Oakley presents new Rx collections for both men and women. Targeted to active individuals who care about performance attributes and are conscious of trends and styles, the men’s collection consists of three styles, two metals (one made of the lightweight C-5 alloy), and one acetate. Features include adjustable nosepads and Unobtanium ear socks on the metals, and spring hinges and heat-adjustable temples on the acetate. Designed for women who refuse to compromise style for performance and who care about looking good and feeling even better, the feminine collection contains four acetate styles in colors ranging from tortoise stripe, blackberry and marbleized treatments to pink champagne, purple plaid and jade. Metal temples on one style and intricate textures and cutout patterns add sophistication. 


PHILOSOPHY:
“Our men’s 2012 ophthalmic collection features casual and iconic lifestyle pieces that are inspired by performance and sports but also fit the everyday needs of an active consumer,” says Dawne Hanks, Oakley optical channel marketing manager. “Our women’s ophthalmic collection has been gaining momentum over the past few years largely due to a focused product assortment the active woman wants to wear every day. With pops of color and designs that complement various face shapes, the collection truly provides women with products that fit their lifestyles,” Hanks adds.

MARKETING:
Merchandising materials include countercards, easel-back images, Duratrans, banners and direct mail pieces.

PRICE POINT:
$$ to $$$ (men); $$$ (women). For additional information, contact Oakley, (800) 431-1439; website: oakley.com

INSIGHT
“Invention wrapped in art. Oakley was founded on that idea, and it still defines us.” —Jim Jannard, founder of Oakley.