The Story

NEU is The Brand for Brands and The Brand for Fans. Not only do we create the coolest licensed merchandise for teams and leagues, but we also create the same high-quality products for brands and events ranging from Uber to Forbes Under 30. The innovation of our products and our one-stop-shop capabilities set us apart from the competition.

The company, originally called Glass-U, was launched out of Daniel Fine's dorm room at the University of Pennsylvania. Glass-U started by producing and selling custom fully-foldable sunglasses.

We've since grown far beyond sunglasses and have rebranded as NEU, now producing a broader product offering ranging from womens and childrens apparel to bags, accessories, and more. Our rights span from the NCAA to the FIFA World Cup. Today, GlassU is our impulse division and all in, NEU is redefining merchandise and as we like to say, “Swag is stale. And the world is ready for something NEU.”


  • Glass-U is founded by Daniel Fine in his University of Pennsylvania dorm room, selling customized fully-folding sunglasses
  • 2013

  • Sold Rose Bowl branded shades on-site for the game in Pasadena, CA
  • Expanded on the event circuit to sell custom shades at Bonnaroo, Lallapalooza, and SXSW to get the Glass-U name out
  • 2014

  • Glass-U secures one of the largest licenses in the world – FIFA World Cup
  • 2015

  • Glass-U secures NCAA licenses to over 70 schools
  • Daniel graduates from Penn
  • Glass-U clears $300k in revenue since inception with now 4 full-time employees
  • 2016

  • Glass-U secures license for Copa America soccer tournament
  • Glass-U launches full merchandising capabilities with ELEAGUE in partnership with IMG and Turner Broadcasting
  • NEU LLC is formed to hold retail and custom divisions
  • Glass-U becomes an impulse product brand underneath newly formed, NEU