NEW YORK—Phillips-Van Heusen Corporation (NYSE: PVH) has licensed Nouveau Eyewear, Inc. to design, produce and market men’s ophthalmic eyewear under PVH’s Arrow brand in the United States and Canada.

Nouveau, based in Carrollton, Texas, will deliver Arrow brand eyewear to optical chains and independent stores beginning with Fall 2009 deliveries. Drawing from Arrow‘s158-year heritage of authentic American style, as well as Nouveau’s more than three decades of experience in the optical market, the new Arrow eyewear collection will be targeted to men in their twenties, thirties and forties “with a taste for classic American fashion who are looking for durability and exceptional value in their eyewear.”

“We’ve had extensive experience with Nouveau through their stewardship of the eyewear collection they offer under our Van Heusen brand and expect them to be the ideal partner as we expand the Arrow brand to the men’s ophthalmic market,” said Allen Sirkin, president and COO of Phillips-Van Heusen. “Nouveau’s understanding of the unique and historic brand personality of the Arrow brand and the needs of the eyewear customer really puts the company in a unique position to take on this additional license with PVH.”

Marj McGraw, co-president of Nouveau Eyewear, added, “The Arrow brand celebrates authentic American style and emphasizes effortless comfort and individuality. The Arrow collection for men answers the need for smart, masculine eyewear that offers exceptional value.”

The Arrow brand, with a history that dates back to 1851, was acquired by Phillips-Van Heusen in 2004. Arrow brand products are marketed through PVH and four licensees in North America and also through a network of international licensees and partnerships that has given the brand a presence in more than 50 overseas markets.