The Kentucky brands introduce the Pappy & Co. Special Reserve – an original sunglasses design inspired by generations of craftsmanship and details drawn from the Van Winkle story
LOUISVILLE, Ky. (September 14, 2026) – Some collaborations begin with a logo. This one began with a legacy.
Shady Rays and Pappy & Company have partnered to create the Pappy & Co. Special Reserve, an entirely original pair of premium polarized sunglasses that transforms details from one of bourbon’s most storied families into a wearable collector’s piece.
Look closely, and the story reveals itself: filigree from the Pappy Van Winkle 20-Year label runs through the core wire inside the temples. Brass-inspired hardware nods to the five keys that once hung on the doors of Pappy’s Stitzel-Weller Distillery – symbols of hospitality and the five key steps that went into making his fine bourbon. That history later inspired Pappy & Co.’s three-key logo, representing Pappy’s three great-granddaughters and co-founders of Pappy & Co. The actual Pappy & Co. mark appears as a hidden detail inside the hinge, revealed only when the temple opens.
This isn’t an existing Shady Rays frame with a Pappy logo added to it. The two Kentucky brands started with a blank page and built something that could only exist through this collaboration.
“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. Every detail needed to be intentional and tell a piece of the story. The closer you look at this pair, the more of that story you discover.”
“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. “If we’re going to put our family name on something, it has to feel right and come from an intentional place. Shady Rays understood that from the beginning and put so much thought into every aspect of the collaboration. We were also very aligned in wanting to create a product that supports both of our brands while giving back.”
Designed to Be Discovered
The frame was designed to reveal itself slowly.
The core wire running through the temples recreates the intricate filigree of the Pappy Van Winkle 20-Year label. Custom Van Winkle pins accent the front. The gold hardware was color-matched directly to one of Pappy’s original keys.
And tucked inside the hinge is the collaboration’s most unexpected detail: a miniature Pappy & Co. mark, hidden from view until the temple opens.
The references are deliberate but restrained. Rather than wearing the Pappy story on the surface, the frame invites its owner to find it.
Crafted from premium acetate in a rich Smoke Tortoise colorway and fitted with Shady Rays’ polarized lenses, the Collector’s Edition is designed to be worn as much as it is collected. Each frame is individually numbered inside the temple, with just 999 pieces produced and no additional production run planned.
The Experience Begins Before They’re Worn
The storytelling continues before the sunglasses are ever worn.
It begins with the shipping box, designed as a replica of the classic three-bottle case packs used to ship Van Winkle products to liquor retailers. Inside is a black collector’s box featuring the iconic Pappy Van Winkle’s Family Reserve 20-Year label, along with a black hard case and a replica of the signature red velvet bag that accompanies a bottle of Pappy Van Winkle. The references carry through every layer of the packaging.
Born in Kentucky
The collaboration brings together two brands whose stories began in Kentucky – one with a bourbon legacy spanning generations, the other founded here before growing into a nationally recognized eyewear brand.
Fittingly, Kentucky will see the collection first. An exclusive pre-release will take place the evening of September 29 at Shady Rays’ eight retail locations across the country, including Louisville and Lexington, KY, where a limited quantity will be available ahead of the national launch.
The Pappy & Co. Special Reserve will launch nationally September 30 at ShadyRays.com and PappyCo.com for $250, limited to one pair per customer.
And Then There’s the Bottle
To mark the collaboration, eligible participants will have an opportunity to win the bottle that inspired some of the frame’s most distinctive details: Pappy Van Winkle’s Family Reserve 20 Year.
Purchases of the Collector’s Edition eyewear will gain entry into the sweepstakes. Free methods of entry are also available. Complete sweepstakes rules, eligibility requirements, and entry details will be available at www.shadyrays.com/pappy.
As with every Shady Rays purchase, the collaboration will support the company’s ongoing work with Blessings in a Backpack, helping provide hunger-free weekends for children through Shady Rays Impact. It’s a natural fit with Bourbon for Good, the Van Winkle family’s commitment to giving back, with education and supporting children among its areas of focus.
Availability
The Pappy & Co. Special Reserve launches nationally September 30, 2026, exclusively at ShadyRays.com and PappyCo.com for $250, limited to one pair per customer. A total of 999 individually numbered pairs will be produced, with no additional production run planned.
A limited pre-release will take place the evening of September 29 at Shady Rays’ eight retail locations across the country.
About Shady Rays
Founded as an independent, American-owned company, Shady Rays has grown into one of the country’s leading independent eyewear brands by combining premium polarized eyewear with an uncommon commitment to the people who wear it.
Every pair of Shady Rays sunglasses is backed by the company’s Limited Lifetime Craftsmanship Warranty and signature Lost & Broken Protection. Beyond sunglasses, Shady Rays offers prescription eyewear, snow goggles, blue light glasses, UV protection apparel, and other products designed for life outdoors.
Through Shady Rays Impact, the company also uses its business as a platform for community giving, including its ongoing partnership with Blessings in a Backpack.
For more information, visit ShadyRays.com and follow @shadyrays on social media.
About Pappy & Co.
Pappy & Co. is a family-owned lifestyle brand founded by Pappy Van Winkle’s great-granddaughters and inspired by the traditions of bourbon, craftsmanship, and hospitality. Through thoughtfully designed products, handcrafted goods, and memorable experiences, Pappy & Co. celebrates the art of gathering, storytelling, and making everyday moments matter.
