Tura introduces TuraFlexies, a six-piece line of children’s eyewear made of titanium memory metal. Designed to stand up to the rough and tumble daily life of kids aged six to 12, shapes are variations on ovals and rectangles and are offered in such colors as blue, brown, burgundy, denim, gunmetal, lavender, purple, rose and sage. Each style comes in two sizes, with eye sizes ranging from 40mm to 44mm, 18mm bridges and temple lengths of 120mm and 125mm. Three frames are equipped with 180-degree spring-hinge temples.  

PHILOSOPHY: “TuraFlexies was created for kids with strong personalities,” says Oliver Henning, Tura brand manager. “We know kids want to look just as cool in glasses as their moms and dads so we have adapted adult shapes and design trends to our kids’ collection. Of course, because we have not forgotten that kids are a bit rougher with their glasses than their parents, all styles feature memory metal bridges and either memory metal or spring-hinge temples.”

MARKETING: Each pair of glasses comes with a zippered, semi-rigid, fabric case with a detachable hook for backpacks.

PRICE POINT: $$. For additional information, contact Tura, (800) 345-8872; web site: www.tura.com

In designing TuraFlexies, Tura used a palette that avoids flashy colors. “Glasses need to complement sportswear and other apparel and kids need to feel comfortable wearing their glasses all day long in any occasion and with various clothing. TuraFlexies are ideal for a kid’s entire (and active) day—from classroom to playground to soccer field,” Tura notes.