Liberty Sport offers two new frame technologies to make its sport eyewear more user-friendly. MagTraxion technology utilizes a magnetic system allowing wearers to attach eye cups to the outside of the Chopper frame, a style designed for motorcycling or biking. The eye cups keep wind and debris out of the eyes while riding, but can be removed to create a fashionable sports shape. The frame is Rxable and features a pierced mesh temple design, allowing for airflow while screening out debris. The Illusion technology lets ECPs insert six-base lenses into sunglasses with an eight-base semi-rimless mounting. The sunglasses can also be glazed to look like eight-base rimless designs. Two styles, the IT10A, a modified oblong, and the IT10B, a classic rectangle, employ this technology. These styles feature a thin, lightweight, head-hugging chassis and are designed for those with a more demanding prescription, who want the look of swept-back sunglasses.
PHILOSOPHY: “Our specialty has always been that all our frames can be sold as plano or Rxable. Our consumers lead active lifestyles and require fashionable performance sunglasses. With MagTraxion technology, we answer the wearer’s needs in one frame,” says Carmine DiChiara, vice president of new product development for Liberty Sport. “The Illusion Series delivers a wide range of Rxability thanks to Liberty Sport’s unique semi-rimless lens mounting system,” adds Linda Laube, Liberty Sport vice president of marketing. “Best of all, the lightweight design affords active wearers great peripheral vision with the value of a six-base lens.”
MARKETING: Countercards are offered. Frames come with semi-rigid cases and cleaning cloths.
PRICE POINT: $$$. For additional information, contact Liberty Sport, (800) 444-5010; web site:
When selling sports glasses, ask customers what sports they will specifically be using their eyewear for and help them choose frames accordingly.