Eyewear and Trends: New Frame Products


What's New

Photographed by Nedjeljko Matura

Sàfilo: Giorgio Armani Eyewear

Elegant modern design with a classic feel
Sàfilo USA launches its Giorgio Armani ophthalmic collection geared to sophisticated, self-confident men and women who appreciate quality and attention-to-detail. Included are 22 stainless-steel designs and nine plastics (five are made of Optyl). The collection features a predominance of rectangular styles in traditional, soft, shallow silhouettes and a selection of modified ovals. Customized colors and earth tones are key components of the collection as is an innovative, ultra-slim spring-hinge mechanism.
PHILOSOPHY: “We’re extremely excited about this very important and much anticipated launch. Giorgio Armani’s fashions and accessories are known throughout the world for their design, quality, fit and craftsmanship. The Sàfilo-produced Giorgio Armani and Emporio Armani eyewear collections will be no different. They will be comprised of the most exquisite materials and designed and produced to the highest standards,” says Claudio Gottardi, Sàfilo USA president and CEO.
MARKETING: Marketing support will encompass trade and national consumer advertising, public relations, fixtures (three- and eight-place displays and logo plaque) and point-of-purchase visuals (countercards, posters, banners and Duratrans). A product catalog is planned for September. Each frame comes with a hard case and cleaning cloth.
PRICE POINT: $$$ to $$$$.
AVAILABILITY: Summer 2003. For additional information, contact Sàfilo USA, (800) 631-1188; web site:

Modo: Puma Eyewear

A combination of sport, fashion and lifestyle
Modo Eyewear introduces Puma Eyewear, a branded collection consisting of 20 ophthalmic styles and 18 sunglasses targeted to sporty, trendsetting urban adults. Frame materials include zyl, grilamid/ rubber, monel, aluminum, stainless steel and block titanium, some with rubberized temples and rubber temple tips. Sunlenses are equipped with AR and hydro-repellent coatings. Taking its inspiration from ski glasses of the late ’70s and early ’80s combined with modern technologies, the sunglass line contains five subcollections, geared to sports/lifestyle, performance sports, motor sports, fashion and retro looks. Frames and sunglasses are offered in variations on the rectangle and aviator.
PHILOSOPHY: “We have achieved great synergies in the development of our sun and optical collections with Puma by combining our sense of quality with Puma’s revolutionary, out-of-the-box designs. Puma Eyewear will service the growing category that combines sports, lifestyle and fashion. We intend to distribute Puma selectively to the best optical and department stores,” says Modo president Alessandro Lanaro.
MARKETING: Merchandising materials include a six-place display and logo plaque. Each style comes with a case.
AVAILABILITY: Summer 2003. For additional information, contact Modo Eyewear, (800) 223-7610; web site: