LAUNCHES

Viva International Launches the William Rast Eyewear Collection


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Quick Take:
Viva International Group has launched the William Rast Eyewear collection. Each style incorporates the timeless yet trend driven, Americana heritage and contemporary look that the William Rast brand is known for.
Wearer: 18-49 year old men and women who are working professionals and consider themselves fashionable and stylish.
Specifics: The initial launch offering includes 20 optical styles, eight for men and 12 for women; as well as 23 sun styles, eight for men and 15 for women.
Selling Points: Signature elements of the brand such as leather, metal and wood are integral components of the line. Each style features metal insets of the William Rast New America flag on the inside of the right temple tip as well as the William Rast “dub” logo on the exterior left temple or lens front. Available P.O.P will include a 40-piece floorstand display, 8 to 16-piece rotating display, an 8-piece tray, William Rast mirror and a 1-piece logo block.
Price Guide: $$-$$$
www.vivagroup.com, (800) 345-VIVA

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Essilor Launches Entry-Level AR Lens

Quick Take: Essilor of America is launching Crizal Easy, a high-performance, entry-level “no glare” lens. Crizal Easy is a replacement for original Crizal lenses, which will be discontinued in the first quarter of 2011.
Specifics: Crizal Easy lenses feature a super-hydrophobic top coat that provides improved oil, water and smudge resistance. Essilor’s patented Pad Control System layer ensures excellent adhesion of the leap pad for precise and consistent edging and drilling. Crizal Easy lenses also have a 110 degree contact angle that provides improved cleanability over original Crizal lenses and competitive lenses, Essilor said. With Crizal Easy lenses, over 83 percent of the top coat’s performance remains intact, even after 20,000 cleanings. This means the easy-to-clean characteristic of Crizal Easy lenses lasts after continued use. The new offering also has a double-sided integrated hard coat that ensures scratch resistance and durability that lasts.
Selling Points: Crizal Easy lenses is available on both Rx and finished single vision lenses.
www.crizal.com, (800) 843-3937

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SECOND LOOKS

Modo Eyewear Adds Filigree Retro Styles


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Quick Take: Modo adds styles to its retro collection, with lightweight titanium fronts and plastic temples incorporating retro silhouettes and vintage elements such as fine filigree metal detailing.
Specifics: Three new styles; style 124 is a men’s semi-round wire with a filigree temple detail, style 125 is a men’s semi-rim classic rectangle with a filigree temple detail and style 126 is a women’s classic full rim rectangle.
Selling Points: The filigree work is a delicate ornamental detail done in gold or silver. Each frame is handcrafted by Japanese artisans under the strictest quality standards in the market. Colors are antique gold, antique pewter and brown.
Price Guide: $$$$
www.modo.com

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REM Introduces Converse Eyewear Styles for Spring 2011


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Quick Take:
Converse adds punch to its international lifestyle brand with new additions to the Converse Eyewear collection from REM.
Specifics: 18 new frames for trendsetters and aficionados of Converse originality in the Converse Heritage sun, Converse Heritage optical and the original Converse core optical collections.
Selling Points: The collections feature the perfect mix of modern design with retro elements. In Converse Heritage sun the Triple Treads, Play On, Reinvented and Forum offer distinct identities for men and women. In Converse Heritage optical the Pavement, Drop In, Ballroom, Court Feel and On Board, are five frames that have as much personality as the individuals who wear them while the Converse core optical collection offers up the Intersection and Seek for women and the Far Off, Which Way and Scenic Lookout for guys.
Price Guide: $$$
www.remeyewear.com

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Silhouette Bows New Studio Rimless Collection


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Quick Take:
Silhouette's new Studio Collection reinterprets the glamour of the 1960s and 1970s by reflecting the motifs which made it one of the most memorable periods in history.
Specifics: Four new models in four different patters: Rhythm Cubes, Swinging Circles, Floating Waves and Beat Curves..
Selling Points: Produced largely by hand in Austria, the Studio collection is state of the art both in materials and technology. The black and white pop art color combinations are manifested on the ultra wide SPX temples.
Price Guide: $$$$
www.silhouette.com

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Switch Launches World’s First Full Frame Magnetic Interchange Sunglass


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Quick Take:
Switch has adapted its patented magnetic interchange lens system into a full sunglass, which will debut at Vision Expo East.
Specifics: Switch Vision is a sports performance sunglass collection featuring the world’s first patented magnetic interchange lens system.
Selling Points: The Boreal is a major leap forward in Switch Magnetic Interchange lens technology. Applying Switch to full rim sunglass frames, opens up a range of future styling possibilities. Boreal is ideal for outdoor enthusiasts and athletes who need superior optics, comfort and eye protection while having the versatility to change their lenses in a matter of seconds. Switch offers kits, featuring either two polarized or two non-polarized lenses. Each kit includes a primary lens in either true color gray or contrast amber, with the secondary lens a low-light rose amber. There are options for mirror treatments as well. The company also offers a video demonstrating how the lenses are inserted.
Price Guide: $$-$$$
www.switchvision.com

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ALSO NEW

Wescan Adds the Fysh UK F-3434

The F-3434 is a new full rim model from Fysh UK with a futuristic flair. The stainless steel temple design is inspired by the textures found in crushed metal, while front colors are available in brown, turquoise, violet and pink. www.fyshuk.com

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Live Eyewear Releases Vistana Soft Touch Frames

The Vistana OveRx sunwear collection receives three new Soft Touch frame finishes. The new finishes are matte black, tortoiseshell and violet. The new frame finishes are available in all five sizes with a choice of gray or copper polarized Polar├ę lenses. www.liveeyewear.com

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├śrgreen Adds Three New Styles

Danish eyewear brand, Ørgreen has added the Gregory, Phoenix and LouLou optical styles, all available in six duo tone colors. The Gregory is a beta-titanium frame for men, the LouLou is minimal in flirty colors and the unisex Phoenix features a larger lens size. www.orgreen.dk

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