FYSH UK, Urban Kool Eyewear, from Wescan Optical, a division of WestGroupe, is inspired by the beauty and freedom of the sea. FYSH is an urbane, upscale lifestyle brand taking its design cues from the runways, translating colors and trends into wearable fashions. Created for women, the latest collection is available in a myriad of whimsical color combinations and cut-out temple designs. Shapes include variations on rectangles, ranging from shallow to deeper styles that accommodate progressive lenses. The contemporary temples keep the look modern and sophisticated and the two-tone color mixes add elegance and emphasize the eyes.



 “FYSH UK is for people who live, love and lounge in a big way. Fun and funky styling, creative textures and penetrating colors give the eyewear its ultra-hip essence,” says Michael Suliteanu, WestGroupe vice president. “FYSH UK is about the freedom to choose a style that is an extension and reflection of who you are—your many styles and moods, the many facets of your personality.”


A wide range of support materials has been developed. Included are a logo plaque, display mats, direct-mail brochures, countercards, triangles in two sizes, fabric banner and pre-planned quarterly promotions. Each frame comes with a case.

$$$$. For additional information, contact Wescan Optical, (800) 361-6220;
web site: www.wescan.ca

To augment brand recognition, FYSH is currently launching a dynamic e-marketing program at www.fyshuk.com. The interactive campaign will fish for new faces and involve viewers through judging, opportunities and contests. An Ambassador Network will reach out to bloggers and sites such as Facebook and MySpace.