SIGMA(left), BETA(right)

LINES AND LAUNCHES
What�s New for Buyers
By Marcy Bruch
Photography by Peter Baker

A New Category is Born

S�filo and Sola unveil Enigma

For the first time, a lens company (Sola Optical USA) and a frame manufacturer (S�filo USA) have collaborated to launch a revolutionary frame with curved lenses�Enigma. The lenses, which mimic the natural curvature of the eye, reportedly increase accurate peripheral vision by as much as 40 percent. Sola had to develop new machinery to create the convex lenses, as did S�filo to create the curved frames. Enigma is an all-in-one eyewear package that includes polycarbonate lenses with AR coatings that are housed in frames specifically designed to fit these innovative lenses. The collection is comprised of five metal styles and three rimless frames that come in colors such as silver, gold, brown, bordeaux, and gunmetal. �I believe this revolutionary eyewear marks the beginning of an entirely new category within our industry,� maintains Claudio Gottardi, president and CEO of S�filo USA. Each style comes with a hard case and cleaning cloth. Frames wholesale from $200 to $225 and include both the frame and lenses. Dispensers will receive an informational CD, brochure, product catalog, and shopping bags as part of the sell-in. Point-of-purchase materials include a window-in-a-box merchandising kit, 10-place presentation case, one-place display, one-place mirror display, countercards, and poster. For more information, call S�filo USA at 800-631-1188 or Sola Optical USA at 800-358-8258.

EO-5011(top), EO-3009

Eyewear with Edge

Mitani introduces Eyebro Optix

For those who want fashion-forward eyewear at a great value, EyeBro Optix has arrived to give both the young and old eyewear with edge. Produced by Mitani USA, the collection features a broad range of fun-colored plastics and tech-forward beta titanium metals. There are 16 styles in the collection available in a wide range of hues. The metals come in eight colors and the acetate plastics are available in six shades that feature interesting laminated combos such as blue-brown-beige, blue-violet, and brown-blue.

The semi-rimless metals have �flying� temples that sweep off the lenses and come in colors such as coral, orchid, walnut, sunset red, and platinum. All frames are made in Japan and wholesale from $39.95 to $59.95. Eyebro Optix� signature logo, the penguin, is emblazoned on countercards, counter top displays, and even Japanese origami that make a great optional gift with purchase. For more information call 800-470-0041.

	SP50 (top), SM10

The Platform Shoe King

Colors in Optics launches Steve Madden eyewear

Steve Madden, the man who spearheaded the return of the �70s-inspired platform shoe in the �90s, has added an ophthalmic collection to his sunwear line that was introduced in 1998. Licensed through Colors in Optics, the collection is targeted to Madden�s loyal Gen Y and X customers who are always on the lookout for trendy accessories. Small-scaled butterfly, cateye, and rectangular shapes characterize the 19-piece collection, which includes 10 metals and nine plastic styles. The metals�many of which are stainless steel�feature adjustable nosepads. Plastics come in color combinations such as black and blue, tortoise and crystal, and glitter-speckled red. All frames have spring hinges and wholesale from $36.95 to $52.95. Point-of-purchase materials include a six-place display kit, six-place stainless-steel display, countercards, and a counter top mirror. For more information, call 800-221-6245.