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October 25, 2011
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In This Edition


Mykita: Mylon


Viva: William Rast
Ogi: Seraphin
Base Curve: John Varvatos




Mykita Introduces Mylon Collection

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Quick Take:
After years of research Mykita has developed a material that offers unlimited design options, is lightweight and offers individual adaptability, Mylon.
Wearer: The first Mykita Mylon collection marks the foundation of a new product segment in the eyewear sector: luxury sports fashion. These frames were designed both for skiing down mountain slopes and also as classic sunglasses for everyday use.
Specifics: Four sun styles. The Nova is the most striking model in the collection; it features a front shield, defined browline and expansive glass front giving it a mix of vintage ski goggles and 3D-viewers. The Arden and Icco are the two feminine counterparts to the Nova. Both are modified aviator models with rounded side contours and a vertical or trapezoidal bridge. The fronts of both smoothly merge into the temples, which features Mykita’s screwless integrated hinges. The Crision is a sporty basic aviator with a substantial top line, a slimmer fit and a round shape at the sides.
Selling Points: Mykita’s Mylon collection marks the first time the polyamide-based material has been used for the production of spectacles. In addition, the material’s thermal adaptability means the frames are fully adjustable. Selective Laser Sintering, an additive manufacturing technique, is used to create the three-dimensional shapes and enables Mylon spectacles to be molded into any shape desired with a resulting surface reminiscent of wood grain. Polygonal lenses, a sporty design and glasses as a protective element are the pivotal features of every Mykita Mylon frame. All Mylon glasses are fitted with lenses from ZEISS. Additionally, catering to the specific requirements of golfers, Mykita and ZEISS also offer glass specially optimized for the fairway, which ahs been color-adjusted to increase the contrast on the green; it is available on all but the Nova style. Polarization is also available on all styles.
Price Guide: $$$$$

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Viva International Adds New Styles to William Rast

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Quick Take:
Viva International presents new William Rast Eyewear just in time for the Fall/Winter season.
Specifics: Three new ophthalmic styles for women.
Selling Points: The collection features a variety of soft neutral and translucent colorations, which reflect the brand's current color palette, including shades of grey, olive, tortoise and brown. The styling is a modern interpretation of classic silhouettes with subtle design elements.
The WR 1012 features a softened cat-eye handcrafted in acetate. The WR 1039’s clean design is handcrafted in acetate and features a modified rectangle front and sleek temples. The WR 1040, also handcrafted in acetate, features a deeper rectangular front shape and a tapered temple design. 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. Merchandising materials consist of an 8- to 16-piece rotating display, 8-piece tray, logo block, countercards and mirror.
Price Guide: $$$

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Ogi Expands Seraphin’s Men’s Options

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Quick Take:
To create a look that combines simplicity with a splash of intrigue, Ogi has launched new models into their Seraphin Neoclassic Collection that define a distinct class of timeless eyewear.
Specifics: Six new styles for men.
Selling Points: Seraphin appeals to the romantic hero who yearns for sophisticated luxury, precision handcrafting and comfortable price points. The new styles include the Sumter, a soft, chic style featuring finely tapered temples with embossed details; the Minnetonka is an essential everyday style in a thick, contemporary shape; lastly the Adams quietly demands attention using the finest handmade acetates from around the world in conjunction with a lightly textured titanium temple. All Seraphin eyewear styles come with a leather hard case and mico-fiber cleaning cloth. Point-of-purchase materials include a Seraphin logo plaque, counter cards and large window banners.
Price Guide: $$

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Base Curve Debuts John Varvatos Fall 2011 Line

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Quick Take:
Base Curve’s John Varvatos Eyewear is known for its distinctive masculine style, and that impossible-to-imitate mix of rock’n’roll soul and casual luxury. New additions in both optical and sunwear are now available for Fall.
Specifics: Four new optical styles and four sun style for men, also new a limited edition sun style.
Selling Points: The V141 and V344 optical styles both reveal John Varvatos’ love of rock with a meticulously detailed guitar head detail at the hinge. The same detail will be incorporated in zipper-pulls and other signature elements of the designer’s fashion line. The V141 style is a combination titanium and handmade acetate frame with an epoxy accent on the top rim, while the V344 is entirely crafted from acetate for a bold profile. Other new Fall release include the V140, a rectangular shape with touches of engraving throughout, and the V139, feather-light stainless steel with the finest filigree touches upon the temples and bridge. For sun, the V774 is a retro sunglass shape that carries the same guitar head hardware as the optical. Rounding out the collection are the V771, a modernized aviator with a Windsor rim and a monoblock hinge accented by fine laser engraved acetate on the temples. The V772 is similar but features more curvilinear classic lines. The V773 has wire wrapped temples and a bold tonal gradient front. Also new for the season is the V907, an exclusive limited edition sunglass handcrafted from the lightweight metal with coining details plated in gold; only 150 frames will be available.
Price Guide: $$$-$$$$

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LBI Introduces the Geek109

LBI has added the Geek109 to its Geek Eyewear collection. The 109 is perfect for those who prefer a less extreme example of the popular “Geek Look.” The Geek 109 is a modified round plastic frame with delicately placed pair of rivets on each side and spring hinge temples. Great for rounded facial shapes, the 109 is suitable for either men or women.

Rye & Lye Adds Four New Styles

Rye&Lye has launched four new models into the Ku Tua and Icio capsule collections. The three new pieces in the Ku Tua project are inspired by Africa and the life of photographer Alessandra Soresina; the colors are inspired by the African savannah and details include mother-of-pearl decor. Inspired by Maurizio Dall’Omo, better known as Icio, last new addition borrows from the world of free climbing. Crags, or the cracks found on rocky walls, is the name of the new style.

Mosaic Bows New Danish Eyewear, Denmark Styles

Danish Eyewear, Denmark, distributed by Mosaic Eyewear, has unveiled their new all acetate Vintage Collection frames. The Vintage Collection is a special addition to the Unity Collection, launched earlier this year. The Vintage models feature a panto-shaped, vintage-inspired frame in wide variety of colors.

Cast Your Vote in the Third Annual Readers’ EyeVote Product Contest

NEW YORK—What’s your favorite new product to hit the market this year? You’ll have a chance to make your voice heard as Vision Monday and 20/20 Magazine once again host the third annual EyeVote® contest to identify the optical industry’s favorite new product entries.

These two Jobson Medical Information pubs are teaming up to tap into readers’ minds by asking optical retailers’ and ECPs to identify their favorite products in eight distinct categories: optical frames, spectacle lenses, sunglasses, contact lenses, optical equipment and supplies, diagnostic equipment and two new categories for this year—practice management software and online ordering website. Selected companies will be chosen based on both brand and company choices supplied by readers.

It only takes a few minutes to cast your vote, so pick your favorite and you’ll be entered to win. Prizes include a Kindle Fire®, a $250 Morton’s Steakhouse® gift card and, the Grand Prize: A trip to New York City for Vision Expo East 2012 (value of up to $500) or a $500 American Express® Gift Card. Voting for EyeVote will take place between Sept. 30 and Oct. 31.

EyeVote is about you, our readers, and your choices on the top products in the optical industry today. Vote here and look soon for the pop-up ads with survey links on and

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