Pure Eyewear, a new luxury eyewear company founded by optical industry veteran Ira Lerner, makes its debut with a rimless collection also called Pure Eyewear. Made from a single strand of xanadium, a memory metal alloy that is threaded through the lenses, Pure Eyewear is the world’s thinnest, lightest eyewear, according to Lerner. There are no screws or compression mounting plugs and one third of the styles have no nosepads. The initial collection includes 10 ophthalmic frames and 10 sunglasses, all offered in four colors each—gunmetal, metallic bronze, metallic gold and metallic silver. Colors are ion plated in a high-temperature vacuum chamber. The sunglasses use silvermist nylon lenses, which have a greater impact resistance than polycarbonate and a high ABBE value of 52. Lenses come in silvermist gray or teak.


PHILOSOPHY:
“In developing Pure Eyewear, our main desire was to be true to our name. We tried to design the purest eyewear ever made, utilizing a one-piece rimless eyewear mounting system. It doesn’t get any more Pure than that,” says Ira Lerner, Pure Eyewear designer and founder. “Our company’s objective is to target the eyewear consumer that loves innovation and wants to be there when it happens.”

MARKETING:
Merchandising materials include a Plexiglas cylinder display, crystal logo blocks, posters and countercards. Each frame comes with a black nylon case packaged in an iPort, a clear Plexiglas cylinder.

PRICE POINT:
$$$$ to $$$$$. For additional information, contact Pure Eyewear, (877) 946-2020; web site: www.pureeyewear.com

INSIGHT
“When I saw Pure Eyewear, I was simply blown away. I haven’t seen anything this cool and this unique in the past 20 years. Not only that, it’s so lightweight and comfortable it’s like wearing nothing,” says Tim Fabozzi, owner, DisRespectacles, New York City.