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February 19, 2013
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In This Edition


Hydrogel: Icuity H2O


Revolution: Ed Hardy
L'Amy America: Nicole Miller
ESE: Jaguar


REM Eyewear



Hydrogel Vision Launches Icuity H2O, One-Week Modality

Quick Take: Hydrogel Vision Corporation (HVC), makers of H2O disposable soft contact lenses, have announced the expansion of their product line with a new lens and a new modality: Icuity H2O, a one week replacement contact lens.
Wearer: The lens is a new option for patients who would benefit from a more frequent replacement, but don’t want to incur the cost of a daily disposable lens, the company said. HVC president Steve Schuster explained that the market is still seeking better options for patients who have issues with dryness, comfort and deposits and that frequent replacement, when combined with the right material, will help alleviate these problems.
Specifics: Icuity H2O is made with hioxiflcon A, a non-ionic ultra-hydrating material that retains 99 percent of its water content throughout the wearing time. Lens comfort, movement and fit are stable throughout the day. Icuity H2O comes in a Median and Steep base curve. Available parameters are: Median +6.00 to -10.00 and Steep -0.25 to -10.00. Free diagnostic sets of Icuity H2O are available directly through Hydrogel Vision and through any of their authorized distributors.
Selling Points: Schuster noted, “Icuity H2O will allow your patients to replace their lenses weekly for about the same price they’re now paying for two-week and one half the price of one-day. Weekly replacement also helps with compliance.”
Price Guide: $$

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Revolution Revamps Ed Hardy Optical and Sun Collections

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Quick Take: Revolution Eyewear takes a new ambitious and elegantly classic route for the Ed Hardy Eyewear collection in 2013. The line, inspired by Don Ed Hardy, considered the “Godfather” of tattoo, emits a whole new vibe, yet remain unmistakably Ed Hardy.
Specifics: There are 13 new ophthalmic frames and 14 new sunglasses, in a combination of contemporary male and female styles.
Selling Points: Don Ed Hardy helped make tattoos into high end art and is responsible for first incorporating the Japanese technique of Irezumi into his tattoo art to make it more vibrant and colorful in the U.S. The new Ed Hardy optical line creates a whole new vibe by offering a softer, more sophisticated, interpretation of the vintage Americana designs this world renowned artist is known for. Subtle brand detailing graces each and every frame in this collection; while design details include genuine Daniel Swarovski Austrian crystals, leather trimmed temples, laser engraved images on the acetate temples and even hand painted art. Additionally, Revolution has added new colors like red horn, black crystal and Havana dusk to the collection.
Price Guide: $$$-$$$$

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L’Amy America Debuts New Nicole Miller Optical Styles

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Quick Take: L’Amy America has introduced new ophthalmic styles for spring into the Nicole Miller eyewear collection.
Specifics: Two new styles, the NM Barrow and NM Baxter, continue to reflect the Nicole Miller brand codes in keeping with Nicole Miller’s signature style.
Selling Points: The bike theme, so prevalent in Nicole Miller’s ready‐to‐wear collection and accessories, is represented in the Nicole Miller Barrow frame. The bike plate and lock is interpreted in an open work double U accented with three crystals and four rivets for a tough‐feminine flair. The Barrow comes in three colors; matte black/black, matte chocolate brown/brown and matte eggplant/purple. In the Baxter features three raised metal Celtic crosses for a modern interpretation of an ancient symbol. The Celtic theme is an important one in the Nicole Miller collection, while rich acetate colors and a modern eye shape complete this urban style. The Baxter comes in three colors; black, blond tortoise and brown/light blue gradient.
Price Guide: $$$

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Eastern States’ Jaguar Eyewear Bows New Sun Collection

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Quick Take: Eastern States Eyewear has announced the release of new Jaguar Sunglasses.
Specifics: The new eleven piece collection features a mix of Jaguar’s classical sensibilities as well several styles that have a more youthful, fashion forward edge. There are nine metal styles and two plastics, the majority of which are Rx-able.
Selling Points: Each Jaguar sunglass features a polarized lens option, however in the current release there is one color per frame that features a fashion lens, allowing the customer to choose which type of lens best fits their shop’s needs. Several materials are used and often intermingled including aluminum magnesium alloy constructions, rubber accents and carbon fiber detailing. In addition to more traditional masculine colors, a variety of exciting accent colors are used throughout the collection including reds, oranges, blues and white. All styles feature the Jaguar “leaping cat” logo lightly engraved upon its lenses.
Price Guide: $$$$

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Reptile Sun Adds the Brady Sun Style

Reptile Sun has added the Brady sun style which provides plenty of coverage and protection thanks to the full wrap architecture in handmade acetate fitted with the brand’s crystal TPC-X polarized lenses. The Brady is named after Brady Barr, the host of the National Geographic show “Dangerous Encounters.” Barr's adventures have taken him to many exotic places and put him face to face with some of the most amazing reptiles in the world, all while wearing his Reptile sunglasses. The Brady is available in two colors, black with black ice lenses and tortoise with amber lenses.

Ørgreen Intros the Thelma from the 2013 Mido Collection

For Mido, Danish brand Ørgreen is debuting several new styles, among them is the Thelma. Described by the brand as “the ultimate definition of modern femininity,” the Thelma has an elegant attitude, delicate lines and strong personality. The combination of the faded matte blue front and flat, shiny gold beta titanium temples has a refined, gentle feeling. With a 5-base lens, the pale blue brings a calm, almost Zen feeling, while the curved top line matches the arch of the eye and the soft bottom line reveals character.

OWP Extends Mexx Collection with New Styles for Ladies

German company, OWP Brillen adds new Mexx optical styles for women that prove knitting can be hip. The four new styles, the 5114, 5115, 5302 and 5303, feature a knit design on the temple and each of the four styles are available in two plastic and two stainless steel versions. Showing that knits are no longer just for grandparents, as an extra bonus, the glasses come with a handicraft sheet pattern for a knitting doll for crafty wearers to make.

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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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