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February 28, 2012
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In This Edition


New York Eye: Eddie Bauer
Acuity Optical: Free Form Green


Modo: S/S ‘12 Collection
Revolution: Affliction
Eastern States: Thierry Mugler Sun


LBI: St. Moritz
Best Image: Plume Paris
Villa Eyewear: X-Ide
REM Eyewear



New York Eye Launches Eddie Bauer Eyewear

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Quick Take: New York Eye has launched the Eddie Bauer eyewear line based upon the 90-year-old active, outdoor lifestyle brand that offers signature outerwear, clothing, accessories and mountaineering gear. 
Wearer: Active men and women looking for a value-focused eyewear collection. 
Specifics: The 30 piece optical collection delivers frames designed with the same quality and performance standards set by Eddie Bauer, “The Original Outdoor Outfitter.” 
Selling Points: The design aesthetic of the eyewear collection is purely Eddie Bauer—classic, yet modern. Styles range from modern classic looks in bold solid black, a variety of tortoises, and colorful laminated zyls to semi-rimless metal-front rectangle shapes paired with eye-grabbing laminated temples. Standout features include a three-year warranty on all frames, as well as the use of the highest-quality zyl, titanium, stainless steel, and TR90 frame materials. Marketing materials for the eyewear collection include one- and three-piece eyewear displays made of real wood and featuring the signature Eddie Bauer green hue and logo.
Price Guide: $$-$$$

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Acuity Optical Debuts Green by Thomas Trauth Eyewear

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Quick Take: In collaboration with Free Form Eyewear and German eyewear designer Thomas Trauth, Acuity Optical USA, Inc. has developed the Green by Thomas Trauth collection. The Green collection focuses on sustainable production through innovative design.
Wearer: Men and women looking for an environmentally-friendly metal eyewear collection.
Specifics: Twelve sheet metal ophthalmic frames in three colors each.
Selling Points: According to Acuity, the Green collection is environmentally responsible in every step from its origination thanks to its consumption of less material (Green : 12.9g vs. conventional frames: 26.3g), fewer machine production steps (Green: 14 minutes vs. conventional frames: 41 minutes), design that minimizes its carbon footprint and the fact that no toxic materials are released during production. The focus of the Green frame design is on quality, lightweight comfort. The frames are completely free of screws and the patent pending screwless hinge is cut and folded from one piece of titanium sheet. The frames also feature 3D “ball-joint” nose pads and color nylon half-rims. A video titles “Free Form eyewear – Green” on YouTube has been prepared to showcase the collection for ECPs and consumers.
Price Guide: $$-$$$

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Modo Introduces Spring/Summer 2012 Collection

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Quick Take: Informed by the rich history of design at Modo, the company’s creative team delivers a range of retro-inspired ophthalmic styles with a decidedly modern feel for their eponymous Spring/Summer 2012 collection.
Specifics: The Spring/Summer 2012 collection is composed of six new titanium frames, six new acetate frames and two new titanium/plastic combination frames.
Selling Points: Shapes range from soft, modified and shallow rectangles to rounds and ovals. Each frame is handmade and finished in Japan from plastics chosen from the finest Italian and Japanese acetates each season, while the metal frames are all titanium. Models 136 and 137 are smaller scale titanium’s with retro-inspired detailing and a saddle bridge in a flattering oval (136) and small soft rectangle shape (137). Models 138, 139, 140 and 141 are rimless titanium construction with subtly designed minimal end piece and hinge. Models 211 and 212 continue the retro-inspired metal theme in smaller scale acetates. The 6025, 6026, 6027 and 6028 feature Modo’s signature acetate in four unique new shapes including a petite women’s cat eye (6026), a soft feminine rectangle (6027), a modern oversized rectangle for women (6025) and a timeless men’s browbar with keyhole bridge (6028). Lastly, models 3031 and 3032 are two timeless styles in a mix of acetate and titanium, a men’s rectangle (3032) and women’s cat eye (3031).
Price Guide: $$$-$$$$

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Revolution Unveils New Styles in Affliction Line

Quick Take: Affliction the brand has been recognized around the world for its unique design aesthetic. Revolution Eyewear has interpreted that aesthetic into an ever-growing sunwear collection.
Specifics: More than 20 sunwear styles, including the new Lizette.
Selling Points: The Affliction brand has become a household name with some of the world’s biggest celebrities, band members and athletes wearing their many different products. Affliction Eyewear from Revolution has gained its attitude through the cutting edge styling incorporated in each frame the company offers. The featured style this season is the Lizette available in tortoise gold. Revolution offers a selection of P.O.P. materials in support of the brand that includes a 12-piece locking display, posters and counter cards.
Price Guide: $$$$$

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Eastern States Eyewear Bows Thierry Mugler Sun Line

Quick Take: Eastern States Eyewear has announced the addition of the sunwear into the Thierry Mugler eyewear collection.
Specifics: Consisting of a half dozen styles, each caters to women seeking the eclectic, colorful, French inspired designs, for which the brand is world famous. Angular, high fashion plastic shapes are complimented with a variety of metal and leather accents.
Selling Points: The addition of Thierry Mugler sunglasses is as directly related to the visibility of the brand today as it is to the success of the optical collection. The popularity of the brand’s fragrances (most notably Angel Perfume) and the visibility of its couture collection have expanded thanks to the direction of creative director Nicola Formichetti (also Lady Gaga’s stylist). Increased promotion and advertising along with the recent endorsement of celebrities such as Eva Mendes, Beyoncé, and Lady Gaga have further increased brand visibility. The collection features several themes, such as a metal, lattice inspired overlay covering the plastic front of the TM10207, as well as a series of sleek metal studs on the end pieces of the TM10211 and TM10214; while leather bands provide a material and color contrast to the plastic temples of model TM10198. Colors in the collection include black, tortoise, burgundy, purple and a variety of marbleized finishes.
Price Guide: $$$

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LBI Adds Styles to St. Moritz Collection

LBI has added styles into their St. Moritz collection. The Firenze is a simple, elegant ladies combination frame made of a metal front and zyl temples, while spring hinges and adjustable nose pads ensure comfort. The ICE 246 is a metal ladies frame with a laser cut out design on the frame from front to temples joined by a stone encrusted medallion-like trim. Adjustable nose pads and nylon backing along the rim of the lenses ensure proper fit.

Best Image Celebrates Plume Paris ‘Loop’ 10th Anniversary

Best Image Optical’s Plume Paris Eyewear, inspired by European culture, is celebrating the 10th anniversary of its popular frame, Plume Paris ‘Loop.’ The Loop frame, which has become one of the bestselling frames for the brand, is characterized by simplicity, elegance and uniqueness. To celebrate the Loop’s 10the anniversary, Best Image Optical has added two new colors for the frame; m. brown/chocolate and m. violet/amethyst in stainless steel.

Villa Eyewear Presents New X-Ide Styles

Villa Eyewear has presented the Italian translation of the multicultural trends seen on the streets of the Big Apple in the new X-Ide collection. Inspired by Manhattan, the collection’s designer has interpreted and translated the city into new shapes and hues. For this season 15 new styles have been introduced, including the revisited X-Retro to the modern X-Original shapes in new color combinations that include deep blues, translucent reds and marbled purple.

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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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