarization and clarity designed for actual use
Style never came at the expense of function.
Designed for Reality—Especially During Inflation
We’re building in a world where consumers are more price-aware than ever. Inflation isn’t theoretical—it’s lived.
This collaboration proves something important:
You shouldn’t have to choose between affordability and great design.
Our goal was simple:
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Deliver aspirational design
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Maintain technical integrity
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Keep pricing accessible for everyday consumers
doJi exists to close that gap—between luxury influence and real-world affordability.
The Bigger Picture
This collaboration isn’t just about two creators or a single drop.
It’s about how doJi approaches growth:
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Listening before launching
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Designing with intention
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Supporting multiple consumer segments without losing brand identity
Bryce and Sheryl embody where action, lifestyle, and fashion intersect—and that’s exactly where doJi is headed.
This is what it looks like when you meet people where they are—and invite them to see more.
—
Jessica Smith
Founder & CEO, doJi
Here For It.
