Whats New

May
2013

RAEN OPTICS: Raen Rx Collection

STYLE A LA CALIFORNIA

To complement its sunglass collection, which debuted in 2008, Raen Optics, an independent-driven, southern California brand launches its first Rx line, consisting of 11 styles targeted to men and women 18 to 35. The new styles carry on Raen’s tradition of authenticity and handmade optics, offering products to consumers at a reasonable price point. The frames are primarily made of acetate with rivet-hinge hardware for comfort and durability. Several of the frames in the Rx line are named after surf spots important to the designers and the California lifestyle they represent.


Photographed by Black Box Studios

PHILOSOPHY:
“We were seeing many of our friends putting prescription lenses in our frames. It became obvious that we needed to launch our own Rx line,” says Justin Heit, Raen co-founder. His brother and co-founder Jeremy Heit adds, “We’re a company of designers so we tend to obsess over details. In launching our own Rx line, we wanted to make certain every element in the frames is on point.”

MARKETING: Raen is supporting the Rx launch with a marketing campaign on raenoptics.com called “Through the Eyes of,” which showcases the eclectic lifestyles of the brand’s designers and ambassadors. Each frame comes with a case and pouch.

PRICE POINT
: $$$

CONTACT: For additional information, contact Raen Optics, (760) 436-7236; website: raenoptics.com

INSIGHT
Based in Encinitas, Calif., Raen Optics is a classics-driven brand aimed at bringing quality and authenticity to the boutique eyewear market. “Our goal is to provide timeless, tangible, quality items that function within our active lifestyles and those of our consumers. We are designers who are determined to continually bring new and innovative products to the marketplace, created for and inspired by the lives we live,” says Raen.

 

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