FOOTHILL RANCH, Calif.—Oakley, Inc. announced yesterday that the company, a division of Luxottica Group (NYSE:LUX), is planning to enter the 3D eyewear market with a launch of a line prior to the upcoming 2010 holiday season. The company said will initially be sold through premium optical distribution channels in the U.S., followed by a global launch in 2011.

Scott Smith, Oakley’s category director for Watches & 3D Optics told VMail that the company will release further details about its distribution plans in Q4. He said that the Oakley 3D collection would also be featured at the Consumer Electronics Show (CES) in Las Vegas in January.

In its announcement, the company said its new 3D eyewear “both complements and optimizes the technology used in the majority of 3D movie theaters around the world” and that the eyewear will use Oakley’s new HDO-3D technology and will feature “optically correct lenses.” The announcement did not specify whether the initial collection would include Rx-able 3D eyewear.

“Oakley once again confirms that it’s a truly extraordinary brand,” commented Andrea Guerra, CEO of Luxottica. “We are very proud of this technological breakthrough, which is the result of our outstanding R&D activities and which we believe will drive the evolution of the whole category.”

Oakley CEO Colin Baden added, “Oakley 3D eyewear will be a milestone in 3D entertainment. Through our products and partnerships, Oakley will set the standard for optical performance in 3D. We have been collaborating with key industry partners for some time, including making use of DreamWorks Animation’s facility for testing purposes.

“Oakley is developing a premium product segment,” he said, “with a range of 3D eyewear offerings, and our R&D has achieved unparalleled visual clarity while extending the wearer’s peripheral viewing angle and providing truer alignment of 3D images. This is in addition to the quality, comfort, durability and precise fit of Oakley frame technology, along with styling that sets the high mark for today’s eyewear designs.”

The Oakley 3D eyewear will feature “passive” polarization 3D lens technology and the company said the eyewear will feature a high-wrap curvature. Oakley is pursuing partnerships with manufacturers of home 3D systems that utilize passive polarization. This will allow consumers to use the same eyewear for home and cinema 3D entertainment. More info is at Oakley.com.

“It is inspiring that a company with such a rich heritage of innovation has entered into the 3D entertainment market,” said Jeffrey Katzenberg, CEO and director of DreamWorks Animation. “With all of our work in creating 3D cinematic experiences, we are thrilled that Oakley has advanced the performance of 3D lenses to help audiences get the most out of these films with superior clarity and color,” Katzenberg concluded.