New York Eye launches Dale Earnhardt, Jr. Eyewear. The new line reflects the style of this third-generation member of racing royalty, rooting its design sensibilities in the groove of its ­namesake. Drawing inspiration from Dale Jr.’s well-rounded personality, the collection is defined by casual, uncomplicated forms. Consisting of 24 styles in stainless steel, titanium and zyl, the eyewear is ­targeted to the wide fan base of men and women between the ages of 20 to 60 who ­identify with the down-to-earth, fun-loving Dale Jr., and respect his ­reputation as the most popular driver on the circuit. “He’s like a rock star to his many fans,” says New York Eye’s president Arthur Jankolovits.


PHILOSOPHY:
“This new collection answers to the need for a cool look of spirited ­all-American design and work hard/play hard sensibilities. Sport ­enthusiasts will appreciate the fresh aerodynamic contours blending ­performance and style,” says Jankolovits.

MARKETING:
Merchandising materials include a three-place display tower, brushed aluminum nameplate featuring Dale Jr.’s photo and 100 ­percent cotton sport cap. Each frame comes with a brushed aluminum case.

PRICE POINT:
$$. For additional information, contact New York Eye, (800) 221-6966; website: www.newyorkeye.net

INSIGHT
Dale Earnhardt, Jr. is a professional American race car driver and team owner who drives the #88 AMP Energy/United States National Guard Chevrolet Impala in the NASCAR Sprint Cup Series for Hendrick Motorsports, and the Unilever Chevrolet Impala for his own team, JR Motorsports, in the Nationwide Series. He is the son of the late NASCAR Hall of Famer Dale Earnhardt, Sr., and the grandson of both the late NASCAR driver Ralph Earnhardt and Robert Gee, the well-known stock car fabricator.