Jordan Howlett.
SAN DIEGO—Blenders Eyewear, a leading eyewear brand that is part of Safilo Group, has announced the appointment of Jordan Howlett as its chief content officer, reflecting the brand’s continued focus on strengthening consumer engagement and elevating its content strategy. Howlett has built an engaged digital community with 50 million followers across multiple platforms by using a distinctive content style that combines humor, authenticity and audience engagement, Blenders Eyewear said. In his new role, Howlett will work closely with the Blenders team to help shape the brand’s creative direction, identify new ways to connect with consumers, and support the development of content and products that resonate with a broad and growing audience, the announcement said.
“Jordan isn’t joining Blenders to simply appear in our campaigns,” said Jack Gray, CEO of Blenders Eyewear. “He’s joining to help shape the creative behind them. He brings a massive audience that trusts him and a real connection to what we make. His instincts for storytelling and building community are unlike anyone else’s, and we’re excited to bring that perspective into every part of how we work. He’s not here to just create content. He’s here to make our brand sharper, more relevant, and better at storytelling.”
As part of the launch, Blenders said it will debut a new creative spot featuring Howlett, playfully positioning the brand as “the glasses with the stripes.” Howlett’s creative leadership will begin rolling out in summer 2026 across a series of integrated campaigns, product launches and collaborative projects designed to deepen consumer engagement and bring fresh energy to the brand’s storytelling, Blenders said.
“I’ve been selective about the partnerships I take on because I wanted to be involved in something meaningful and contribute beyond traditional endorsements,” said Howlett. “What attracted me to Blenders was the opportunity to collaborate creatively, contribute to product development, and help shape how the brand connects with its community. I’m excited to work alongside the team as we continue to evolve the brand and create new experiences for our customers.”
Howlett, known to more than 50 million followers as “Jordan the Stallion,” is one of the most-watched storytellers on the internet and creator of the Fast Food Secrets Club, the announcement noted. Named to the TIME100 Creators list and Forbes’ Top Creators list for three consecutive years, he has starred in national campaigns for Lay’s, Alaska Airlines and State Farm. His first cookbook, titled “Come Here and Cook,” will arrive in fall 2026.
Blenders, founded in 2012 in San Diego, Calif., creates sunglasses, blue light, snow goggles, and Rx optical styles designed for active and lifestyle consumers. Known for bold design, vibrant color, and an expressive point of view, the brand said it combines affordable products with creator-driven storytelling and culturally relevant collaborations.
