By Deirdre Carroll: Senior Editor

 







 
SAN FRANCISCO—Alexander Daas is the design-child of over a decade of eyewear styling experience by optician Alex Feldman.

“Having personally styled thousands of different face shapes, I was able to design a comfortable and fashion forward line that will become the optician’s best friend and the wearer’s favorite accessory,” said Alex Feldman, designer and CEO of SF Optics, a San Francisco-based optical boutique.

The launch collection includes 10 styles, five optical and five sun, which reflect a combination of effortless chic and glamour. The frames are made from the highest quality materials, including Japanese zyl, Mazzucchelli acetates, Italian hinges and OBE German screws. An emphasis is placed on shapes and sizes designed for hard-to-fit small PDs, while all frames feature the brand signature decorative hinge motif. Oversized sunglasses feature stop-hinges to keep temple tips from tapping the lenses.

The focus of the P.O.P. and advertising is a more relaxed, laid back lifestyle that speaks to comfort, functionality and fashion. Each frame is accompanied by a case that folds down flat.

Dispenser Price Guide: $$$$ ■

dcarroll@jobson.com