By Caletha Crawford
Associate Editor

PORT WASHINGTON, N.Y.--Luxottica launches Memorize, a nickel and titanium memory metal collection.

Memorize eyewear is designed to stand up to the toughest, most active eyeglass wearers. Memorize frames are designed to return to their original shape, despite accidental twisting or bending. The “memory metal” used in the frames is used in the medical field to help repair broken bones, unclog arteries and create dental braces, according to the company, as well as in aircraft construction, in the computer industry and by NASA research.

“While memory metal in itself is not new to the optical industry, the introduction of Luxottica Memorize brings this technologically-superior material to a higher level,” said Pierre Fay, Luxottica’s senior vice president. “Luxottica’s leading edge manufacturing technologies, master craftsmanship, and design ingenuity, together with our commitment to customer care, enables us to take memory metal into a whole new realm of product and service excellence.”

The collection launches with seven styles, with children’s and tween frames to come in January. The frames offer classic styling with a modern twist. The initial collection features ovals and geometrics in full-rim and rimless designs. The color palette includes eggplant, ruby, camel and violet. The January introduction will offer mini-me looks for children and tweens in pink, blue and violet as well as traditional metal tones of gunmetal and bronze.

The merchandising materials include an informative “take-one” brochure designed to introduce consumers to the features and benefits of Memorize, a counter card, and one-piece and six-piece displays.

Vittorio Verdun

“Memorize marketing materials have been created to reflect the unique blending of space age technology with Luxottica design,” said Vittorio Verdun, Luxottica director of marketing. “The creative imagery featured in our trade advertising, catalogue, brochure, and counter card, together with the unique fabrication of our displays, all emphasize our commitment to making Luxottica Memorize stand apart from all other memory metal eyewear.”

The frames are priced to the dispenser at $59.