Eyenavision launches its first eyeglass frame line, Phyzics, based on the company’s recently issued screwless magnetic eyewear patent. Targeted to upscale consumers in search of distinctive, minimalist eyewear, the new line eliminates many of the typical problems associated with rimless metal eyewear. Constructed from titanium alloy, Phyzics’ temples are attached utilizing a magnetic hinge that breaks away when pressure is applied preventing the frame from breaking. Frames are held in place with a j-temple design that fits snugly behind the ear. This temple design combined with cushioned nosepads and lightweight metal creates an extremely comfortable fit. The collection is available in 12 preselected lens shapes in three plated metal colors: gunmetal, gold and silver, but virtually any custom lens shape is compatible.


PHILOSOPHY:
“Eyeglass wearers will appreciate a frame with unparalleled comfort, even during extended wearing hours. Opticians will be able to confidently dispense eyewear they know will last,” says Eyenavision’s chief innovation officer, Dennis G. Zelazowski. “We are looking forward to introducing Phyzics to the marketplace.”

MARKETING:
Each frame is packaged with an imprinted case. The Phyzics logo features the tagline: “Eyewear that Attracts.” A model equipped with telescopic temples used to obtain fitting measurements is available in unplated titanium.

PRICE POINTS:
$$$$. For additional information, contact Eyenavision (888) 321-3939; website: eyenavision.com

INSIGHT
Under the brand name Chemistrie, Eyenavision sells its patented magnetic lens layering system, a series of products that eliminates the challenges typically associated with clip-on eyewear. Eyenavision’s products are sold to consumers at over 2,000 optical retailers nationwide.