WHAT'S NEW
Lines & Launches
By Erinn Morgan
Photography by Peter Baker

Bee Sting (top) and Pb&J

Style Driven
HUMMER Eyegear Youth-Series collection ready to roll from Signature

Signature Eyewear builds on its background in bold styling with the debut of the HUMMER Eyegear Youth-Series collection. Translating the well known Hummer by General Motors attitude into eyewear styling, it is designed for self-confident young adults. Featuring aluminum construction, 180-degree flex temples, and rubberized temple tips, the six new styles are priced to the dispenser at $39. Design elements include duo-color combinations, colored temples with chrome logo treatments, and rectangular branded nose pads. Each frame comes with a logo case and a wristband. For more information, call 800-765-EYES.

Style 8004 (top) and Style 8012

Simple Geometry
Full-Rim Rainbow from Swissflex

Italee covers new ground with the recently launched Swissflex Rainbow, the first full-rimmed collection from Swissflex. The Rainbow line incorporates a clean, sophisticated design in Marsydur, an anti-toxic material combining rigidity, heat resistance, excellent dimensional stability, chemical resistance, and FDA approval. Rainbow styles also feature a modular assembly with interchangeable temple components and a weight of two grams. Other standout features include ultra-thin design, adjustable earpieces, patented nosepads for optimum fit, and the dermatological benefit of no metal or screws used on the frame. The line currently includes one shape in 18 colors combinations from honey brown and periwinkle to tangerine and black. The wholesale price is $89 per frame. For more information, call 800-948-2533.

Teen Dream
Avalon launches J-14

Targeting the powerful female teen demographic (2.6 million strong) Avalon has launched the J-14 collection, which stands for "Just For Teens"—a magazine for teenage girls. The publication features celebrity interviews, fashion tips, and the latest entertainment reviews. The eyewear collection, which targets the same 10 through 17 audience, features nine new styles—four in plastic and five in metal. Features include spring hinges and inlaid J-14 logos on temple tips. The color palette ranges from grape, gloss black, and indigo to garnet, black cherry, chocolate, and pewter. Shapes include rectangles, cat eyes, butterflies, retro, and ovals. Each frame comes with a "roll-over" case in signature colors of orange, hot pink, and lime green. Each customer also gets a free trial magazine subscription. Merchandising materials include multi-frame and single-frame displays. The frames are priced $34.95 to ECPs. For more information, call 888-767-0383.