|A modern Zen|
Premiere Vision, A Luxury Division of Logo Group, launches the Yoshi Mikasada Eyewear collection consisting of 20 styles. Targeted to self-assured contemporary adults 30 years old and older (70 percent of the frames are geared to men), the line is characterized by a streamlined balance of form and function. A fusion of eyewear designer Mikasada’s Zen experience and contemporary cultivation, the initial collection is inspired by the four elements—earth, fire, air and water. Stainless steel and titanium frames represent the lightness of air and the purity of earth. Tillium and acetate products symbolize the fluidity of water and the details of fire. Frame colors—black, gun, satin brown and shiny silver—are also reminiscent of the elements. Details include laser engravings, personalized temple tips and a design that achieves fluidity by carrying the front piece through to the temple.
PHILOSOPHY: “The debut of Yoshi Mikasada Eyewear promises aesthetic approaches that will continue to move eyewear beyond the 21st century,” says Premiere Vision. “Inspired by the four elements, earth, fire, air and water, this is
a brand that is at once hot and cool—a modern Zen.”
MARKETING: Merchandising materials include one-, three- and six-place displays, double-sided banners and countercards. Frames come with a case.
PRICE POINT: $$$ to $$$$.
AVAILABILITY: Fall 2003. For additional information, contact Premiere Vision, (800) 556-5646.