In partnership with Maui and Sons, an active sports apparel and equipment brand, LBI launches the five-style Maui and Sons Eyewear collection. Frames are made of polyamide and metal, and include variations on rectangles. One style is a double-bridge aviator. Spring hinges add comfort. Colors range from black, brown, gold, gray and gunmetal to blue, plum and red, many with matte finishes.



PHILOSOPHY: “Maui and Sons is on the leading edge of an expanding category that combines the appeal of the ocean with innovative designs,” says Chett Lehrer, LBI vice president. “We are riding the crest of the wave.”

MARKETING: A lookbook and countercard are available to support the new collection. Graphics featured throughout the ad campaign include the iconic sharkman image created by Rick Rietveld, artist and founding partner of Maui and Sons. “Born in Cali. Raised in Maui.” is the tagline for the brand. Each frame comes with a hard case.

PRICE POINT: $$$

CONTACT: For additional information, contact LBI, (800) 423-5175;
website: lbieyewear.com

INSIGHT
In 1980, three young surfers from Southern California decided to design fashions for surfing and active sports. They called themselves Maui and Sons. Today the company’s products, which include surfboards, tank tops, life vests, wet suits, skateboards, board shorts, T-shirts, tennis shoes and swimwear, are sold in more than 100 countries throughout North America, Central America, South America, Europe, Africa, Asia, Australia and the Middle East.