Photographed by Annie Gallagher/Black Box Studio
PHILOSOPHY: “Designed to meet the needs of that much coveted, but unquestionably underserved segment of the optical market, 18- to 35-year-old trendsetting men, Dakota Smith Los Angeles combines a modern aesthetic with iconographic elements that define ‘urban cool,’” says Jim Sepanek, designer Dakota Smith Los Angeles. “Clean, modern fronts are combined with vintage décor elements to convey an attitude that is both original and cool. Yet the Dakota Smith L.A. collection price points are attainable, making the eyewear accessible to a large part of the market.”
POP materials include display elements, posters, countercards, door signage and logo plaques with a vintage luggage motif. Some packages include a vintage bag that can double as luggage.
$$$. For additional information, contact Signature Eyewear, (800) 765-EYES; web site: www.sigeye.com
The tag line for the new Dakota Smith Los Angeles collection is “Through the Eyes of Dakota Smith,” which evokes a feeling of exploration both figuratively and literally—hence the vintage luggage motif.