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Frames Direct > Eyewear Library >
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Police Eyewear
Under an agreement with Police manufacturer Derigo, Eastern States Eyewear reintroduces Police Eyewear to the U.S. market. Targeted to adults 18 and older, the collection has a youthful, edgy design. Included are sunglasses and ophthalmic frames. Features include eight-base wrap designs with cylindrical lenses and mirror and gradient treatments.
Eastern States co-president Roger Shyer described the Police brand image as "tough and street-savvy." The new eyewear and sunwear are "really unisex?a men?s collection that can be worn by both men and women," he told VM. "It has really broad appeal, everyone from the high teens to people in their 40s and 50s." The initial Police collection comprises five ophthalmic frames and eight sunglasses.
Eastern States Eyewear (ESE) has also introduced arresting women?s styles in its Police collection.
The brand, typically known for its men?s frames, infuses the collection with feminine colors, shapes and detailing.
Eastern States adds feminine styling to its Police collection. "Our decision to address female consumers came about for a few reasons," explains Paul Shyer, ESE president. "First and foremost, with the success we've had with the brand since reintroducing it to the market in 2003 it was a natural reaction to expand the width and breadth of the collection in general.
Since Police is primarily a fashion brand, the decision to address a woman?s needs was a logical next step. This coupled with the popularity of color, stones and bold, daring shapes today, made the range of Police creativity for this collection huge."
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| Reprinted Courtesy 20/20 magazine
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