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June 21, 2011
VMail ProductWatch
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In This Edition

LAUNCHES

Silhouette: adidas Lite Fit

SECOND LOOKS

Viva: Skechers
Eastern States: Diva

READERS/ACCESSORIES

Ogi Eyewear: Tribeca

ALSO NEW

Luxottica

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LAUNCHES

Silhouette Launches the New adidas Eyewear Lite Fit Youth Line


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Quick Take:
Silhouette Eyewear has launched the adidas Eyewear Lite Fit collection that focuses on fit, durability, comfort and style for today's active youth.
Wearer: Today’s most discerning kids and teens and parents looking for well made frames backed by Silhouette’s quality standards of durable products offered at an unbeatable value.
Specifics: The Lite Fit collection is available in six youthful shapes, four different eye sizes and playful and vibrant colors.
Selling Points: The Lite Fit collection is manufactured using the lightweight, high-tech material Performance Steel for the frame front and features the durable yet flexible SPX for the temples. These materials make the Lite Fit collection extremely lightweight and comfortable, free from pressure points on the nose or head and are barely perceivable when worn. The Traction Grip material on the temple ends ensures that the frames sit securely without slipping. The product was designed with seamlessly embedded screws in the hinges avoiding problems such as the entangled hair and risk of injury. The collection comes with a hard case for safe storage and a cleaning cloth. Additionally, with the release of Lite Fit Collection, adidas Eyewear pledges to donate $1,000 for every 1,000 frames sold in support of Harper’s Playground, whose mission is to develop inclusive playgrounds nationwide to help support those children with disabilities, and other charities that help to ensure every child has access to a safe place to play.
Price Guide: $$$
www.adidas.com/eyewear, www.silhouette.com

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SECOND LOOKS

Viva Unveils Skechers Summer 2011 Eyewear Collection


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Quick Take:
Viva International Group presents new releases in their Skechers Eyewear kids’ collection for Summer 2011. The new releases feature a youthful blend of artistic details and sporty accents, infused with the DNA of the Skechers brand.
Specifics: Six styles total, consisting of two ophthalmic styles for boys and four ophthalmic styles for girls.
Selling Points: The four new styles for girls are fun and trendy. A flower and butterfly detail accents a metallic logo banner on the handmade acetate temples of models SK 1502 and 1503. Colorful glitter hearts highlight the metal temples and tips of models SK 1504 and SK 1505. The new optical styles for boys are designed for today’s active lifestyle. Double injected rubber temple tips on models SK 1029 provide a sporty look, while a racing theme is reflected in model SK 1036, featuring a raised logo and racer stripe detail with a tread-like pattern laser-etched on the end pieces. An all-new assortment of marketing materials will be available, including a Kids Center 12-piece display, small and large merchandising towers, tent counter cards, a one-piece frame highlighter and a store dangler, all featuring Skechers’ fun and playful kids campaign images and graphics.
Price Guide: $$
www.vivagroup.com, (800) 345-VIVA

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Eastern States Adds New Diva Sun and Optical Styles

Quick Take:
Eastern States Eyewear has announced the release of new models into their Diva Eyewear collection.
Specifics: Three new sunglass styles and four new optical styles total.
Selling Points: Diva’s new collection features highly detailed, feminine designs combined with a brilliant array of multi-colored Swarovski Crystals in a variety of sizes and shapes. The sunglasses feature plastic shapes with a retro flair, bold, elegant metal accents and detailed laser etchings. The optical models feature cut temples with metal work complimented by Swarovski Crystals.
Price Guide: $$$
www.eseyewear.com, (800) 645-3710

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READERS/ACCESSORIES

Ogi Releases New Tribeca Collection Styles


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Quick Take:
Ogi Eyewear has introduced new styles into their Scojo Tribeca Collection. Inspired by the legendary downtown district of New York City, the Tribeca collection reflects the hip style and witty character of this historic neighborhood bearing the same name.
Specifics: Three new reading glass styles.
Selling Points: Each style in the Tribeca Collection has been named after one of the most captivating streets in the city. The Ludlow Street is a distinctive unisex frame made of premium handmade acetate with a vintage inspired shape, keyhole bridge and chrome rivets. The Court Street combines an executive Wall Street look with a hint of modernism. Available in three colors, the handmade acetate frame features chrome rivets and subtle weaves of color. Lastly, the Concord Street is a refined shape mixed in an intriguing color pallet with a slight cat-eye lift.
Price Guide: $$
www.ogiframes.com, www.scojo.com

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ALSO NEW

Safilo Bows the DiorLadyLady Collection

Safilo’s DiorLadyLady collection pays homage to the iconic Lady Dior bag launched in 1995 and its signature “cannage” plaid pattern. The DiorLadyLady 1 sunglass is a large square shape, while the CD3763 ophthalmic style plays counterpoint. The DiorLadyLady 2 sun style is more elongated and rectangular, while its corresponding optical, the CD3227, is also more substantial in feel. Lastly, the DiorLadyLady 3 is a large mask style sunglass. www.safilo.com

Charmant Group Reveals the Trussardi Camouflage Lens

In celebration of the brand’s anniversary, Charmant has created a limited edition Trussardi 1911 sunwear frame with lenses featuring a camouflage pattern. This one-of-a-kind pattern was designed and developed by Carl Zeiss Vision in Italy especially for the limited edition Trussardi centennial sunglasses. www.charmant.com

Eyeking Debuts the Rich and Famous Scout Sunglass

Eyeking has presented the latest style in their Rich and Famous eyewear collection, the Scout. The Scout features modernistic styling and bold colors for an update on a vintage 1980s piece. The Scout was designed to appeal to those looking to make a statement with their sunwear. www.eyeking.com

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BACK TO TOP

Send Us Your News & Ideas

Deirdre Carroll, Senior Editor

Send us news about frame, sun, spectacle lens and contact lens line collections and additions. Or provide us with subjects for future stories or topics you'd like to see covered. Contact VMail ProductWatch’s Editor Deirdre Carroll at dcarroll@jobson.com.


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