The first investment from Charli and Dixie D’Amelio’s new fund is in an eyewear company

Last week, Charli and Dixie D’Amelio announced 444 Capital, an investment venture that will spend $25 million to fund startups. As they debuted 444 to the world, the TikTok-famous sisters also revealed the first company their firm would back: Pair Eyewear.

Pair is a four-year-old brand led by co-founders Sophia Edelstein and Nathan Kondamuri (pictured above). Around the time of its 2018 seed round, the brand marketed its signature product — magnetic frames that let you switch up your glasses style at will — to kids. As the brand moved into its $12 million Series A and beyond, it began to sell to adults as well. That’s where TikTok comes in.

According to Edelstein, Pair’s success has generated “thousands of posts” on TikTok in which people try on different “tops” (that’s the name for the stylish designs that attach to the magnetic frames.) Since Charli and Dixie D’Amelio like to serve as brand ambassadors for the brands they invest in, a pact with Pair gives them the opportunity to get in on the brand’s social video operation.

“From the start, Pair has been all about fostering inclusivity, individuality, and self-confidence – qualities that deeply resonate with Gen Z customers, which is why we are so excited to add Charli and Dixie to our incredible group of investors,” Edelstein said in a press release. “Charli and Dixie are deeply passionate about Pair’s mission to fundamentally change the way we think about glasses and are able to authentically speak to our customers through their own personal experiences.”

Notice that Edelstein said the TikTokers will be added to Pair’s investor list; the company’s $60 million Series B was actually announced late last year. Beyond the D’Amelios, other notables who joined in on that round include Twitch star Tyler ‘Ninja’ Blevins, actor Sterling K. Brown, and NFL star Christian McCaffrey.

With its new injection of funding, Pair plans to broaden its customer base and develop unique new products.