By Deirdre Carroll
Associate Editor

WILTON, Conn.--L’Amy America introduces Theory Eyewear, a collection of women’s ophthalmic and sunglass frames, in keeping with in the Theory’s modern aesthetic.

Stephen Rappoport L’Amy America

“The Theory eyewear collection will do for the optical market what it has done so successfully for the apparel market; it will reach the fashion-savvy, luxury consumer who seeks the sophisticated, understated style of contemporary design,” said Stephen Rappoport, president of L’Amy America. “Theory perfectly complements our portfolio of brands. It further extends and enhances the range of high-quality, fashion-forward brands that we are committed to offering our customers.”

The TH1111 ophthalmic frame in horn (top) and the TH2113 sun style in black stripe (bottom) part of the new Theory Eyewear collection from L’Amy Amercia.

Started in 1997, Theory today constitutes a $600 million plus business. Popular in the U.S. and Japan, the company, owned by Link International, is continuing to expand into the worldwide market, opening stores in Europe and continuing to expand its wholesale presence across the world.

“Theory was founded on the principles of innovation, quality and integrity,” said Andrew Rosen, president and founder of Theory. “We believe that the eyewear embodies our signature aesthetic, while maintaining our core values of fit and quality. Just as with our clothes, the shapes are sexy and the fit is perfect.” The 24-piece Theory collection focuses on the brand’s core values of innovation, fit and material quality that is never overdesigned, revealing a look that is clean and minimal. The frames feature richly hued and translucent acetate, artisan-brushed metal surfaces and a subtly-rendered logo signature, which is exclusive to this collection.

The ophthalmic collection consists of 12 styles, three colors each. Six styles are a combination of acetate and metal, including one semi-rimless design. Opaque colors include black, brown, tortoise and white; translucent hues are blue, grey and purple. The other six, full rim acetate styles reflect the post-modern retro-chic trend. Colors for the full rim models include black, brown, tortoise and horn.

The sunwear collection also consists of 12 styles. The emphasis in this group is on its material integrity and its modern interpretation of retro styling. There are eight full rim models, both in round and square shapes, in highly polished black, brown, tortoise, horn and grey acetate or translucent black striped, blue, grey and purple. In metal, two styles of aviators and two styles of shields complete the collection.

POP includes a 6-piece display, countertop mirror, logo block and countercard. All of the Theory Eyewear collection comes with a hard case and cleaning cloth and is priced to the dispenser between $79.95 and $99.95 for optical and $80 and $96 for sun. ■