lines and launches

Amy Spiezio ∙ Photography by Peter Baker

Coming out of the Dark

C220 LAUNCHES WITH 0 DARK THIRTY COLLECTION

C220, LLC, a new company founded by optical industry veteran designer Marc Rothstein, has launched its first collection, O Dark Thirty eyewear.

The expression O Dark Thirty is variously described as those hours between midnight and 5 a.m. It is 1960s jargon for the early hours of the morning and precisely 30 minutes before sunrise, notes the design team.

The collection, a retro-inspired brand with a modern, edgy look, is targeted towards discerning and progressive individuals between the ages of 25 and 55 years old who admire both bold details without being overstated and the look and quality of handcrafted product. This new eyewear designer collection consists of 18 ophthalmic styles and six sunglass styles that are available with polarized lenses upon request. An additional 10 to 12 ophthalmic and six to eight sunwear styles will expand the collection before the close of 2010.

The frames are manufactured to the highest industry standards using superior quality metals and acetate. Ophthalmic styles are offered in wearable variations of rectangular and oval shapes, while larger aviator and rectangular wraps dominate the sunglass collection.

All styles have a host of accents and treatments ranging from jeweled metal embellishments to gothic inspired details, tattoo-like branding, and metallic temple tips. Colorations include muted tones of brown, tan, white, and black for acetates, with brown, copper, and silver for the metals. Merchandising materials include a four-piece, leather-and-metal tower display, countercards with both optical and sunglass images, a logo easel for countercard or to showcase the leather-bound catalog and a logo mirrored frame tablet. A consumer kit consists of a gift bag, black pouch, and micro-fiber cleaning cloth with each frame.

“Having invested 20 years in optical manufacturing and design, I thought it was time to do something unique that satisfies current fashion trends with stellar design and real quality manufacturing,” says Rothstein, CEO of C220, LLC. “Original handcrafted product is still an art form.”

INFO: 877-399-0056, www.odark30.com

Down to the Essentials

PRODESIGN UNVEILS ESSENTIAL COLLECTION

The new Essential collection from Prodesign consists of hand-colored metal shades and cut angles that make all the aesthetic difference in this series from the frame company's other collections.

Inspired by knife blades, the frames come in both dynamic male and soft female patterns. The collection is offered in six shapes with two to six color options per shape, depending on the model. The grouping is suited to dults, with three shapes specifically designed to be suitable for progressive lenses.

The pieces catch the light in different ways depending on the motion and placement of the frames. The metal facet colors pop and catch the light, or turn it again and the frame is subtle with the inside colors tucked away.

INFO: 800-654-6099, prodesigndenmark.com

New Traditions

Safilo Presents Giorgio Armani Ophthalmic Eyewear Collection

Safilo has brought back Giorgio Armani ophthalmic eyewear with a new collection that is steeped in the roots of Armani style and a return to the sober, powerful look that has made this brand famous in the world of eyewear. The collection features 13 men's models—some with potential unisex appeal—and one women's style. Inspired by traditions carefully preserved over the years in the eyewear archives, this new Giorgio Armani collection is aims for the designer's own design philosophy. As Armani put it: "Preferring pure designs does not mean eliminating all form of decoration, but rather avoiding artificial, uneasy, or impossible forms."

The eyewear blends the traditional and the modern with a utilization of precision shaping inspired by the best design of the last century and today. The important, yet understated, details have a retro essence that ensures the styles are eternally elegant; simple, sober design transforms these glasses into items bursting with history and symbolism, making them true companions for life.

Looks from the collection include references to the 1940s, 1950s, 1960s, and 1990s that range from small details such as rivet pints to thick plastics and hand finishes. The materials harken to the past, but are very contemporary, with the plastic lighter than its historic inspirations, and the metal and steel styles highlighting the more rounded form with a particular focus on the slim sides that are decorated with a plastic tubular trim and piston hinges.

INFO: armani.com, safilo.com

HAND FINISHING

Strong design and decisive shapes reflect a 1950s/1960s unisex trend. The hand polishing provides body and thickness and accentuates the current taste for acetate in the plastic portion of the collection, giving this material an almost velvety feel. The rectangular rivets mark the front and sides, which are personalized on the inside by the Giorgio Armani logo.