Spy Optic launches its first ophthalmic frame collection, Spy Rx. ­Targeted to 20- to 50-year-old action sport and multisport ­enthusiasts, the 18-piece collection features clean, modern fronts combined with temples evoking an attitude that is distinctly Spy—fun and irreverent. ­Finished metals in stainless steel and nickel silver shine alongside rich ­acetates, which have been fashioned into wearable shapes with a neo-retro feel and excellent fitting properties. Each frame is offered in three colors.


PHILOSOPHY:
“The Spy Rx collection was developed to meet the requirements of the dynamic youth culture that is driven by the West Coast lifestyle Spy is inextricably connected with,” says Jim Sepanek, Spy vice president of optical. “Whether you need vision correction or just want to put clear lenses in your Spy glasses, we’ve developed quality frames with incredible style to foot the bill.”

MARKETING:
Merchandising materials include a poster, large and small countercards, and an acrylic cube.

PRICE POINT:
$$. For additional information, contact Spy Optic, (800) 779-3937; website: spyoptic.com

INSIGHT
Spy was founded in 1994 as the brainchild of a group of athletes and design innovators seeking a new perspective for sport eyewear. These individuals were as motivated toward creativity and freedom as they were with pushing design conventions and redefining technology. Their efforts were embraced by the world of action sports, motor and multisports, and bike culture.