IRVINE, Calif.—Members of the action sports industry have created IVI Eyewear (pronounced “eye-vee”) to launch in spring of 2012. The company was founded by Rob Dyrdek, professional skateboarder and star of reality shows such as Rob and Big and Rob Dyrdek’s Fantasy Factory; Pete Fox, CEO of motorcycle and motocross apparel company, Fox Head, Inc.; and Jerome Mage, the new company’s lead designer who had worked on Spy Optics for Orange 21.

“IVI Eyewear design has an iconic quality, combining simple and classic lines with unique features and details,” said Mage. “IVI blends Americana toughness with simplicity. Each frame is also very unique in terms of mixed materials and particular surface treatments.”

In addition, IVI has also named Daran Godfrey to the position of global director of sales. Godfrey had been with Luxottica for the last six years, where he started as sales director of the Luxottica Sports Division, led sales in the creation of the Icon Sports Division after the acquisition of Oakley in 2007, and most recently acted as national accounts sales manager of sport optics focused on the action sports/lifestyle channel to manage and grow Oakley, Ray-Ban and Arnette.

“My background is grassroots, building strong brands, not necessarily labels but brands,” Godfrey told VMail. He described IVI’s vibe as “elevated street fashion in the realm between action sport and straight fashion.” He told VMail that his plan is to “build a strong sales force, set up a dealer network, initially in the U.S. and globally in a strategic manner.” IVI will be available in premium action sport, lifestyle boutique, sunglass specialty and optical retailers.