Aoyama Optical USA launches its edgy Bed Head Eyewear collection under a worldwide, licensing agreement with Bed Head by TIGI Linea. The new collection consists of 18 styles with funky designs and bold colors in monotone and duo-tone variations. Atypical temple treatments and the artsy Bed Head logo rendered in a metal plaque or screened process encompass the edgy, European core of the Bed Head brand. Designed specifically for an audience aged 18 to 35, the initial collection consists of fully rimmed, semirimless and rimless frames in butterflies, elongated wraps, cat-eyes, slim-line rectangles, elliptical ovals and geometric pillows. All frames are offered in three colors and feature silicone nosepads.


PHILOSOPHY: “The Bed Head collection fits the niche in edgy eyewear,” says David Chernoff, Aoyama USA executive vice president. “With design elements, consisting of atypical geometric shapes and unique color combinations, the look is purely European and fashionably chic.”

MARKETING: Assorted merchandising materials, including countercards and posters, are being planned. Each frame comes with a colorful patterned hard case.

PRICE POINT: $$. For additional information, contact Aoyama Optical (800) 877-2020; web site:

Bed Head TIFI warns, “You must have a sense of humor to use our products. Bed Head TIGI is a lifestyle. It’s a full range of products to do with as you please—from styling products to beauty products. Doesn’t matter if you are a Dumb Blonde or a Mastermind, a Manipulator or Creative Genius… Bed Head has the styling to complete your lifestyle… if you have a sense of humor.”