Beyond the Label with Danielle McWaters, co-founder of Sardine

Join us as we go beyond the label with brands we love at Martie. Today,  meet the bold minds behind the frames turning heads—and changing how we think about accessories. Welcome, Sardine, to Martie! Let's check in with co-founder, Danielle McWaters.

But first, shop the frames, here.

What’s the mission behind Sardine?
At Sardine, we’re charting a new course in eyewear. We want to challenge the sea of neutral, safe styles and invite people to say "yes" to bold, wearable shapes and joyful colors. Our frames are designed to be confidence-boosters, compliment magnets, and a daily opportunity to make the ordinary extraordinary. We’re here to make accessorizing feel fun and—dare we say—flavorful.

How did the idea come to life for Sardine, and why frames?
Sardine was born from that "why do all sunglasses look the same?" moment. As design-obsessed friends living where land meets the sea, we were craving something more playful, expressive, and unexpected. Frames felt like the perfect canvas—an everyday essential with the power to completely shift your vibe and your outfit. So we set out to create sunglasses that feel like a pep talk and a wink at the same time.

What’s your favorite Sardine style?
That’s like picking a favorite child! But if I had to choose, I’d say the ones that push boundaries just a little—those frames that make you do a double take in the mirror and think, “Oh hey, I am that girl.” We aim to design future vintage pieces, with craftsmanship and unexpected details like the acetate, rivets, and decoration designs layered in. The favorites are usually the ones that walk the line between bold and wearable just right.

Sardine used to be Wolfspout. Why the rebrand?
Rebranding was about evolving to align closer to our vision. Sardine was always meant to be a little offbeat, a little salty. But as we grew, we wanted to own that vibe even more —to lean into our playful, expressive roots and show up as the brand we knew we were meant to be. The new name and new look captures the energy and confidence we want every pair of frames to bring to your face. 

What has been your biggest “aha” moment when building Sardine?
Realizing that being a bit extra is actually our superpower. The moment we stopped trying to fit into traditional eyewear norms and started designing what we wanted to wear, everything clicked. People responded to the authenticity, the boldness, the fun. That taught us to trust our instincts and design from the gut.

What’s in the pipeline next for Sardine?
Let’s just say… expect more flavor. We’re playing with new materials, fresh silhouettes, and unexpected accessories to take your frame game even further. We’re always asking ourselves: what’s the next thing we wish existed? And then we try to make it—always in small batches, always with quality in mind.

Why is working with Martie important to Sardine?
Martie’s all about discovery, joy, and smart choices—and that’s totally our vibe. We love that Martie brings unexpected brands to the forefront, and makes them accessible in a fresh, fun way. It’s such a perfect platform for Sardine to meet people who are already open to trying something a little different. Plus, who doesn’t love scoring a great find?