Caddis - The Anti-Anti-Aging Brand Changing Everything

The Story of a Brand Show

Ramon Vela

Business, Entrepreneurship

4.9 • 147 Ratings

🗓️ 25 March 2026

⏱️ 44 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Why are most brands chasing 25-year-olds… when the most powerful consumers are actually over 50?

In this episode of The Story of a Brand Show, host Rose Hamilton, CEO of Compass Rose Ventures, sits down with Tim Parr, Founder and CEO of Caddis, for a bold and refreshing conversation about building a brand for a demographic the industry has largely ignored.

What unfolds is a story about seeing what others miss. Tim didn't just launch an eyewear company—he identified a cultural blind spot. While most brands obsess over youth, he built Caddis around the reality that consumers over 50 control enormous purchasing power yet are underserved and often misunderstood.

Key moments from the episode include:

* Why the biggest opportunities often exist in "unsexy" categories—and how applying culture can transform them

* How Caddis became an anti-anti-aging brand, shifting the narrative from hiding age to embracing it

* The importance of building from a strong point of view—and why consumers buy the "why," not just the product

* Why physical retail and real-world experiences are critical for building true lifestyle brands

* How constraint—like offering fewer products—can signal clarity, confidence, and brand discipline

This episode is a powerful reminder that the most impactful brands don't just solve functional problems—they reshape how people see themselves.

Join us in listening to the episode and hear how Tim Parr is challenging one of the biggest assumptions in consumer branding—and building a movement around it.

For more on Caddis visit: https://caddislife.com/

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Transcript

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0:00.0	Hello and welcome to The Story of a Brand podcast. I'm Rose Hamilton and your host for the day today.
0:06.6	I'd like to start with a question. Why does almost every consumer brand in the world obsess over 25-year-olds
0:13.2	when the most powerful consumers in the globe across the economy are actually over 50?
0:19.4	If people over 50 were their own country, they would represent
0:23.6	one of the largest economies in the world. They control trillions in spending power. They're
0:29.4	healthier, wealthier, and living longer than any generation before them. And yet, most brands
0:35.2	treat them like an afterthought.
0:42.2	Today's guest saw that blind spot and built an entire brand around it.
0:47.9	Today, I am so lucky to be joined with Tim Parr, founder and CEO of Caddus.
0:53.8	Caddice is the eyewear brand known for its now famous positioning as the anti-anyging brand. But Tim's journey to building
0:56.0	Katas didn't actually start in Eyewear. I find it fascinating that before launching the company,
1:01.8	he was a touring bluegrass musician, worked alongside Yvonne, Schwinnard at Patagonia,
1:08.7	and founded the cycling brand Swovo. Then, in his 50s, he noticed
1:14.7	something strange. Almost everyone over 40 actually needs reading glasses. Yet the market had two
1:20.6	options. Keep drugstore readers or luxury designer frames costing hundreds of dollars. There was
1:26.6	nothing culturally
1:27.7	relevant in between. So Tim just built the product. He built a brand with a point of view.
1:34.8	This is Rose Hamilton, your host for the Story of a Brand Show. For over two decades,
1:39.8	I've served as a hands-on executive in growing consumer companies, including the
1:44.1	vitamin shop,
1:45.3	PetSmart, and NutraFal.
1:47.0	And I'm the founder of Compass Rose Ventures, a consultancy to emerging CPG brands.
	...

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