Quick Take: Altair Eyewear is refreshing its proprietary brand Genesis, which is celebrating 20 years in the U.S. eyewear market, with a new collection. Genesis is also introducing a 60 eye size, a first for the Altair portfolio.
Specifics: The new Genesis Spring/Summer 2021 collection includes four optical styles: G4052, G4053, G5057 and G5058. G4052 is an understated, easy to wear rectangular frame offered in three colors. G40532 is a sleek, metal rectangular frame with acetate temple tips and adjustable nose pads. It is available in three metal tones. G5057 is a modified rectangle available in classic black and two crystal colorways. Finally, G5058 is a sophisticated, semi-rimless frame with crystal stone accents. It is available in three metal tones.
Selling Point: Thomas Burkhardt, senior vice president of global brands, marketing & design at Marchon Eyewear, said, “As a successful, core brand in the Altair portfolio for 20 years, we are excited to introduce the next chapter for Genesis. By refreshing the brand to offer feel-good eyewear at a comfortable price, we believe that it will enhance the brand’s perception, while complementing the existing brands in the Altair portfolio.”