To celebrates its 20th anniversary and new partnership with Marchon Eyewear, Dragon Alliance, known for its action sport products, launches its first optical/Rx line. Consisting of 14 styles in three SKUs each, the new Rx collection is 100 percent zyl and made in Italy. Shapes are fashionable, yet wearable with the predominant color being a rich matte black. Design details include temples reminiscent of the edge of a surfboard, temple tips resembling a dragon’s tongue and a logo plaque on the inside of the temple. A key element on each frame is the milled metal hinge. When the frame is open, the subtle outline of a dragon’s tongue is visible and highlighted with a polished finish against a matte gunmetal background. When the temple is closed, the wings of the dragon in red appear on each side of the hinge.


PHILOSOPHY: “Dragon has edge, discoverability, hidden details and authenticity from its team athletes that is appreciated by its consumers. Dragon’s beliefs are core to its success,” the company says.

MARKETING: For the optical launch, Dragon has selected Rob Machado, an icon in the world of surf and action sports as its image. The umbrella slogan is “frame-of-mind.” Each frame comes with a case covered in a Harris tweed-like material with a red suede lining and the Dragon logo embossed on the closure button.

PRICE POINT: $$$$

CONTACT: For additional information, contact Marchon Eyewear, (800) 645-1300;
website: dragonalliance.com

INSIGHT
Founded in 1983, Dragon Alliance is known for its skateboarding, surfing, moto x and other extreme action sport products. Its Advance Project X snow goggle features a rimless goggle, offering a superior field of view. Dragon’s sunglasses combine advanced polarized technology with compelling styling.