Whats New

Nov
2008

Revolution: Ed Hardy Ophthalmics

Face Art

Revolution Eyewear launches a 13-piece ophthalmic line to complement its hugely successful Ed Hardy Sunglasses introduced last year. All the frames feature the tattoo art of Ed Hardy, known as “the godfather of tattoo.” Frames are made of metal and zyl, and are offered in variations on rectangles and ovals; some are semi rimless. Intricate tattoo images have been translated into colorful and elaborate jeweled versions, incorporating Swarovski crystals. Colors range from amber, black, blonde, hazel, horn, pewter and tortoise to lavender, olive, pink and red. A three-piece reader collection is also available (not pictured here) and is offered in powers of +1.50, +2.00 and +2.50.

 
Photographed by Annie Gallagher/Black Box Studio 


PHILOSOPHY:

“With the Ed Hardy line, we emphasize the unique. We designed the collection to be saleable, totally individualistic, affordable… and stunning,” says Revolution’s Gary Martin. “And we feel it is different, memorable… and stunning.”

MARKETING:

Merchandising materials include a dramatic six-place counter display. Frames come with a decorated case embellished with Ed Hardy tattoos.

PRICE POINT:
$$$$ (ophthalmics); $$$ (readers). For additional information, contact Revolution Eyewear, (800) 986-0010; web site: www.revolutioneyewear.com

INSIGHT
Don Ed Hardy is an American tattoo artist who studied Irezumi, a Japanese tattoo art. Hardy’s designs were interpreted by Christian Audigier, a Los Angeles retailer associated with such brands as Diesel and Von Dutch, on a range of accessories and apparel worn by many celebrities, including Madonna and Ludacris. Vintage tattoo wear is sold in Ed Hardy shops around the world.

 

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