Dakota Smith Los Angeles launches a vintage-inspired sunglass collection for Summer 2011. Available from Signature Eyewear, the new collection contains eight styles, each offered in three colors and showcases the attention to detail, innate style and quality for which the brand is known. Frames are made of rich handmade acetate and metal, including stainless steel. Shapes consist of aviator, navigator, clubmaster, rectangular and square designs. The sun lenses are either polycarbonate or CR-39. Frame names such as Instinct, Assurance, Resolve and Impulse represent strong and steadfast American ideals.


PHILOSOPHY:
“With this collection, we sought to make high quality frames with a particular aesthetic that appeal to a wide range of consumers, especially targeting those who are young in spirit and original in their thinking. Eyewear that provides a unique perspective is usually priced at the high end of the market. Dakota Smith Los Angeles, however, provides a democratic solution, meeting consumer demand for frames that are uniquely cool while being priced at a level accessible to everyone,” says Jill Gardner, senior vice president at Signature.

MARKETING:
Merchandising materials include displays, posters, countercards and signage. Each sunglass comes with a hard case and cleaning cloth.

PRICE POINT:
$$. For additional information, contact Signature Eyewear, (800) 765-EYES; website: www.seye.com

INSIGHT
Dakota Smith Los Angeles is more than an American eyewear brand. It is an attitude. Rich in spirit and conviction, it’s about freedom of expression. The collection speaks to the innovators, influencers and mavericks—musicians, artists and athletes—who go against the grain to break new ground and set trends