Luxottica Group has unveiled its new ‘Shield Your Eyes’ collection. It offers curated eyewear products — from Oakley and Eye Safety Systems — that offer better coverage and protection for the eyes. It will be available in travel retail from mid-June.
The Shield Your Eyes range was developed to address the growing demand for extra eyewear protection amid the pandemic crisis. It is made up of eight Oakley clear models, eight Oakley photochromic styles and five pieces from Eye Safety Systems.
The Oakley Shield Your Eyes range has been equipped with the brand’s patented high definition optics technology, which eliminates distortion, and features plutonite lenses to block out 100% of UVA/UVB/UVC rays and harmful blue light. The sunglasses have also been fortified with impact protection technology to guard against high-speed and high-mass impact.
The range also offers models that are certified for use as personal protective equipment (PPE) in both US and European markets. All designs have been certified by the America National Standards Institute (ANSI), said the brand.
Oakley has also bolstered its safety apparel collection by launching a series of masks, neck gaiters, bandanas and garments made from antibacterial fabric. The apparel products feature detachable PPE elements.
Luxottica Group has also made its Eye Safety Systems brand available to consumers for the first time. For decades, the brand has been designing and distributing eyewear products for military and first responders.
The Eye Safety Systems Shield Your Eyes range was made with ballistic polycarbonate lenses equipped with 100% UVA/UVB protection. The eyewear pieces offer distortion-free clarity and feature anti-fog and anti-scratch treatments.
According to the company, the launch reflects its global efforts to promote the safe return of travellers. Luxottica Group has also made the Shield Your Eyes collection available for wholesale purchase; and is working closely with travel retail partners to give both employees and customers access to the range.
The Shield Your Eyes range will be supported by a global marketing campaign featuring NFL Star and Team Oakley Athlete JuJu Smith-Schuster. The campaign will be rolled out across digital assets, educational touchpoints and athlete portraits.
“Safety remains a top priority for all our consumers, and the ‘Shield Your Eyes’ collection is a reflection of our rapid and effective response to these demands,” said Luxottica Group Global Channels Director Alessandro Pozzi.
Pozzi added, “In this ever-changing landscape, we really must adapt and evolve, and, at Luxottica, we remain steadfast in our commitment to ensuring our consumers are equipped with the best eye protection – there is no company better equipped to help consumers shield their eyes than us. With innovation playing a key role in everything that we do, we will continue to develop and offer state-of-the-art products for all.”
