There are two kinds of people who shop for glasses. The first walks in with a screenshot, a Pinterest board, and absolute certainty they need small tortoiseshell frames. The second shrugs and says, "I have no idea."
According to Chris Wheaton of North Optical, the second group usually has more fun. “If you want to have a good time, we’re going to have a great time,” he laughs.
Wheaton’s playful personality and keen sense of style make his Washington Ave shop feel so different from a traditional optical store. Sure, you'll leave seeing more clearly, but you'll also leave with something far more personal: a pair of glasses that feels like an extension of who you are.
For starters, forget the online quizzes that tell you what frame suits a square face or a heart-shaped jawline. Choosing a good pair is "90 percent vibes," Wheaton says matter-of-factly. “You should wear what makes you happy. To me, that’s the most important thing.”
That's not to say expertise doesn't matter. After nearly two decades in the optical industry, Wheaton knows every technical detail that goes into fitting a great pair of glasses. But once the measurements are done, intuition takes over.
A conversation can reveal more than a face shape ever could. How do you dress? What makes you feel confident? Do you want your glasses to disappear or become the first thing people notice? Sometimes the answer surprises even the customer.
"The best pair is often something they never would've picked themselves," Wheaton says. That's why his biggest piece of advice is just to be open. Try the bright color, the unexpected shape, or the frame you almost put back on the shelf.
After all, Wheaton himself sports fluorescent pink round glasses, which is exactly the opposite of what traditional styling "rules" would recommend. They're also the pair that earns him the most compliments.
At North Optical, rules are made to be questioned, and that philosophy extends well beyond the fitting table. Every brand in the shop is independently owned, and nearly every collection is exclusive in Maine. Wheaton seeks out the artists, makers, and small companies pushing eyewear design forward, which means several lines even made their U.S. debut at North Optical before appearing anywhere else. "The people we're working with are the creative energy in the industry," he says. "They're the ones everyone else copies."
When asked to define Portland style, Wheaton laughs, eventually landing somewhere between "L.L.Bean and Rudy Jude." It’s practical, creative, and understated. A little outdoorsy, a little artsy. Local sensibility is important when stocking the shop, and even brands Wheaton personally loves (like a recent favorite offering futuristic frames) don't make the cut if they don't feel right for the community.
His retail pet peeve? The phrase "best seller." "I don't want the best seller," he says. "I want what's best for you."
That might mean a handcrafted Japanese frame, an architectural design from Europe, or a classic tortoiseshell P3 shape you'll wear for years. It might even mean a pair of wedding glasses—something North Optical has become known for—chosen to complement a dress, a suit, or a favorite piece of jewelry on one of life's biggest days.
"Glasses are the first thing people see on your face," Wheaton says. His hope is that customers leave North Optical feeling exactly as he puts it: “stoked” to show off their new frames and head out into the world with a little more confidence than when they walked in.
Chris's Style Cheat Sheet
Frame everyone should try once:
Round
Color people should stop avoiding:
Fluorescent pink
Most underrated frame material:
3D-printed
Current trend you're unexpectedly loving:
'90s-inspired sport frames
One classic you'll never stop recommending:
A tortoiseshell P3 (Panto) frame
One eyewear myth to ignore:
Don't let the frame size numbers dictate your choice. They're useful for opticians, not for deciding what looks best on you.
Best advice for first-time shoppers:
Come in with an open mind. The pair you never expected to love might be the one you leave wearing.