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August 30, 2011
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In This Edition


Eastern States: Jaguar Spirit
Alexander Daas


Modo: Eco
McGee: Totally Rimless
Marcolin: Swarovski


REM Eyewear



Eastern States Eyewear Unveils Jaguar Spirit

Quick Take:
Eastern States Eyewear has debuted Jaguar Spirit, a new collection under the Jaguar Eyewear umbrella.
Wearer: A younger demographic than the Jaguar core consumer.
Specifics: Nine men’s optical styles, seven metals and two plastics.
Selling Points: “Jaguar Spirit is a natural result of the overall demand for the Jaguar Eyewear brand,” said Paul Shyer, president of Eastern States. “In the past we had dabbled with a more youthful looks and our customers had expressed a desire for more. Jaguar Spirit is the result. It is a full fledged men’s collection that offers a wide selection of youthful, metropolitan, highly styled masculine frames.” Jaguar Spirit caters to a more youthful, fashion forward man, than the Jaguar classic collection. Angular, progressive shapes combine with rich, original colorations like navy, burgundy and olive. With subtle, creative treatments on each model, Jaguar Spirit maintains the brand’s characteristic detailing. Marketing for the Jaguar Spirit collection includes various P.O.P. items like counter cards and a multi-piece display.
Price Guide: $$$$, (800) 645-3710

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San Francisco Optician Launches Alexander Daas Collection

Quick Take:
Alexander Daas is the design-child of over a decade of eyewear styling experience by optician Alex Feldman.
Wearer: Hard to fit PDs, among others.
Specifics: Ten styles, five optical and five sun.
Selling Points: “Having personally styled thousands of different face shapes, I was able to design a comfortable and fashion-forward line that will become the optician's best friend and the wearer’s favorite accessory,” said Alex Feldman, designer and CEO of SF Optics, a San Francisco-based optical boutique. The launch collection reflects a combination of effortless chic and glamour. The frames are made from the highest quality materials, including Japanese zyl, Mazzucchelli acetates, Italian hinges and OBE German screws. An emphasis is placed on shapes and sizes designed for hard-to-fit small PDs, while all frames feature the brand signature decorative hinge motif. Oversized sunglasses feature stop-hinges to keep temple tips from tapping the lenses. The focus of the P.O.P. and advertising is a more relaxed, laid back lifestyle that speaks to comfort, functionality and fashion. Each frame is accompanied by a case that folds down flat.
Price Guide: $$$$

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Modo Releases New Eco Styles

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Quick Take:
Eco (Earth Conscious Optics) by Modo has added new styles with an emphasis on sustainability, uniqueness and personality.
Specifics: Eleven new optical styles, seven women’s and four men’s frames.
Selling Points: The optical collection is a balanced combination of classic shapes with distinctive temple detailing and retro-inspired shapes in form of cat-eye or thick plastics. The women’s styles show unexpected details such as abstract metal cut outs on style 1096, two-colored tones on front and temple in style 1097 and beautifully shaped front and temples as seen on. The men’s styles include both semi-rim classic and full-rim square retro frames as in models 1093, 1100, 1101 and 1102. The Eco collection carries an UL Environment Validation certifying that the products are made from a minimum of 95 percent recycled stainless steel and plastic. For each pair of Eco frames purchased, Eco plants one tree together with Trees for the Future, a non-profit organization that has been helping communities around the world plant trees since 1989. The frame packaging is made of recycled paper and includes a pouch made of organic cotton. Eco created a system that allows customers to donate their unwanted frames to charities helping people with poor vision in developing areas of the world. The box also includes an easy to use mail-in recycling kit.
Price Guide: $$,, (800) 223-7610

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McGee Introduces the 'Edge' Maximum Collection from Totally Rimless

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Quick Take:
For the active person who pushes the limits, the “Edge” collection from Maximum by Totally Rimless offers the latest in sporty design and styling from the McGee Group.
Specifics: Three new rimless ophthalmic styles.
Selling Points: All frames in the “Edge” collection are lightweight titanium, and most styles feature rubber temple tips to guarantee frames will stay in place. Adjustable nose pads and spring hinges ensure the most comfortable fit. The TR 177 is a large rectangular eyeshape perfect for progressives with injected plastic temples featuring color accents and a geometric design. The TR 178 is the Maximum line’s most feminine frame, with a more rounded eyeshape and brighter colors; it has thin stainless steel temples with rubber temple tips and an aerodynamic ribbon design to soften the look. The TR 179 has a modern rectangular eyeshape with titanium temples in a satin finish covered in a contrasting rubber on the temple and temple tip. Accounts that purchase the entire “Edge” collection and receive a 1- to 4-piece Riser Display and a free frame of their choice from any Totally Rimless collection.
Price Guide: $$-$$$, (800) 966-2020

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Marcolin Presents Swarovski Optical Collection

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Quick Take:
Marcolin has debuted a refreshed Swarovski optical collection to companion the Swarovski sunwear collection, featuring subtle reminders of the brand’s roots.
Specifics: Seven optical styles for women.
Selling Points: Swarovski has refreshed its approach with this collection by discreetly imparting the quintessence of the brand and opting for subtle reminders of its roots rather than a more opulent use of crystal. Swarovski’s distinctive identity is present throughout, as the iconic Swanflower motif, colored crystals and of course the facets which adorn the frames and arms, recall the precision and finesse of cut crystal. The seven styles include the Alchemy, Ana, About, Artist, Abstract and Appeal in a color palette comprised of classic black, tortoiseshell, bold red and touches of mauve.
Price Guide: $$$-$$$$

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SPY Optic Offers Performance Eyewear Styles

SPY Optic has released its SPY Performance series, a line of highly-stylized technical eyewear, with two models, Quanta and Alpha. The series features the SPY-patented anti-fogging Scoop venting system; Grilamid frames; impact-resistant, optically-correct and distortion-free ARC (Accurate Radius Curve) lenses; glare-reducing Premium Trident polarized infusion in select models; bounce-back glare-diffusing lens coating; anti-scratch, hydrophobic and oleophobic technology; environmentally reactive Hytrel rubber nose pads and temple tips; and UVA, UVB and UVC protective treatments.

Reptile Sun Adds Serpent Aviator Style

Reptile Sun has added the Serpent style to their sunwear collection. The Serpent style hits the urban pulse with an edgy street inspired contemporary aviator. With unisex styling, the Serpent features TPC-X High Definition Polarized lenses for the best solar glare protection and optical performance with a light mirror, as well as monoblock spring hinges for comfort.

Okia Bows the High Definition Nano II Collection

The HD Nano II is the new collection from Okia featuring the company’s patented HDA Technology. The HD Nano II is a full rim style collection whose frames feature very thin front with a metal rim inside plastic to give the collection a sophisticated and elegant look. The minimal detailing of the front is highlighted by intricate patterns on the temples.

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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

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