In this issue:

Upfront
Swing into Fall with Prada
Prada launched its new Swing Sunglasses Collection with an intimate jazz concert at legendary New York club Joe’s Pub.

Upfront
Hall of Frames
Wild Child » Lovable bad boy Mickey Rourke (1) wearing... 

Upfront
Lens Marketing
Precision San Diego Launches Web Presence

Upfront
Street Seen
Strip Search: Temples to excess...

Upfront
Licenses, Liasons & New Collections
Two major eyewear magazines to share future...

Features
Nestle Up In Sunwear

Features
Rx FOR THE FALL

Features
The New Sun Standard

Features
WHAT A CROC (IN A GOOD WAY...)
“Joe’s Shrimp Shack,” announces the voice on the other end of the phone. I pause and start to laugh as a whole monologue...

Features
Culture, Community and Eyewear

Whats New
ALTAIR EYEWEAR: BEBE
Under a worldwide agreement between Altair and bebe stores, inc., a leading specialty store retailer...

Whats New
GOTTI SWITZERLAND: GOTTI EYEGLASSES
Gotti Switzerland Eyewear consists of ophthalmic frames and sunglasses made of the finest materials...

Whats New
MARCHON: LACOSTE EYEWEAR
Marchon Eyewear launches the Lacoste Eyewear Collection.

Whats New
MARCHON: NIKE VINTAGE VISION COLLECTION
Marchon Eyewear launches its Nike Vintage Vision Collection, the first collection available through Nike Sportswear (NSW)...

Whats New
OGI: EVOLUTION COLLECTION
Drawing on characteristics from its own heritage, the Evolution Collection builds upon the strong Ogi lineage...

Editors Note
Perfect Frame(s) of Mind
Excuses. Excuses. Excuses. Hard to believe there was a time when people made excuses about wearing eyewear.

Fashion Feature
The New Sun Standard

Behind the Seens
October 2010 Cover Photoshoot
Just Act Norma

L&T
More Than Meets The Eye
“The eyes are the window to the soul,” according to a proverb.

L&T
Lenses by the Numbers
L&T’s 2010 Premium Lens Study of Eyecare Practitioners is a qualitative survey that provides fresh feedback from eyecare practitioners...