Two Blind Brothers is an online apparel retailer that raises funds for retinal eye disease research, launching a successful campaign that required shoppers to purchase blindly with no knowledge of their merchandise assortment

Two Blind Brothers, founded by Bryan and Bradford Manning, is a philanthropic high-end shopping experience that allows customers to pick a price point and shop without any other control over their apparel selection.

Besides cost, consumers receive no information—even images—of the clothing they will receive. While this may seem like a purely adventurous shopping experience, the bothers behind this business are using this project to raise money for retinal eye disease, an affliction they were both diagnosed with before beginning this business. 100% of the profits from this business go toward research for a cure of retinal eye disease.

Screenshot via twoblindbrothers.com

Items include primarily tees, Henley's and hoodies, alongside a variety of additional items, for which shoppers simply pick a price point to receive an assortments of goods. While the founders noted the risk in such an unusual way of purchasing, particularly in today's retail climate of personalization and anywhere access, they prioritized creating a unique retail experience with a compelling story—and actually sold out of merchandise, it was so popular.

Two Blind Brothers


Lead image: stock photos from TierneyMJ/Shutterstock

Two Blind Brothers, founded by Bryan and Bradford Manning, is a philanthropic high-end shopping experience that allows customers to pick a price point and shop without any other control over their apparel selection.

Besides cost, consumers receive no information—even images—of the clothing they will receive. While this may seem like a purely adventurous shopping experience, the bothers behind this business are using this project to raise money for retinal eye disease, an affliction they were both diagnosed with before beginning this business. 100% of the profits from this business go toward research for a cure of retinal eye disease.