There is one category of consumer tech that’s being built largely outside Silicon Valley: E-commerce. Fab, NastyGal, ShoeDazzle, Birchbox, Bonobos, Honest, Dollar Shave Club, JustFab, Warby Parker and so many other once-hyped (and in a few cases, still-hyped) “e-commerce 2.0” companies were centered in fashion and celebrity hubs of LA and New York.

This interview with Warby Parker co-founder Neil Blumenthal shows that the geographic distinction isn’t just about the weather. It’s about how the company is built. I’ve never before spoken with a Web founder who put more thought into his PR hire than his…. developers.

Warby may wind up out surviving other ecommerce roadkill because they got what they were early: A fashion and lifestyle brand, no...