ClearVision Optical and designer Marc Ecko launch the Marc Ecko Cut & Sew Eyewear Collection. Marrying pop culture with re-imagined cult classics, the initial collection consists of 18 ophthalmic styles and five sunglasses. Modern, contemporary looks with subtle and hidden details are key elements. Components for the hardware were drawn from industrial and utilitarian tools, including machinist tools, microphones and record turntables. Textures were inspired by vintage foot lockers, driving gloves and car vents. Paying homage to Marc Ecko’s grandfather, a tailor, the curve of each frame temple was inspired by a pair of tailor’s shears, and all the temples feature the signature laser shears logo.


PHILOSOPHY:
“Sharing my point of view for design and accessories in such a personal, subtle, yet expressive category as eyewear was a great creative challenge. The team at ClearVision worked directly with me and authentically captured a voice I believe reflects a look and feel my consumer is seeking,” says Marc Ecko. Peter Friedfeld, ClearVision’s vice president, adds, “Staying parallel to Marc Ecko Cut & Sew fashions, we translated the same authentic urban styling into the eyewear, creating a fresh collection that offers high style at an attainable price point.”

MARKETING:
Merchandising materials include a two-to-three place frame display with built-in technology, frameboard highlighter, countercard, brand ID, window cling, T-shirts and customized cleaning cloths. A look behind the brand video with Marc Ecko, a social media campaign, interactive activities and a customer trunk show kit have been developed to support the brand launch.

PRICE POINT:
$$. For additional information, contact ClearVision Optical, (800) 645-3733; website: www.cvoptical.com

INSIGHT
A full-scale global fashion and lifestyle company, Marc Ecko Enterprises has grown over the past 17 years to include Ecko Unltd., a young men’s brand; Eckored, a young women’s brand; and Marc Ecko Cut & Sew, a contemporary menswear line.