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May 12, 2015
VMail ProductWatch
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In This Edition

LAUNCHES

Sama: deCode: LA

SECOND LOOKS

L’Amy America: Sperry
Tura: Humphrey’s
Area98: Coco Song

ALSO NEW

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LAUNCHES

Sama’s Hometown Inspires New deCode:LA Collection


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Quick Take: Sama Eyewear pays tribute to a different side of Los Angeles with its new deCode: LA collection. According to the company, the collection is predicated on the quieter, more overlooked aspects of the city, whose inhabitants are connected, creative and committed to all manner of profoundly important causes.
Wearer: “When people think of L.A., they mostly think of Hollywood, glamour, surfing, Malibu,” said Sheila Vance, Sama founder and chief designer. “But there is a whole other side to the city, and I used that as my inspiration for the new collection.”
Specifics: DeCode:LA frames are made with 100 percent hypoallergenic materials, with much of the work, like polishing and sanding, done by hand. Each of the frames are tagged with names like #No h8, #No war and #No limitation, which embody Vance’s personal philosophies.
Selling Points: When creating the collection, the brand’s technical team devised a five-step process that has created a series of original frames, the company said. Frames start with a base of pure titanium and five different molds, which add a subtle layering. Specially-configured Titanium 600 Ton Pressing and a Block Construction are offered exclusive in the collection, producing a strength and lightness to the frames.
Price Guide: $$$$$
www.samaeyewear.net

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SECOND LOOKS

L’Amy America Debuts New Sperry Styles


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Quick Take: L’Amy America has revealed its latest eyewear for Sperry Top-Sider Eyewear.
Specifics: The extensive new release includes six ophthalmic frames and five sun frames.
Selling Points: The Assateague frame is a men’s style that combines acetate and stainless steel in a classic, rectangular shape. A defined top bar is combined with a thinner eye rim in a two-tone coloration and cut-out detail. The Navarre also has a rectangular front but the entire frame has a striated wood-like finish with two-toned temples. For women, the Gardiners Bay, Greenport, Makena and Smith Point optical frames are also offered. Gardiners Bay is a rectangular, acetate frame with a colorblock design. The Greenport is the metal version of Gardiners Bay and has a more rounded shape. The Makena is a slightly oversized frame with softened edges, a thinner gauge and temples in a double layered material with a step-down detail. The Smith Point is another rectangular frame with soft curves along the top and temples in a solid color combined with a preppy striped pattern. New sunglasses include the Concord and Lexington. The women’s Concord is a new take on the aviator, with an angular teardrop face front; while the Lexington is a classic, rounded sun frame with a keyhole bridge and wood finishes. Polarized sun styles have been introduced too. The women’s Long Beach sunglass is a mix of sport and fashion, with a solid color on the outside that contrasts with a brighter, translucent color on the inside. The men’s Shelter Island is an oversized frame with a solid color on the outside and a contrasting, translucent color on the inside. The Southold is a rectangular style similar to its polarized siblings with its matte finish and contrasting outer and inner colors. All frames have Sperry’s Boat in Box logo at their temple corners.
Pricing Guide: $$$
www.lamyamerica.com

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Tura Releases Latest Humphrey’s Eyewear Collection


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Quick Take: Tura introduces a new spring collection for its Humphrey’s Eyewear line.
Specifics: The collection will feature a total of five new ophthalmic styles geared towards young adults, two for men and three for women.
Selling Points: “These Humphrey’s styles are expressive for the adventurous and those who want to stand out from the crowd,” said Jelena Halliburton, Humphrey’s product manager. “The unique styling voice inspires confidence and has a focus on expressive colors that create interest.” For men, Humphrey’s 583050 and 592013 are offered. The 583050 frame is an oversized shape with lasered acetate in a wood grain texture. The 592013 has a semi-rimless modified square shape with rounded corners and a pressed line pattern detail in a two-tone coloration. For women, Humphrey’s 583051, 592012 and 583037 are offered. The 583051 has an uplifting brow-line with rounded lens corners and a front with an inlayed pop colored metal top bar. The 592012 has a more feminine shape with an uplifting upper brow line. Its frame front has a pressed line pattern detail in a contrasting two-tone coloration. The 583037 is a bright wayfarer with colored fabric laminated between crystal acetate. All five frames have a discreet Humphrey’s “H” foil emblem that is lasered on the temple.
Pricing Guide: $$
www.tura.com

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Area98 Reveals Dynasty-Inspired Coco Song Styles


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Quick Take: Inspired the Qin Dynasty and female power, Area98’s new Coco Song collection channels the culture and royalty of that time.
Specifics: Eight distinct styles are featured in the Coco Song collection.
Selling Points: The Make Feel frame boasts detailed chasing that decorates the style’s sidepiece hinges and temple tips. The Heart Stone style’s sidepieces have precious stone droplets that highlight the frame’s fret patterns. The Meld Gold and Right Glory frames house an imperial dragon, which coils along the Meld Gold’s sidepieces and the Right Glory’s frame front. The Best Day style has tiny dried sprigs encased in its acetate frame, and has enameled metal accents on its temples and tips. The Crazy Red model radiate cast gold with the stones in its sidepieces, while the Day Dreamer and Cold Rain styles are reminiscent of the artwork of that time.
Pricing Guide: $$$$
www.area98.it

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ALSO NEW

Modern Optical Adds Styles to Modz Titanium Collection

Modern Optical International has introduced seven new styles to its Modz Titanium Collection for Spring/Summer 2015, expanding the unisex line to 28 styles. Each frame utilizes titanium mixed with other quality materials such as TR90 and handmade zyl. Among the new styles are the Congress, a classic men’s compression mount frame and Empress, an oval-shaped compression mount for women. The Majestic is a women’s frame with spring hinges, a titanium brow design and handmade zyl temples; while the Monument uses TR90 for a strong rectangular men’s silhouette and ultra-thin titanium temples. Noble is a modified square titanium men’s frame with handmade zyl temples in a wood grain pattern. Pristine offers women ultra-thin titanium temples and a TR90 cat eye front. Trevor, a combination titanium/TR90 frame, has a rectangular fronts and sleek titanium temples. www.modernoptical.com

Ørgreen Presents New Titanium Designs

Ørgreen recently released six new titanium designs. Three of the new style standouts include the Charley, Bowery and Mentor. The Charley frames are a tribute to the supreme 60’s styling in the film A Single Man, with bold lines and a slightly curved bridge for a feminine and elegant style. The Bowery is named after the famed New York neighborhood and it’s sketchy past. The men’s Bowery frames from Ørgreen capture the area’s re-birth of cool thanks to its compact, square shaped lenses with a slightly curved bridge. Lastly, the Mentor pays homage to those who have played an empowering role, imparting wisdom, insights and secrets to success. Sharp lines, slim temples and a stepped bridge evoke a slightly intellectual look in this small, rectangular frame. www.orgreenoptics.com

Spy Expands Eco-Conscious Recompose Collection

Spy has expanded its eco-conscious Recompose Collection with the Spy + Non Toxic Revolution (NTR) Discord—a limited edition eco-conscious frame made from 100 percent biodegradable Plantate and featuring the Happy Lens. Inspired by the posters that Shepard Fairey and his team at Studio No. 1 created exclusively for Non Toxic Revolution, the NTR Discord is constructed from an all-natural plant polysaccharide material, printed with eco-friendly material and offers two different lens options—Happy Grey Green and Happy Grey Green with Red Spectra—in fully recycled packaging. Part of Spy’s ongoing collaboration with NTR and Keep A Breast Foundation, a portion of each sale will go toward helping its mission of informing, educating and inspiring young people to choose non-toxic products to help reduce instances of breast cancer. www.spyoptic.com

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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 Jamie Wilson at jwilson@jobson.com or Stephanie Sengwe at ssengwe@jobson.com.


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