Luxottica Group, a leader in premium, luxury and sports eyewear, today announces a new “Shield Your Eyes” Initiative, featuring a curated collection of products that provide greater coverage around the eye area.
The “Shield Your Eyes” product offering was developed in response to a growing consumer demand for eyewear that provides extra coverage for everyday life and sport. The current offering includes Oakley® and ESS (Eye Safety Systems) clear and photochromic products.
Oakley, known for its strength in performance eyewear, will bring its expertise to the Shield Your Eyes collection, with a mix of iconic models that feature a wider coverage area, as well as a selection of models that are certified as Personal Protective Equipment (PPE). For the first time, as part of this collection, consumers will have access to Luxottica’s ESS brand, whose products include eyewear designed and distributed for military, first responder and industrial use and certified as PPE. For decades, ESS has sold eyewear that have met or exceeded the most stringent U.S. military testing standards.
In addition to the frame offering, in July, the Oakley brand will bolster its apparel collection with the release of a series of masks, neck gaiters, bandanas and garments made from antibacterial fabric.
“In 2020, consumers are looking for something that reflects their state of mind – and safety along with style and functionality is now on everyone’s mind,” said Fabrizio Uguzzoni, President of Luxottica Wholesale North America. “There is no company better equipped to help consumers shield their eyes than Luxottica. We see the trend continuing to evolve and we’ll evolve with it, leveraging our strengths and expertise to provide consumers with the best offering to meet their needs.”
The Shield Your Eyes collection will be supported by a global marketing campaign that will come to life through digital assets, educational touchpoints, athlete portraits, testimonials, product seeding and more. The campaign will launch with NFL star and Team Oakley athlete JuJu Smith-Schuster.
To view the complete Shield Your Eyes product offering, please visit Oakley.com and/or ESSEyePro.com.
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