Revolution Eyewear introduces a line of ophthalmic frames and sunglasses for both men and women featuring vintage and “Way Cool” original designs from the tattoo art of Don Ed Hardy, known as “the godfather of tattoo.” Intricate tattoo images have been translated into colorful and elaborate jeweled versions, incorporating Swarovski crystals, on some of the eyewear. Other styles have silkscreen images of the tattoos on denim for a distressed look. All of the ophthalmic frames feature Revolution’s patented magnetic bottom mounted clip-on.


PHILOSOPHY: “These frames are all about Ed Hardy designs—the art, the attitude, the confidence, the fun that is uniquely Ed Hardy,” says Revolution president Gary Martin. “We have brought together all these components to create a slamming, stunning sun collection with the focus on fashion, fashion, fashion.”

MARKETING: Merchandising materials include a 12-place rotating (optional locking) display, six-place counter display (with a tiger head) for the ophthalmic collection, countercards and posters. Frames come with a decorated case embellished with Don Hardy tattoos.

PRICE POINT: $$$$. For additional information, contact Revolution Eyewear, (800) 986-0010; web site:

Don Ed Hardy is a San Franciscobased tattoo artist who studied Irezumi, a Japanese tattoo art. Hardy’s designs were interpreted by Christian Audigier, a Los Angeles retailer associated with such brands as Diesel and Von Dutch, on a range of accessories and apparel worn by many celebrities, including Madonna and Ludacris. The vintage tattoo wear is sold in Ed Hardy shops around the world. A flagship store will open soon in New York’s SoHo.