The 90s saw rapid growth for Oliver Peoples, with shop-in-shops appearing in Neiman Marcus in Beverly Hills, as well as third and fourth retail locations in Manhattan. In 2003, the brand introduced VFX to the market, a technologically-advanced polarized mineral lens that reduced glare and repelled water, dust and oil. Perhaps the most memorable part about the new lenses were the new “breathe” logo that adorns all new Oliver Peoples opticals and sunglasses today.