L’Amy America Debuts Capsule for Champion Eyewear 100th Anniversary


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Quick Take: L’Amy America is marking Champion’s 100th anniversary with a new series of optical and sun frames featuring designs inspired by key decades in the brand’s history called "the Vault."
Specifics: Three Limited Edition optical and three sun styles
Selling Points: “The Vault” is a limited edition production run of three ophthalmic and three sunglass models, each a modernized twist on the round shape with heritage details including filigreed stainless steel metals and rich imitation horn acetates. All polarized sunglasses and the new ‘Pip’ (the inner block of space within the iconic Champion ‘C’ logo typically colored red) stud (select models) make The Vault a bold collection. The new Limited Edition collection is supported by a complete range of visual merchandising options including  a six piece countertop display, counter cards, wall decals and logo blocks. “This exciting brand trajectory combined with the historic occasion are fitting alchemy for release of our ‘celebratory capsule’ collection” said Connie Reiss, L’Amy America worldwide business unit manager. Designs are inspired by eyewear typically worn in the 1930’s when round shapes prevailed. Also, during this decade Champion began outfitting collegiate sport teams. Today, Champion remains the No. 1  sport brand in collegiate retail nationwide. “The 30’s were a natural jumping off point in terms of design—from delicate wires, and exquisite horns, to coined rims and the pureness of the perfect round—this decade provided an abundance of inspiration” Reiss added.