As the demand for eyewear providing extra coverage for everyday life and sport continues to grow, LUXOTTICA recently launched its “Shield Your Eyes” initiative. Featuring a curated collection of products that provide greater coverage around the eye area, the offering includes Oakley and ESS (Eye Safety Systems) sport performance and lifestyle frames with clear and photochromic lenses.

Oakley brings its performance eyewear expertise to the Shield Your Eyes collection with its iconic eyewear styles that offer a wider coverage area as well as a selection of frame styles that are certified as personal protective equipment (PPE). As part of this collection, for the first time, consumers will have access to Luxottica’s ESS brand, which offers eyewear designed and distributed for military, first responder and industrial use and certified as PPE. ESS products meet and exceed the most stringent U.S. military testing standards.

Highlights of the collection include high definition optics for clear and sharp vision without distortion and Oakley’s proprietary Plutonite lens material designed to block 100 percent of all UVA, UVB and UVC up to 400 nm with impact protection against high velocity. Select products offer advanced anti-fog coatings on the back surface of the lenses to help prevent fogging during wear. The high-wrap frames offer an extended field of view, providing increased peripheral vision, coverage and protection.



“In 2020, consumers are looking for something that reflects their state of mind, and safety along with style and functionality is now on everyone’s mind,” says Fabrizio Uguzzoni, president of Luxottica Wholesale North America. “There is no company better equipped to help consumers shield their eyes than Luxottica. We see the trend continuing to evolve, and we’ll evolve with it, leveraging our strengths and expertise to provide consumers with the best offering to meet their needs.” In addition to the new frame collection, Oakley will soon debut a series of masks, neck gaiters, bandanas and garments made from antibacterial fabric.

The Shield Your Eyes collection is supported by a global marketing campaign brought to life through digital assets, educational touchpoints, athlete portraits, testimonials, product seeding and more, with NFL star and Team Oakley athlete JuJu Smith-Schuster kicking off the campaign. To view the complete Shield Your Eyes product offering, visit oakley.com or esseyepro.com. 

–Christine Yeh