By Deirdre Carroll
Senior Editor

LOS ANGELES—Jee Vice has launched its first collection of prescription frames. Jee Vice, established in 2003, is known for its collection of high end sunwear popular with Hollywood celebrities.

The Smarter in khaki pearl (bottom) and the Premiere in orange and silver (top) from the new Jee Vice Rx collection.

With the current success of the sunglass collection, the company believes this is the right time to grow the brand into other areas of the market. According to Jee Vice’s CFO, Tim Stacey, “it was always our intention to release an Rx line to broaden our presence in the optical market; as a result, we hope to double our reach in the next year.”

Founder and designer of Jee Vice, Philippe Vergez, has created a collection of Rx frames that echo the same philosophies found in the Jee Vice sunwear line. The frames, hand made from Italian acetate, titanium or stainless steel, have been designed for women in order to infect them to love culture, bleed passion, embrace commitment, and elevate the limits of vision, according to the company.

The new optical line includes 13 styles in three collections—Desire, Hollywood and Vintage Revisited. Desire’s nostalgic undertones and sleek silhouettes have become Jee Vice’s signature style. Each frame is cast in colored titanium and embellished with Swarovski crystals. Angel Kiss, Temptation and Fantasy are available in six colors.

Hollywood takes its cue from the original Jee Vice sunwear collection into the re-imagined Premiere, Soiree, Festival and Matinee. Each style is either acetate, stainless steel or a combination in hand mixed colors.

Vintage Revisited features retro inspired frames interpreted with modern day colors and fabrications. Each frame is hand made from exclusive Italian acetate reinforced with titanium. The Sexier, Better and Smarter are available in exclusive and rare colors reminiscent of the fifties.

The new optical collection from Jee Vice is priced to the dispenser between $75 and $122. ■