Sunglass Brands Discuss Latest Lines

The July issue of Transworld Business features a summer showroom, displaying the latest trends from top sunglass, watch and swim wear brands. We also collected some commentary from each brand about their latest line. Read what they have to say right here. Check out the latest styles by clicking HERE to view our sunglass and watch photo galleries.



Scott Sorensen

"A guy once said “Stupid is as stupid does” and I never had clue what that meant. I do know this though; 2008 is a great year for Sunglasses. Sunglasses to hide your red eyes, sunglasses to hide your elevator eyes, sunglasses to hide your lying eyes – what ever eyes you want to hide we have the shades for you. Big ones, small ones, black ones, brown ones. Anarchy Sunglasses, because life is not a box of chocolates. (Photo: Scott Sørensen, Director of brands and stuff, Anarchy)


Scott Sorensen

"Sunglasses are the essential sexy face finalé. Face jewelry if you will. Each pair reflects your mood: good, bad or otherwise. This year Angel’s team of designers has built a line that even Karl Lagerfeld would be jealous of. Angel Sunglasses: facial punctuation for the soul. (Photo: Scott Sørensen, (trying really hard) Director of brands and stuff, Angel)


"Hiding lazy eyes since 2005.anon optics is inspired by our team. Trends, technology, and individual style offered in a wide range of styles representing timeless classics with modern design and detail applications. Manufactured in Italy and France anon optics stands behind our sunglass quality with a Lifetime Warranty." (Photo: Sean Fleuriau, national sales manager for anon)


"The 2008 Arnette line takes its cues from the classics, while continuing to focus on offering progressive designs with unparalleled quality and fit. The Six is an ultra lightweight squared-off retro style, featuring a 6-base wrap making it prescription friendly. The Juice is an updated take on the classic Aviator. Like our flagship shield, the Lustre, the Juice features a polished wire frame and injected nylon temples with a high-gloss inset metal logo. Arnette offers the highest quality optics with Polarized lenses available in most styles." (Photo: Joe Freitag, brand manager for Arnette)

Ashbury Eyewear

"Our premium sunglass line, as well as our goggles, are all 100% hand-crafted in Italy. Every piece is Italian. Our Daytripper has the more Dylanesque triangular studs as opposed to the rice shaped ones you’ll usually find on similar frames. We’re just trying to make sunglasses that we’d wear and that we can feel comfortable putting our name behind. I think little things like our triangular studs lend a bit of authenticity to our line, and that’s something that people with a keen eye can really appreciate." (Photo: Lance Michael Hakker, marketing/sales & co-founder)

Black Flys

"Black Flys – Rocked by Grandpa, Rolled by Grandson. Since 1991, Flys has been synonymous with high quality and a bad attitude. From affordable nylon to hi-end metal frames, Flys is made for a worldwide audience. UV protective lenses are standard from the sleekest lo-pro Cholo glass, to the trendiest Super-size-me frame. Old-school to Hot-new, you’re always cleared to Fly!" (Photo: Edgar P. McFly)

Body Glove

"Body Glove eyewear is the ideal brand for style, comfort and affordable quality. With a high number of unique and varying styles from $30-$40 Body Glove is known for its undeniable, laid-back beach style. For the water sport enthusiast, we provide a high-quality technology driven Vapor line equipped with Water Repellent Lens technology. We offer our revolutionary hydrophobic coating for the Vapor line along with the polarized, shatter resistant lenses and maximum glare protection included in every style. All styles are made with the essential balance of style and comfort for surf enthusiasts and beach lovers everywhere." (Photo: Scott Daley, VP of marketing)


“Brigada Eyewear is influenced by late 80's mobsters from NY and surrounding areas.
This brand is run by skaters. We follow no trends but we make fun eyewear we like to wear skating and partying." (Photo: Carmine Fatico – Mob Consultant)


"There are no prerequisites for being a Crush Girl. You are free to choose an accent that represents your own personal style. We believe in the artistic expressions of life; chilling out with the solace of loved ones; the individuality of every precious soul; a healthy, active lifestyle; and You. We believe in you. The Crush program provides displays and moderately priced sunglasses to fit the faces of fashionistas, watergirls, and artists of all flavors." (Photo: Brooklyn, the marketing girl)


"There's no better time than now at Dragon. This season it's all about making a statement – and having the right sunglasses that scream it. Dragon is coming in hot with some solid new releases and collections that tie in influences of the past with a taste of the future. Color has been essential to the line more than ever, as seen with our new Blue Neon series as well as other bold, pop color hits throughout. It's never been a better time for sunglasses than right now – anything goes, and at Dragon, we're making sure it goes right." (Photo: Hillary Balch, product line manager for eyewear)


"Bornean orang-utan, Pongo pygmaeus: Also known as the red ape, or the ‘old man of the forest’, orang-utans are the largest tree-living mammals. Life span: ?In the wild, orang-utan may live for 45 years or more. Statistics: ?Females have a body weight of up to 45kg, and males may weigh as much as 120kg. Physical description?: Bornean orang-utans have a long-haired, red/brown coat. The molar teeth have thickened enamel – like human teeth. Males have a large throat patch and large cheek pads. Orang-utans are the largest arboreal (tree-living) mammals." (Photos: Pongo pygmaeus)

Fly Girls

"Founded in the fires of the infamous Black Flys brand, Fly Girls is the softer side of Flys. Fun and sexy is the cornerstone of this division. With styles ranging from the conservative, to the down right Gone Wild! Hot colors, and high quality are a requirement before we unleash these sunglasses to the fairer sex. Handmades are our signature in this division. We make different types of sunglass frames: nylon, acetate, and metal. All frames include the following: hand fitted joints, precision milled hinges, silicone coating, self locking screws, and ground and polished glass lens (on glass models) In the future we plan to make more cool shit…" (Photo: Elle McFlyson, trend diva)


“Fox's commitment to produce only the finest products available is transcended into the Fox Eyewear collection. In order to ensure we offer only the finest quality Eyewear we teamed up with Oakley, the world's leader in optics technology, performance and design. Our frames are engineered to maintain a comfortable, secure fit, and our lenses feature HDO optics that are proven to offer a gold standard in optical clarity and protection. Lenses that block 100% all UVA, UVB, UVC, and harmful blur light exceed standards for High Mass & High Velocity impact resistance." (Photo: Rob Ramlose, Fox Eyewear Brand Manager)

Hot Buttered

"Hot Buttered Sunglasses are hand crafted from the finest materials. Our exclusive patented frames are made extremely lightweight and comfortable. Each frame is individually airbrush painted by people not machines. Fitted with scratch resistant Italian Lenses from Karl Zeiss (Italy) available in polarized and non polarized options. Frame style name and other special features are injected into the frames creating unique detail. Hot Buttered sunglasses combine bold design and maximum comfort perfect for active or fashion lifestyles." (Photo: Terry Fitzgerald, owner, and Silvio Luigi Cornaviera, marketing director)


"HOVEN is a family of designers, and marketers of premium products. We focus our energy in making the best products available, keeping our distribution tight, and telling the HOVEN story through our athletes in grass roots marketing. We have stepped up our game with the Handmade Collection. Giving you what you want – a high end piece with HOVEN styling. Each frame is a work of art, carefully shaped and molded by hand. We are giving you the cleanest, and purest colors only available by using acetate material, and CR39 lenses. Take a minute to notice the details." (Photo: Alan Ek, sales and marketing director)


"Partnered with Dita eyewear, an industry leader in fashion-forward optics, Hurley's new collection is designed in Southern California and constructed using the highest quality materials. Each pair of Hurley Eyewear is handcrafted using Italian zyls, classic rivit hinges, and cr39 lenses, while providing 100% UV protection. Hurley is dedicated to creating eyewear that defines fashion for your face. The collection features modernized versions of classic styles like aviators and wayfarers balanced by key trend pieces with vintage inspirations. The collection also features a limited edition collaboration with Joey Ramone.” (Photo: Joey)


"Formerly Iris Snow, IS Eyewear is a Vancouver based brand owned by Devun Walsh. Being based in a multicultural city such as Vancouver has set IS Eyewear apart as a casual lifestyle brand rather then being heavily influenced by beach culture like many of the competing brands in the action sports industry. We've kept the size and fit on the larger side to maintain a retro feel but nothing too over the top or overwhelmingly big. We've chosen to stay away from the over played wayfarer style. Instead we've gone with a more sophisticated European look from the same era." (Photo: Karl Fuhre, brand manager)


"Since 2000 JEN OPTICS has built a loyal following as an authentic, freethinking sunglass brand in the action sports industry. Keeping a fresh perspective on design we pride ourselves on individuality. Building a collection that is rugged yet elegant guided by principles of personality and timelessness. On the contrary to industry standard we have choose to option out of trade shows and pour our guts into store and consumer relationships. At the helm are veteran pro surfers Hans Hagen and Aamion Goodwin as owners and Luke Jensen (son of JEN founder Greg Jensen) working on design. JEN OPTICS have been selective hand picking key retailers that truly represent our beliefs and complement our vision." (Photo: Hans Hagen, VP of marketing and Luke Jensen, VP of merchandising

Kaenon Polarized

"Since its launch in 2001 with its patented SR-91 lens, Light Transmission Level Technology, and commitment to premium eyewear, Kaenon Polarized has provided elite athletes and active lifestyle enthusiasts with the clarity of polarized optics and high-performance frames with superior fit and luxurious style. Today, Kaenon Polarized is the Luxury Performance choice of professionals in both water and land sports such as surf, sailing, golf, baseball, fishing, and automotive racing, as well as entertainers in film and music." (Photo: Arty Hargrove, west regional sales manager)


"The Kreed brand is not built on an image bought and paid for. We are simply the "everyday" guys who see a need for a quality pair of sunglasses that are affordable. Our product is tested and proven by the "everyday" athlete, musician, designer, sales rep, shop kid, sushi chef, and the bro next to you. Our program comes complete with lots of style, color, and function to offer on our solid product displays. We can't all afford to fill our gas tanks, but at least we can afford a pair of Kreed's so we can walk to work lookin fly!" (Photo: “Neens” Camillo, the marketing guy)


"As eyewear brands go, Oakley has a very broad-reaching lineup that caters to a diverse mix of retailers and consumers. Our line is split into three distinct collections that remain authentic to our core values with an uncompromising focus on creating technology wrapped in art: Square O is an expression of Oakley lifestyle, inspired by athletes and the culture they live in. Ellipse connects to the athlete seeking uncompromising technology and performance to elevate their game to the next level. The Oakley Women's line celebrates the independence, individualism and passion for life that makes the Oakley woman unique.” (Photo: Andy McSorley, eyewear brand manager)


"R A E N's handmade collection combines classic style with modern design. R A E N uses CR39 Lens Technology with 100% UV protection. Polarized lenses are also available. R A E N will always strive to design timeless high quality optics. Our hand-crafted collection is designed for your unique and wonderful lifestyle." (Photo: Justin Heit, creative director)


"The Holiday 2008 Roxy eyewear collection emphasizes rainbow and pop colors. With crystal rainbow and black rainbow color stories paired with florescent neons hitting white backdrops, Roxy sunnies epitomize the combination of fun, feminine and cool. In terms of style, vintage round and cat-eyed shapes are appearing in the market. Classic drop temple styles such as the Roxy Manhattan shades are also coming back, as well as acetate, injected metal combinations like our Hollywood sunglasses." (Photo: Katie Singer)


"Sabre’s overall design direction has heavy influences from the 90’s glow stick rave scene, rollerblading and ( the always relevant) USA NASCAR tour. Some of Sabre’s key pieces will be worn by influential semi-professional Jet Ski racers and the very trendy Newport Beach parking cops. Biggest trends shaping Sabre: Trout fishing, Nascar driving and Death Metal. These three elements will be put into the proverbial design blender to make what the world will learn and know as Sabre’s 09 sunglass collection." (Photo: Tofu (a.k.a Renegade Sabre Street Lord)


"Smith Optics offers a complete line of sunglasses, which meld the paradigms of performance and style into each and every product. Using optically precise TLT Optics for crystal clear vision, the highest quality polarized films, durable and tested materials, and paying particular attention to the details, Smith sunglasses bring a fashionable look with solid quality to the water, mountain, and street. With innovative technologies like Interlock ( raising the bar on high performing style, Smith defies convention by thinking outside the box. All Smith products are backed by a no nonsense Lifetime Warranty. Performance. Style. Smith. Solid."


"Set your sights on adventure! Our glasses are designed to compliment a person's face, not conceal it. The shimmering foil temple logos are inset flush to impart the look of luxury while maintaining the frames authentic lines. The Soda philosophy is simple; our customer can be fashionable yet discreet, formal yet fabulous, bold and beautiful, all at an attractive retail price." (Photo: Todd Walker – Brand/Marketing Director)


“Spy Optic products continue to challenge the boundaries of style, function and quality onward into 2009. Decades are blurred and distilled, culminating into styles that not only work right now, but that stand boldly against the test of time. Exclusive Propionate, Acetate and Monel Alloy frames mesh with optically superior ARC® lenses and fine detailing to result in the nicest shades you'll ever care to wear. California-designed and Italian-made, Spy Optic sunglasses are approved and worn by premiere athletes and tastemakers the world over.” (Photo: Nick Wozniak, West Coast Sales Director)


"Hello, we're Sutro. We design durable luxury eyewear in San Francisco. We are a brand built around design innovation, quality and durability. Our strength is our commitment to craft and attention to details. We've introduced the patented Ratchet Hinge™, a combination of form and function that is unmatched in strength, durability and fit. It is virtually man-proof and is the only hinge in the industry with a lifetime warranty. We use glass lenses for only one reason. They're the best. Our Polarized HiE™ Super Thin Glass lenses are the most scratch resistant, fade resistant and optically pure lenses available. Would you buy a camera with a plastic lens?" (Photo: Doug Smith – Director of Sales)


“VonZipper continues to be the life of the party with a mind-blowing array of styles and shapes of eyewear to keep our retail friend's cash registers ringing. Our key frame designs include, Giggles, Elmore, Manx, Rockford, Clutch, Fulton & Prowler; made of either laminated acetate or injected nylon featuring CR39, Polycarbonate, or 6 layer Glass lenses available in Polarized (of course!). The overall brand direction has always been a reflection of our never ending lust for promoting our collective lifestyle with industry leading sunglasses and the belief that there is a pot of gold at the end of the rainbow.VonZipper continues to be the life of the party with a mind-blowing array of styles and shapes of eyewear to keep our retail friend's cash registers ringing. Our key frame designs include, Giggles, Elmore, Manx, Rockford, Clutch, Fulton & Prowler; made of either laminated acetate or injected nylon featuring CR39, Polycarbonate, or 6 layer Glass lenses available in Polarized (of course!). The overall brand direction has always been a reflection of our never ending lust for promoting our collective lifestyle with industry leading sunglasses and the belief that there is a pot of gold at the end of the rainbow.” (Photo: Greg "GT" Tomlinson Founder/Director of Marketing)