Shady Rays and Pappy & Company have partnered to create the Pappy & Co. Special Reserve, a pair of premium polarized sunglasses inspired by the Van Winkle bourbon family. The collector’s piece launches nationally on September 30, 2026, priced at US$250 (£185, ₹23,858), with just 999 numbered pairs produced.
The two Kentucky brands designed the frame from scratch rather than adding a logo to an existing model.
“From the beginning, we saw an opportunity to create something that felt authentic to both brands,” said Chris Ratterman, founder and CEO of Shady Rays. “The Van Winkle name represents an extraordinary standard of craftsmanship, and we knew this couldn’t simply be an existing frame with a different treatment.”
What Will Whisky Look Like in 2027? Voices from Whisky Live Paris
READ THE STORYHe added: “The closer you look at this pair, the more of that story you discover.”
Filigree from the Pappy Van Winkle 20-Year label runs through the core wire inside the temples. Custom Van Winkle pins accent the front.
The gold hardware was color-matched to one of Pappy’s original keys from the Stitzel-Weller Distillery. A miniature Pappy & Co. mark is hidden inside the hinge, revealed only when the temple opens.
Trending Content
The frame is crafted from premium acetate in a Smoke Tortoise colorway and fitted with Shady Rays’ polarized lenses. Each pair is individually numbered inside the temple, with no additional production run planned.
Packaging carries the theme further. The shipping box replicates the three-bottle case packs used to ship Van Winkle products. Inside is a black collector’s box, a hard case, and a replica of the red velvet bag that accompanies a bottle of Pappy Van Winkle.
“Our great-grandfather believed that anything worth making was worth making well, and that philosophy continues to guide our family today,” said Carrie Van Winkle Greener, great-granddaughter of Julian “Pappy” Van Winkle and co-founder of Pappy & Co.
Van Winkle whiskies remains among the most sought-after in American whiskey, with Pappy Van Winkle’s Family Reserve 20-Year commanding high secondary-market prices.
Kentucky will see the collection first through a pre-release on September 29 at Shady Rays’ eight retail locations.
Buyers will gain entry into a sweepstakes to win a bottle of the 20-Year expression. Proceeds support Blessings in a Backpack through Shady Rays Impact, aligning with the Van Winkle family’s Bourbon for Good initiative.
