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9 Upstart Eyewear Brands Making a Name for Themselves

These newer eyewear companies — all born in 2012 or later — express unique vision and articulate their reverence for innovation through their designs. 

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Ruth

Classic but modern. Hard but soft. Feminine but wild. The RUTH sunglass from Caroline Abram in violet is a radical juxtaposition of form and fashion. A timeless cat eye shape with a contemporary nylon front featuring leather texturing paired with sleek titanium temples. Old and new, sensual and simple, a frame for women who aren’t afraid to be their perfectly imperfect selves.

carolineabram.com

$476.00


Kuboraum

Hand-hammered finishing and a six-rung bridge element give model H54 a bona-fide rustic-meets-futuristic sensibility. The masks, as the company calls them, are conceptualized in Germany and handmade in Italy.

kuboraum.com

$564

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Krewe

The architecture of the Big Easy’s French Quarter iron balconies offers inspiration for the BUFF PALLADIUM with a rounded shape.

(504) 684-2939, krewe.com

$275


Article One

Part of the Mixed Materials Capsule, the VISTA offers a combination of sheet metal and acetate. The Pinoptik family, which runs the northern Italy factory where it’s made, also produces a line of prosecco … file under “Best Multitasking Ever.”

(844) 376-4669, articleoneeyewear.com

$285

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Privé Revaux

Hit the books with the SCHOLAR, made with corrosion-resistant nickel silver and TR90, and featuring three-barrel hinges.

priverevaux.com

$29.95


Smoke X Mirrors

The glamour of the ‘50s comes to life on the BUONA SERA, an all-acetate frame. It’s romance all around for a style inspired by Italian music and made in France.

(203) 733-4173, smokexmirrors.com

$245

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Kirk & Kirk

Color and light share the driver’s seat on the double decker that is the Spectrum collection. The ANNA, an acrylic frame, features two of the eight new colors created for the line.

(44) 1273 963129, kirkandkirk.com

$449


Fetch

Introducing everyone’s new best friend: The Fetch Find Collection, including the RILEY, which features embedded locator technology to solve the lost eyewear problem once and for all. All profits from the collection go toward animal welfare and rescue.

(877) 274-0410, fetcheyewear.com

$150


Perverse

No matter how you shuffle the deck, the ACE is in the cards. A cool product of L.A.’s autumn 2016 heatwave, Perverse delivers style, substance, and sexiness. All polycarbonate and full-framed acetate styles are Rxable.

(213) 741-0655, perversesunglasses.com

$50


Freakshow

Created in France in 2013, this upstart made its way to the U.S. in late 2017. Inspired by all things cinematic, the frames — including the MAGNUM — are made with a nylon composite material. The transparency and shades of the colors define the collection.

(888) 961-4675, madvision.com

$205

Rachel Bozek is a contributing writer for INVISION.

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SPONSORED BY SAFILO

Safilo’s “American Eyes” Video Celebrates Elasta and Emozioni starring ECPs Peter Tacia and Heidi Dancer

For the third year in a row, Safilo has looked to trusted eyecare professionals to star in its American Eyes campaign for its Elasta and Emozioni collections.Their latest testimonials are from Peter Tacia, O.D. and Heidi Dancer, optician, of Alma, MI, talking about two best-selling collections: Elasta and Emozioni.

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New Products

Futuristic Tech and Styles That Pull Heavily from the Past

Go back to the future with May’s latest releases.

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Jackpot

From the foiled four-leaf clover on the tip to the logo on the temple, the LUCKY BRAND D219 embodies a comfortable, vintage-inspired look. This frame is made with acetate and offers a two-tone effect on its front.

derigo.us

$175 (above)

Spin City

The Velocity 2D from COBURN TECHNOLOGIES kicks things up a notch from its first iteration, as it’s now designed with dual-coating technology, and can be paired with Coburn’s Duality lens detaper and cleaner.

coburntechnologies.com

Price upon request

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Double Time

The openwork temples and oversized rounded eyeshape combine with a touch of color to give the Givenchy Double Wire style (model 0107) a contemporary-meets-classic sensibility.

mysafilo.com

$380

Small Footprint, Big Impact

The Curve is an intuitive colorimeter used in treating neurological and light sensitive conditions recently launched in the U.S. by Cerium Visual Technologies.

ceriumvistech.com

$5,995

Way Uptown

One of two limited-edition styles from Eyevan x Dennis Morris, the Uptown is an oversized design from the collaboration between the brand and photographer Dennis Morris. Featuring elements of film negatives, it’s inspired by the suns Morris wore as a young man.

eyevaneyewear.com

$435

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Spacing Out

The new capsule collection from Gigi Barcelona includes the Deep Space, a titanium frame featuring two shades in the lenses. The high-range CR39 lenses offer maximum UV protection.

gigibarcelona.com

$299

Protection Connection

Demonstrating the level of protection a patient’s eyes — and eyelids — have from UV exposure, the C-UV400, a tablet-based device from ZEISS, employs a specially designed indoor UV light technology. This device also closes the gap from the industry standard of UV380 for clear lenses.

zeiss.com

Price upon request

Grade-A Gradient

The KLIIK K-648 is a subtle cat eye in handmade acetate that features double-cut grooves on the end pieces. This style brings seafoam, indigo, grey and sand together for a calming gradient that will have you thinking beach thoughts.

westgroupe.com

$215

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Totally Kidding: Grown-Up-Inspired or Let-Kids-Be-Kids, Eyewear Designs That Allow Children to Celebrate Their Personal Style

All jokes aside, these 9 styles offer little kids big style.

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Cannon Ball! (ABOVE)

Some things just never get old. ZOOBUG LONDON is jumping into SS19 with their newest collection of kid’s sun styles designed for 0-9 year olds. The award-winning brand’s sunnies are fit with adult-quality polarized lenses and mix a strong color palette, innovative design and adventurous shapes that kids of all ages will love. MSRP: $99-$159. zoobug.com

Milo & Me

Created for the three-to-five-year-old set, the H85090 has fully adjustable, flexible temples and comes in a range of colors. The durable, lightweight frames include a sport strap and ear hooks.

(800) 955-6544, hilcovision.com

$60

Ray-Ban Jr

The unisex Signet Junior from Ray-Ban makes a cool, grown-up look super accessible to kids. This lightweight, full metal sun style features a double bridge and offers 100% UV protection.

(800) 422-2020, my.luxottica.com

$125

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Dilli Dalli

Branching out from just desserts, the Brownie is a unisex, rectangular frame ideal for 6 to 12 year olds. Flexible and durable, this style is at the top of the Dilli Dalli age range, which starts with newborn eyewear.

(800) 645-3733, cvoptical.com

$90

Swing Eyewear

The TR 113 offers 100% antibacterial and anti-allergenic qualities, and is unbreakable and coated with organic dye. This Rx-able style is made with TR-90 material.

(877) 835-2393, swingeyewearus.com

$129.99

Real Kids Shades

With an ‘80s sensibility, Switch sunglasses for toddlers change color in the sunshine while providing protection from UVA/UVB rays.

(800) 283-1106, realkidshades.com

$14.95

BBIG

Featuring OBE hinges and inspired by popular adult styles, the 704 is a round, stainless steel frame with quick-fix temples.

bbig-design.com

$190

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NERF

The Danny strikes just the right balance between fun and durable. This frame, geared to tweens and teens, has a flat metal front and plastic temples.

(800) 414-7656, imagewear.com

$150

Tomato Glasses

Coming in with a roar, the TKDC3, made of TR-90, features dinosaurs on the temples as well as grown-up- and kid-friendly adjustable temples and nose pads.

(201) 230-4995, tomatoglasses.com

$136

Nano Vista

Offering an exceptional level of comfort, Nano Vista now includes Nano Custom Fit, which offers an Adaptable Kit to allow for size variations within eye shapes, temples, bridges, and straps. Non-custom models include three new bridge types, and all models feature the 52 hinge and Siliflex construction. The model Replay is available as a Custom-Fit style.

(888) 399-7742, alternativeeyes.com

$165

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Better Vision

Ways to Protect Kids’ Eyes While Playing Sports

And smart ways to get their parents on board.

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IT’S ESTIMATED THAT 80 percent of eye damage occurs before 18 from exposure to solar UV radiation. As children play games, it’s necessary to protect their eyes from the sun and sport injuries. ECPs need to educate parents about the importance of protective eyewear for kids when participating in sports. For maximum protection and performance, Rx lenses ­— polycarbonate is preferred — can be inserted into a variety of sport-specific styles in a variety of youth sizes.

Wiley X

The Wiley X Youth Force line offers Rx-able eyewear for all types of sports.

(800) 776-7842, wileyx.com

Puma

Puma Junior Eyewear line.

(844) 790-9165, kering.com

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Oakley

The Rx Frogskins XS is especially engineered for young faces.

(800) 403-7449, oakley.com

Julbo

Little Heroes children’s line of Rx-able polarized lenses.

(800) 651-0833, julbousa.com

Nike Vision

The Nike Legend S, an 8-base sport wrap sunglass made with Max Optics.

(800) 645-1300, nikevision.com

Liberty Sport

The Sport Shift frame or goggle in the Patriot Collection has an RS 2.0 lens with FogBlok coating.

(800) 444-5010, libertysport.com

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Polaroid

Polaroid Kids sunglasses with polarized lenses for ages 4-12.

(800) 631-1188, safilo.com

Hilco

Rx-able swim goggle.

(800) 955-6544, hilcovision.com

Under Armour

The UA youth sunglasses with sport-specific Tuned technology designed specifically for baseball and golf.

(516) 576-9100, underarmour.com

Smart Ways To Sell Sports Eyewear to Kids

Audrey Nelson, VisionQuest Eyecare, Greenwood & Indianapolis, IN

We offer a range of sports sunglasses from Oakley’s youth line, sports goggles from Rec Specs and prescription swim goggles from Hilco. The most important thing our doctors discuss with patients is safety. For those kids needing active sunwear with or without prescription, the Oakley Prizm lenses are great. Only about 10 percent of kids who come into our practices wear a sport-specific goggle or eyewear so I think more education is needed for parents to understand that their children should have safety eyewear when playing sports. It also protects their children’s eyes from the sun.

Dr. Samuel Teske, The Eye Doctors New Tampa, Tampa, FL

We’re based in an area that is growing rapidly with a lot of young families moving in and getting their children involved in sports. I first make sure parents understand the importance of eye protection, especially in sports. The mother is generally the decision maker so I talk to her first to ensure she’s on board. I ask her “What sports are your kids playing?” “How active is the sport?” Depending on how aggressive the sport is, I determine if the child will need protective eyewear. Baseball, for example, is an active sport with a high rate of injury. I usually concentrate on those children who already have a prescription and choose ideal safety eyewear that can help prevent injury. I usually prescribe Rec Specs from Liberty Sport, which have an in-built shock absorber. I always pair them with a polycarbonate lens due to its shatter resistance and I like to prescribe Transitions lenses too.

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