How Lohause Quintupled Their Audience Without Selling a Single Pair of Glasses
- Joshua Watts
- Mar 31
- 2 min read
If you’ve seen this handsome older man showing up all over socials, you already know where this is going. If you haven’t you probably need a new pair of glasses... Back in November 2024, premium eyewear brand Lohause did something clever. They stopped selling glasses and started telling compelling narratives highlighting the brands ethos that inspired its spirit and personality.
And in just five months, they skyrocketed their social following from 50K to 250K. No trend-hopping. No influencer collaborations. Just one mysterious man —a damn cool father figure— an elegant & confident man, enjoying the fruits of his labor, dropping wisdom, and becoming the face of the brand.
The Secret Formula
Same character. Same aesthetic. Same high-production storytelling. Strong Values.
Not once does their content scream, “Buy our glasses.” But he’s always wearing them. Because Lohause isn’t selling eyewear. They’re selling a feeling, a lifestyle, a world you want to belong to And they do it by following one golden ticket rule:
Narrative > Product.
Iconic Values. Guilherme Gomes and Manuel Silva, who founded the brand in 2020, harped on the idea that many iconic artists, politicians, and writers like Andy Warhol and Winston Churchill used their eyewear as an element that defined their brand image. With this, Lohause sought for its eyewear to serve the same purpose — as a tribute to fascinating personalities.
People don’t engage with products—they engage with stories and emotions.A product alone doesn’t spark an emotional connection. But a character living an aspirational life while wearing those products? That creates engagement.
Recognition = Trust. When you see this man, you know it’s Lohause.By consistently using the same character and storytelling style, Lohause builds familiarity. Familiarity breeds trust, making people more likely to engage and eventually purchase.
High-quality storytelling builds a premium brand perception. Luxury isn’t just about the product—it’s about the experience. By investing in cinematic storytelling, Lohause elevates their brand beyond just another eyewear company.
Slices of Life
"This is art! This is art, my son, look at it," the father shouts.
His son corrects him, saying, "This is wine," but the man begs to differ.
"This is art wine," he replies, as the two share a moment,
The Result? A Skyrocketing Growth Curve
And if their follower count is any indication, their revenue graph probably looks the same. If a brand in a traditionally over saturated industry can 5X their growth by leaning into authentic storytelling. Imagine what a strategy like this could do for your brand.
