Zyloware adds the Stetson Off Road collection to its long-established Stetson eyewear brand. Targeted to men 20 to 40, younger and with a more youthful lifestyle than the traditional Stetson consumer, the new collection, as with all Stetson products, puts an emphasis on masculinity and quality with unobtrusive, but modern styling. Included are five metals and one zyl, all with spring hinges. The metal frames are equipped with snap-in, silicone nosepads. Shapes are variations on rectangles. Two designs are semi-rimless. Colors range from black, gun and tortoise to tan, bronze and gold with antique finishes.

PHILOSOPHY: “The Stetson brand has been a bestseller for Zyloware for 27 years. It’s a firmly established iconic American brand that carries with it expectations of masculine styling, comfort and wearability ingrained with the American spirit of individuality—hence the tagline ‘Made of America,’ says Christopher Shyer, Zyloware president. “The new collection has all these attributes with a younger feeling—reflecting the Stetson company’s new marketing approach—using such celebrities as actor Matthew McConaughey and football star Tom Brady to create a sexier, more youthful appeal.”

Merchandising materials include a six-place counter display with interchangeable header cards and double-sided tent card with imagery that speaks to where the consumer aspires to be. An emergency roadside kit is free with the purchase of any six Stetson Off Road frames and includes jumper cables, voltage tester, knife with retractable blade, electric tape, drive screwdriver, drive coupler eight, metric socket and two each of hex head drives, torx head drives, flat head drives and Phillips head drives.

PRICE POINT: $$. For additional information, contact Zyloware, (800) 765-3700; web site: www.zyloware.com

Stetson Off Road styles are priced so they can fit into many managed-care plans.