C220 LLC, a new company founded by optical veteran Marc Rothstein, makes its debut with the O-Dark-Thirty eyewear collection, a retro-inspired line with a modern look. Targeted to discerning, shrewd individuals between the ages of 25 and 55, who care about details and handcrafted product, the new collection consists of 18 ophthalmic frames and six sunglasses. Frames are made of monel and acetate, and offered in wearable variations of rectangular and oval shapes for the ophthalmics and larger aviator and rectangular wrap designs for the sunglasses. Each style has an individual personality with a host of accents and treatments, ranging from jeweled metal embellishments to gothic details, tattoo-style branding and metallic temple tips. Colors consist of muted tones of brown, tan, white and black for the acetates and brown, copper and silver for the metals. Polarized lenses are available.


PHILOSOPHY:
“Having invested 20 years in optical manufacturing and design, I thought it was time to do something unique to show that while satisfying current fashion trends, real quality craftsmanship and stellar design is possible without spending a fortune,” says Marc Rothstein, C220 CEO. “Original handcrafted product is still an art form.”

MARKETING:
Merchandising materials include a four-place leather and glass tower display,
illuminated single-frame glorifier, two easel-back countercards, leather-bound catalog with tripod and logoed glass tile. Each style comes with a black pouch and cleaning cloth packaged in a gift bag.

PRICE POINT:
$$$ to $$$$. For additional information, contact C220, (877) 399-0056.

INSIGHT
The expression O-Dark-Thirty is variously described as aviator speak for those hours between midnight and 5 a.m., 1960s
jargon for a ridiculously early hour in the morning and precisely 30 minutes before sunrise.