Initium Eyewear releases Initium Rx, its first ophthalmic offering. The line features five plastic styles inspired by musicians ranging from Roy Orbison to Darryl McDaniel of Run-DMC. Each frame is a bold, classic shape in rich colors, including black and brown horn, olive and red havana, tortoise and striated treatments of blue and brown. Styles are accented with signature S-break temples with discreet metal logo embellishments. Initium also has two sunglass collections: Lifestyle, its debut collection, which launched in 2003 and now features 20 unisex metal and plastic styles, and Initium Platinum, an entirely polarized line released in 2005 and currently consisting of four women’s and 11 unisex sunglasses in plastic.

PHILOSOPHY: “The objective of Initium is to deliver rock-n-roll silhouettes to individuals demanding eyewear teaming with attitude, design sophistication and production quality,” says Darin Dennee, Initium founder and chief designer. “I create most styles with a particular musician in mind. Eyewear has become a way for me to give back to artists who have influenced my life with their music.”
MARKETING: Merchandising materials include a six-place display that incorporates a virtually functional Les Paul-inspired guitar neck. Also available are a 23- place countertop display and a 39-place floor display with internal storage.
PRICE POINT: $$$. For additional information, contact Initium Eyewear, (877) INITIUM; web site:

Initium is a music-inspired, fashion-driven eyewear line crafted by artists and musicians for artists, musicians and fans. Designed in Southern California and manufactured in Italy, Initium is sold in premium fashion and optical boutiques throughout the U.S., Canada, Puerto Rico, Europe, Japan, Australia, New Zealand and South Africa.