By Deirdre Carroll
Senior Editor

NEW YORK--Republican or Democrat, red state or blue, regardless of which side of the political spectrum Americans fall on, there is one issue that we all can agree on--eyewear in political circles, has not gotten this much attention since Jackie O donned her glamorous oversized sunglasses.

Alaskan Governor Sarah Palin, the Republican nominee for vice president, and the accompanying media coverage, has taken interest in eyewear to new heights since her acceptance speech at the Republican National Convention earlier this month.

Wearing a rimless style by Kazuo Kawasaki from Italee Optics, the Los Angeles-based company, she has been featured on numerous Web sites in the U.S. and internationally, including the covers of Newsweek and People magazines. Her eyewear has even garnered an entire article devoted to the frames on the front page of the Money section of the Sept. 4 issue and Web site of USA Today and a news segment during “Good Morning America Weekend” on ABC News on Sept. 7.

20/20’s senior editor, Gloria Nicola, along with data from Jobson Optical Research was the source for the information in that USA Today article, where Nicola declared that “smart optometrists who don’t carry the line, should" and if they can’t get it quickly they should at least sell similar-looking brands.




 
The frames that started it all. Palin wore these Kazuo Kawasaki from Italee Optics during her speech at the Republican National Convention.
The titanium Kazuo Kawasaki style is from the 704 series in color #34 gray, shape SF103/51, with a custom bridge of 32mm and is paired with a single-vision polycarbonate lens from Gentex Optics by Essilor mounted via a screwless, tension system. The strongly rectangular shaped lens was customized and designed for her by Joy Leedham, owner and optician of Home Optics in Chugiak, Alaska, who fit the governor with the pair in a session at her home in December 2007, Leedham told Vision Monday.

This is the first frame that Home Optics has fit the vice presidential candidate with, though according to Leedham she has another one picked out in her file, but it is rumored that Palin owns upwards of seven different frames.

Some of these are higher-end pieces. Like the Ete Chardon and Monaco frames from Optylux, which she was fit for in July, according to the company, by the company’s California and Alaska sales rep, John Bernheisel. The Chardon is a crystal plexiglass frame with hand carved flowers and the Monaco is a bold red style with feathers embedded in the wide temples. According to Helmut Igel, president of the Optylux Group, Bernheisel has been selling her frames for years to reflect her personality.





Other frames reflect the Governor’s feelings about “value.” According to Reade Fahs, CEO of Lawrenceville, Ga.-based National Vision, Governor Palin and several of her children are long-time customers of the company’s two eyecare locations in Wasilla, Alaska, The Wasilla Optical Shoppe inside the Fred Meyer store and the Wasilla Vision Center inside Wal-Mart.

 

Palin featured in an ABC News piece in the Ete Chardon frame from Optylux.

"I think her choice of eyewear, and eyewear provider, says a lot for Governor Palin’s fiscal prudence,” declared Fahs. “By shopping with us, it’s clear that she recognizes strong family values, as great prices for the whole family are one of our company’s hallmarks.”

Palin’s visibility has put the national spotlight on eyewear and many eyewear providers and retailers are benefiting from the exposure--or are taking the opportunity to capitalize on it.

Home Optics’ Leedham said she has sold several of the Palin frames since the Governor’s acceptance speech despite the $375 frame-only price tag and many retailers who carry the frame are having a hard time keeping the style in stock.

 
Governor Sarah Palin wears the Vogue #3420 from the Lawrenceville, Ga.-based National Vision chain in many of her official photos.
Image Eyewear in Dallas, which carries the style, has put in a rush order to receive more frames to meet demand according to Jeff Brown, owner of the location who was featured on KXAS News in Dallas, a NBC affiliate, and interviewed about the frame. Similar local TV and newspaper pieces have been broadcast across the country.

Seattle’s Fifth Avenue Optical, issued a press release on Sept. 5 titled “Sarah Palin’s Glasses Have Been Featured Here for Years” to bring in customers looking for similar styles.

New York high-end retailer, Robert Marc, issued a press release the morning after Palin’s acceptance speech. "With the upcoming elections and debates about the economy, the environment and the war, everyone wants to look cerebral and ‘in the know,’” explained Marc.

Fashion expert and Varilux by Essilor spokesperson, Finola Hughes agreed. “It’s great to see another strong, smart woman out there wearing eyewear with confidence,” said Hughes. “The right eyewear gives any woman instant elegance and sophistication, and commands respect from those around her.” Hughes has also weighed-in on how Palin, and those looking to emulate her, can improve her look with progressive lenses like those from Varilux and AR coatings like Crizal.

“Switching to progressives can make you look years younger, and are much more functional for every day life,” said Hughes. “With progressive lenses, Palin will be able to read her notes on the podium and see all the members of her audience. She should also consider taking preventative measures against eyewear glare, so we can see her and she can see us more clearly.”

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