It’s time to devote some attention to men: men’s eyewear in particular and the changing American male in general.

Vision Monday kicks off a collaborative effort this month with its sister publication, 20/20, in a season-long series called “Modern Man.”

The impetus for this came from our coverage of so many excellent new men’s eyewear and sunwear collections coming into the marketplace, along with the updated styling and attention to new shapes, silhouettes and materials that are enlivening proven brands. There is also a shift among established brands to new companies, as licenses have changed hands, bringing renewed attention to major lines. This current environment gives optical retailers and ECPs reason to reconsider what they’re doing to present men’s choices to consumers and patients.

In addition, through style, lifestyle, sports and entertainment coverage, broadcast, print and Internet media are projecting images of modern men of all ages and influencing new attitudes towards men’s style among ultra-fashionistas and ‘real guys.”

Much of the dialogue and media attention about fashion traditionally concentrates on women but in the 21st century, this is now a limited view. It’s important to recognize a new mindset among American men about how they look--whether it’s rugged outdoorsman, business executive, Internet techie, urban single or suburban Dad.

The changes affect how they choose frames but also holds great potential for modernizing the way they learn about spectacle lenses, lens treatments like AR and polarization and photochromics. New contact lens technologies and wearing cycles are also appealing to men. And sunglasses are a major opportunity for all men, in terms of style and shape and as well for lenses, coatings and technology treatments.

Today’s male customer, from college guy to Gen-X’er to Baby Boomer, is a willing, interested and style-conscious eyewear consumer.

We hope our series propels you to reconsider how you address today’s Modern Man.