|Embracing all sports|
L’Amy Group presents its Columbia Eyewear line of ophthalmic and sun/sport styles. The ophthalmic collection is designed to accommodate active, outdoor and urban lifestyles and is divided into two segments: Active, featuring trendy, sporty eye shapes; and Authentic, consisting of classic, yet contemporary designs. The frames are made of monel (one has aluminum temples), stainless steel and plastic. The sunwear collection is separated into two segments: Core, for amateur athletes who want functional, protective eyewear; and XST (eXtreme Sun Technology), stylish, aggressive designs, including a ski goggle, for strenuous conditions. The sunglass frames are metal or plastic and are equipped with Carbonium lenses (polycarbonate with carbon components added) except for those with polarized lenses and the Glacier, offered with lenses designed for high altitudes. One style comes with two pairs of lenses. Most of the sunglasses have mirror treatments. Both the frames and sunglasses feature a Diagonal Secure Fit System, an earpiece adapted to the shape of the human head.
PHILOSOPHY: “Columbia Sportswear is an established leader in the outdoor lifestyle,” says L’Amy president Stephen Rappoport. “With the new eyewear line, we are hitting every demographic in the U.S. from snowboarders to casual lifestyle. And we are focusing on technology at a good price point, which is the essence of the brand.”
MARKETING: Merchandising materials are available. Each style comes with a case.
PRICE POINT: $ to $$$$.
AVAILABILITY: Now. For additional information, contact L’Amy Group, (800) USA-LAMY; web site: www.lamygroup.com.