Today, Jeep is a worldwide brand that, according to Daimler Chrysler, is the "most recognized brand worldwide." And the company has been expanding its horizons to capitalize on its brand strength, recently introducing accessories like backpacks, messenger bags, and travel bags as well as mountain bikes named after different Jeep models.

Most recently, the company has teamed with L'Amy to produce a line of eyewear. According to L'Amy, the new Jeep sunglasses and optical frames feature "a rugged, durable functionality without compromising style and great looks. With colors inspired by nature and flattering stylish frames, these lightweight glasses are the perfect equipment for any adventure." The collection, available in styles for both men and women, will be unveiled for the first time at Vision Expo West in Las Vegas.

"We are very excited to acquire the Jeep license," says Marc Lamy, president of L'Amy. "Jeep is one of the world's great premium brands and we look forward to bringing Jeep Eyewear to consumers."

"The Jeep name is equated with rugged and dependable products and we're excited to mix these elements with great style to create this new line of eyewear," says Debra Joester, president of Hamilton Projects, Daimler Chrysler's exclusive agency for Jeep brand licensing, which works closely with licensees in developing the award-winning Jeep consumer products business. "Jeep eyewear continues in the brand's tradition of extraordinary design, function, and technology."

FEATURES AND BENEFITS

The sunglass line comprises 15 styles, many of which feature spring-hinge arms for added resiliency, as well as anti-fog side protectors to shield out the wind and sun. Jeep sunglasses are also outfitted with lenses manufactured by SOLA. Offering the wearer 100 percent UV protection, all the sunglasses have Tough Eyes� scratch-resistant polycarbonate lenses.

Within the collection, there are three lines to meet the needs of active consumers. These include: Action, designed for sports and rugged excursions; Adventure, styles that capture the adventurous spirit of Jeep; and Excellence, urban-influenced designs.

Two styles feature polarized lenses. And all 15 styles in the Jeep sunglasses line come equipped with a soft microfiber case. The line has a suggested retail price of $49.95 to $110 and will be available to consumers in fall 1999.

The Jeep ophthalmic frame collection incorporates many of the same rugged benefits as the sunglass collection. The 16 frames feature clean lines, small shapes, and natural colors. Half of the collection is 100 percent titanium (the Aspen and Adirondack lines) and the other half is fabricated from stainless steel (Drummond and Micro lines). Wholesale prices range from $39.95 to $69.95. FB