Upscale production and semi-custom. They make standard models and a bunch of standard variants of the same. They do have a full custom shop, but that's basically for fully custom variants of the standard models.
The Gambit, Rainmaker, Wayfarer, and Wayfarer Compact are all full custom, made in California. The Wayfarer 247, Swish, and Busker are midtech - base models are mass produced in Europe and then customized (grinds, anodization, etc.) in California.
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