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After months of teasing, TOMS Shoes opened up its touring cardboard tube to reveal the next tier in it’s business model: eyewear.

The announcement was made today in Los Angeles.

“In 2007 after giving away 10,000 shoes, I recognized that the one-for-one model but what I also saw in the many villages we went to was that there were many more needs that weren’t being met,” TOMS founder Blake Mycoskie told a crowd of about 200 fans, supporters and media outside the California Heritage Museum Tuesday morning.

“I made a promise to myself that as soon as the business was ready we would use our model to address another need.”

TOMS one-for-one model has provided more than one million shoes for people in need worldwide as a result of more than one million pairs sold via the TOMS website and retail partners including Nordstrom, where TOMS is the number-one selling shoe, reports The LA Times.

With eyewear, TOMS believes it can have an immediate impact for a solvable issue. For each pair of eyewear sold via toms.com/eyewear or TOMS retail partners, someone will receive either medical help for severe eye diseases, glasses to improve eyesight, or sight-saving surgery, in conjunction with TOMS’ giving partners.

TOMS Eyewear is available for purchase starting today. How much? $135.00 and up.

After the break, some images from TOMS Eyewear Launch.

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TOMS Eyewear launch in L.A.

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TOMS Eyewear Launch in L.A.

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TOMS Eyewear Launch In L.A.

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