If it doesn’t fit their lifestyle, they don’t wear it… this is the definition of Italian style. To Italians, fashion is almost a national passion, but it’s not about the clothes. Italian style is about an attitude; an attitude of custom-made and sophistication; an attitude that can only be achieved through a tradition of seduction and refinement handed down through generations. The art of “sprezzatura,” commonly defined as “a certain nonchalance, so as to conceal all art and make whatever one does or say appear to be without effort and almost without any thought about it.” This is the essence of Helium Eyewear. Combining Italian craftsmanship with modern desires, the Helium women’s collection is a synthesis of Italian creativity and bohemian chic. Frames exude elegance through soft and fluid shapes, refined colors and alluring yet subtle details.

—Patrisha Holly Zabrycki

PHILOSOPHY:  “Launched in 2001, Helium Eyewear was created to live the spirit of Italian fashion and all that it stands for: exceptional quality reflecting an unmatched sense of design and craftsmanship while staying affordably priced,” says Ethan Goodman, president of Match Eyewear. “Designed and made in Italy, Helium Eyewear remains one of our best sell-through brands year over year.”

MARKETING: Merchandising materials include new seasonal countercards, Lucite logo blocks and countertop three-place tri-fold displays. Each frame comes in a clamshell hard case with complimentary lens cloth.

PRICE POINT: $$$

CONTACT: For additional information, contact Match Eyewear, (877) 88-MATCH;
website: matcheyewear.com

INSIGHT
Founded in 2001 by two optical industry veterans, Match Eyewear aims to design and produce quality eyewear that combines style, diversity and craftsmanship at accessible price points.