Whats Next

Dec
2006

Lancer: República Eyewear

A multi-cultural way of life


Lancer International, a division of the Kenmark Group, launches República Eyewear, a street brand of ophthalmic frames and sunglasses that captures the pulse of Latino style from republics around the world. Targeted to young, trendy, multi-ethnic males between the ages of 16 and 35, the new collection is inspired by the pop culture market and combines bold designs with modern shapes in metal and zyl. Colors include shades of brown, gold, gunmetal, olive and tortoise. Several of the sunglasses feature eight-base lenses. Gradient tints and polarized treatments are available.


Photographed by Ken Lee/Black Box Studio


PHILOSOPHY:"República Eyewear translates the latest trends from the street into a stylish eyewear collection," says Jason Wehlage of Kenmark’s product design. "This collection fills a void in the industry for a modern, fashionable eyewear line geared to the multiethnic male trendsetter."
MARKETING: República Eyewear will be supported by marketing materials available in English and Spanish, and featuring actor Manny Perez. A public service announcement delivered by Manny Perez on the importance of yearly eye exams will be distributed to the Hispanic community. Each frame comes with a brown leather case. Sunglasses have a soft, zippered case.
PRICE POINT: $$. For additional information, contact Lancer International, (800) 627-2898; web site: www.kenmarkoptical.com

INSIGHT — República Trading Co. was founded in New York by Rafael Jimenez to help fill a void in the marketplace for better quality goods targeted to a multi-ethnic consumer. Products include jackets, pants, shirts, T-shirts and other street wear.

 

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