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June 26, 2012
VMail ProductWatch
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In This Edition

SECOND LOOKS

Safilo: Marc by Marc Jacobs
REM: Converse Kids
Kimiko: Kerf

P.O.P.

Morgenthal Frederics Campaign

ALSO NEW

Luxottica

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SECOND LOOKS

Safilo Debuts 'I Love Stripes' from Marc by Marc Jacobs


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Quick Take:
Marc by Marc Jacobs eyewear from the Safilo Group has presented its new “I Love Stripes” collection.
Specifics: The stripes are interpreted in two versions: a finer stripe available in two tone models (MMJ316/s, MMJ525, MMJ534) and a wide stripe featuring exclusive multi-layer acetate pastel tones (MMJ315/s, MMJ530, MMJ531, MMJ533).
Selling Points: Featuring both acetate and metal styles, the brand's signature stripes provide eye-catching detail to the temples. From rectangular silhouettes for the men’s offerings, to refined cat eye shapes for the women, the collection is chic and wearable. Drawing inspiration from downtown New York in the 1980’s the new wave shapes are more colorful than ever. Graphic and angular in their construction; plays on transparency, matte finishes and bold color combinations create modern styles for the Marc by Marc Jacobs enthusiast.
Price Guide: $$$
www.safilo.com


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REM 'Glows' Back to School with Converse Kids Eyewear


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Quick Take:
REM keeps kids looking great as they head back to school in colorfully bright frames from Converse Kids Eyewear.
Specifics: New glow-in-the-dark Flutter and Zoom optical frames, as well as three new regular optical frames for boys and two for girls.
Selling Points: The Flutter comes in fruit punch pink with star scattered temples and the Zoom in bold blue for boys with a tartan temple. These special frames soak up the light during the day to power-up for a night time glow. When the lights go dark these optical frames glow in the dark. Also new are the Zap with graphic slash patterns on a matte metal frame and the Zing, a more conservative frame for boys. The Yikes, also for boys, features a vintage-inspired acetate front and skull and cross bones patterns on the temples. For girls the Pop is a cat-eye shape and the Purr sports leopard spots on the temples. Every Converse Kids frame comes with REM’s exclusive Kid’s Promise Guarantee, a unique program that provides kids with 100 percent unconditional protection against loss or breakage on their Converse Kids frames for one year after purchase.
Price Guide: $$
www.remeyewear.com


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Kerf Eyeworks from Kimiko Debuts New Screwless Hinge


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Quick Take:
Kimiko introduces a Screwless Collection into their Kerf Eyeworks line.
Specifics: Kerf’s patent pending screwless collection currently includes five unisex metal screwless models, each released in four colors.
Selling Points: Kerf Eyeworks by Kimiko Eyewear is aimed at today’s sharp customer. Kerf combines European craft and design with an edgy, urban sensibility. According to Kimiko founder, Felix Bystritsky, “I see lots of urban dwellers from the age of 16 to 70 who are looking for a selection of ‘custom’ styles in a choice of colors, variety and material combinations. They also appreciate technical innovation and comfort, so I developed this Screwless collection to appeal to them.” The Kerf Screwless collection features a hinge system is uniform and screwless and allows the optician or customer to have any combination of frame fronts, temples, colors and/or materials. The glasses are extremely lightweight with all metal parts made of ionized plated hypoallergenic surgical steel with nose pads and temple tips made of rubber coated silicon to provide grip control. Future introductions will include models made of high density acetate, as well as temples made of different material such as surgical steel, acetate, carbon fiber, glass fiber, grylamid TR90 and nylon.
Price Guide: $$$
www.kerfeyeworks.com


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P.O.P.

Morgenthal Frederics Unveils New Advertising Campaign


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Quick Take:
For years, Morgenthal Frederics has been the choice of eyewear for individuals who truly covet high‐end design and superlative quality and this month the company has unveiled its newest ad campaign.
Specifics: The campaign, presented as both a short film and still images (eight total), stars actor Norman Reedus, best known for his role as Darrel Dixon in AMC’s hit television series The Walking Dead, and is shot by photographer Beau Grealy.
Selling Points: Morgenthal Frederics used NYC‐based creative agency Orphan to create the campaign. “We felt like it was the right moment to share the beauty of our collection and the story of our craftsmanship on a larger level,” said Morgenthal Frederics designer Jeff Press. The campaign depicts a New York love story, catching glimpses of Reedus in and around the city’s landmarks, while showcasing some of Morgenthal Frederics’ most unique frames like the Dave (black buffalo horn with gray gradient lenses) and the iconic Lifesaver (black acetate with open lifesaver temple tip). Added Press, “We wanted to capture and share the cinematic qualities of the Manhattan lifestyle which are synonymous with the timeless appeal of Morgenthal Frederics.” Shot in black and white, the images move seamlessly from past to present, highlighting the roots of the brand—class, elegance and sophistication. The images and short film will be released consecutively over the next few months via digital media, with the first on June 15, 2012 to coincide with the re‐launch of the brand’s website.
www.morgenthalfrederics.com


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ALSO NEW

Revolution Offers New Styles in True Religion

Revolution has kept True Religion’s commitment to a perfect, comfortable fit, while incorporating the company’s ability to deliver timeless eyewear styles. The new styles exhibit the same hippie, bohemian-chic-flare with a vintage-feel-vibe that their jeans exude. The collection has many shapes from modified ovals to aviators. Rich materials are seen throughout the collection including zyl, leather wrappings and stitched temples, as well as an array of colors such as cocoa, golden bronze, olive and brown horn to name a few. www.revolutioneyewear.com

Zyloware Releases New Styles in the Daisy Fuentes Line

Zyloware Eyewear has announced the June 2012 release of new styles from the Daisy Fuentes collection. The Daisy Fuentes Estelle is a semi-rimless metal frame in a modified oval shape with a sweeping bridge and metal endpieces that feature a pressed animal print which also appears on the patterned core wire of the metal temples. The petite shape is feminine and perfect for a wide variety of wearers with spring hinges and snap-in PVC nosepads. The Daisy Fuentes Sabria is a full rim zyl frame in a petite modified oval shape with zyl endpieces and temples. The temples feature a stylish metal plaque with a cut-out zebra pattern and rivets, as well as spring hinges. www.zyloware.com

McGee Reveals 'City Slicker' XOXO Eyewear

The XOXO City Slicker collection from the McGee Group is for the girl who sets the. The group features evolved, colorful animal prints with bold colors and modern sexy eyeshapes. The Mysterious is a full rim acetate with a modified rectangular eyeshape and a flirty temple finished with a modern animal-inspired print acetate. The Strut is a full-rim combination frame with a matte metal front and pearlized acetate temples in a thin, modified rectangular eyeshape. Lastly, the Charisma is a semi-rimless combination frame with spring hinges and adjustable nose pads in a modified oval eyeshape with a contemporary snake skin temple décor. www.mcgeegroup.com


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Deirdre Carroll, Senior Editor

Send us news about frame, sun, spectacle lens and contact lens line collections and additions. Or provide us with subjects for future stories or topics you'd like to see covered. Contact VMail ProductWatch’s Editor Deirdre Carroll at dcarroll@jobson.com.


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