Deirdre Carroll: SENIOR EDITOR
Who: Trend-setting, modern eyewear consumers looking to differentiate themselves from the homogenous look of mass produced generic eyeglasses and those drawn to the quality feel of vintage and vintage reproduction frames.
What: Many eyewear manufacturers are tapping into this growing demand for retro styles by re-issuing some of the most popular frames in their collections from days gone by. Be it the ‘50s, ‘60s, ‘70s or ‘80s, each era had an eyewear style aesthetic all their own.
Wear: Browline glasses made up nearly half the optical frames sold in the U.S. in the 1950s with Malcolm X as one of the most notable figures of the time to embrace the look. In 1986, Ray-Ban launched a sunglass version of the style and the rest, as they say, is history. Re-launched in late 2008 the Ray-Ban Clubmaster from Luxottica is one of the most iconic styles associated with the brand and has become as popular with today’s eyewear wearers as yesterdays. During the first era of the label’s popularity in the 1960s, Oliver Goldsmith sunglasses frequently appeared in the pages of every major fashion magazine and counted Grace Kelly, Audrey Hepburn and Michael Caine among its fans. The international re-launch of the brand in 2005, by Claire Goldsmith, Oliver Goldsmith’s great granddaughter, has re-established the brand for the 21st Century. Releasing 10 new styles from the family’s private archive every year, the Oliver Goldsmith originals collection is 40 styles strong in 2009. Carrera was one of the most popular sunglass brands in the ‘80s. Based on the original designs of the historic sunglasses that made Carerra so successful then, the Sàfilo Carerra Vintage collection features 14 aviator styles, including the Champion, many of which are cast from their original molds. First launched in 1985 and made popular by Stevie Wonder, the Cazal 951 with its interchangeable temples is now being reintroduced by Eastern States Eyewear and Ultra Palm Optical for the first time since it was retired in the ‘90s.
Why: According to Selima Salaun, owner of eight Selima Optique boutiques in the U.S. and abroad, “There are a variety of clients looking specifically for vintage, some that don’t even realize it. It’s quite interesting to see their reaction when they come in looking for a regular frame, try on a retro, and end up walking out with a true vintage. Selima Optique is all about the inspiration of vintage and though interest in vintage frames has been growing there has always been a niche for it. As the saying goes— history repeats itself.” It seems then that offering your customers something they didn’t even know they were looking for, like vintage and vintage-inspired frames, is exactly how to be, as Selima says, “in the now.”