Polaroid Eyewear Launches New Sunglasses Collection at Fashion Week New York and the MIDO Show in Milan Pioneering Innovation, Style & Glamour

NEW YORK, February 15, 2011 /PRNewswire/ --

- Polaroid Eyewear Unveils Best Under The Sun Collection During Fashion Week

Polaroid Eyewear, a division of StyleMark AG and world leader in optics and lens technology, today announced the official consumer launch of a new heritage sunglass collection entitled Best Under The Sun, recreating some of Polaroid Eyewear's most iconic designs from the 1930s to the 1980s.

    
    (Photo: http://photos.prnewswire.com/prnh/20110215/NY48778-a )
    (Photo: http://photos.prnewswire.com/prnh/20110215/NY48778-b )

The Best Under The Sun Collection comprises ten frame designs drawn from Polaroid's archives dating from the 1930s to the 1980s. Each design has been selected as a unique representation of that particular decade and is faithfully recreated with all the meticulous detail of the original - now in the latest high-tech materials. Every style tells it own impressive story, reflecting the keynote fashions of the time, that will have great appeal to today's consumers. Each model is available in two unique color variations.

"We have created something truly unique with the Best Under The Sun collection, full of Polaroid's own design archives, recreated fully in its authentic way using only high premium materials and premium polarized lenses," said Jerry Dreifuss, Global Marketing Manager at Polaroid Eyewear. "This new sunglass line is drawn from our experience and legacy within the industry that dates back to 1937 and features iconic, individual styles for iconic, individual people."

    
    Product Details:

    - 1930 "Swing" - Like good music, these sunglasses lift the soul. Crafted
      in ivory and translucent handmade acetate, the organic, flowing style 
      of the 30's has inspired many designers over the last six decades

    - 1940 "Victory" - This unique 1040s sports sunglasses style is recreated
      for the 21st century

    - 1950 "Broadway" - Art comes to life on Broadway! These late 1950s
      sunglasses are recreated with the latest laser technology in two-tone 
      acetate

    - 1960 "Memphis" - A forever frame, worn by '60s musicians and stars of
      the silver screen, this strong statement design has star appeal

    - 1970 "Flower" "Donna" and "Rebel" - Evoking the spirits of flower power
      and high fashion, these styles reflect the laid back lifestyle of the 
      '70s

    - 1980 "Image" and "Glam" - The epitome of the '80s, these lenses capture
      the large attitude of the decade in a fashionable manner

Polaroid Eyewear is showcasing the Best Under The Sun collection in tandem with its exclusive premier sponsorship of the highly anticipated New York Fashion debut for Richie Sambora's new clothing line WTB Clothing. Polaroid Eyewear's boutique will be held within the Style360 venue, (the Metropolitan Pavilion) in New York City from February 15-17, 2011. Polaroid Eyewear will be providing samples and demonstrations of the new collection at the boutique located inside the pavilion.

In addition, the full collection will be presented in Europe for the very first time during the MIDO show in Milan (March 4- March 6), at the brand new Polaroid Eyewear Best Under The Sun Booth in Hall 15, booth F02. In addition, there will be a preview of the Polaroid Grey Label GL20 Camera Glasses which were designed by Lady Gaga, Polaroid's Creative Director, and debuted during the Consumer Electronics Show in January, 2011.

Consumers will be able to purchase pieces from the Best Under The Sun collection beginning in early April 2011 through selected retailers all over the world, prices range from 70-100 Euro.

For further information about Polaroid Eyewear's Best Under The Sun collection, visuals of the collection and to sign up for the Best Under The Sun newsletter, go to: http://www.polaroidsunglasses1937.com or contact: info@polaroideyewear.com

About Polaroid Eyewear

Polaroid Eyewear is a world leader in optics and lens technology, manufacturing high quality polarizing lenses and distributing fashionable polarized sunglasses, optical frames, Reading glasses, Clip-Ons, premium circular polarized 3D glasses and licensed sunglass brands around the world. Polaroid Eyewear has a worldwide exclusive license for the Polaroid brand with PLR IP Holdings, LLC, the owner of the Polaroid brand. Demand for polarizing eyewear is rising steadily as more and more consumers come to realize the benefits of glare-free vision. Polaroid Eyewear has offices in the US, UK, Switzerland, Italy, Sweden, Russia, China and the Netherlands, as well as a comprehensive network of distribution partners around the globe. For more information, visit http://www.polaroideyewear.com and for all information about the Best Under The Sun collection, visit http://www.polaroidsunglasses1937.com.

About Polaroid

Across several generations, people regard Polaroid as one of the most trusted, well-respected and recognizable brands when it comes to instant photography. The Polaroid brand has been around for more than 70 years starting with polarized sunglasses, which then evolved into instant film, camera and camera accessories, marking the beginning of the well recognized Polaroid Classic Border Logo. In recent years, the Polaroid brand has expanded into flat panel televisions, portable DVD players, digital photo frames, digital HD camcorders, waterproof digital cameras and more. People can expect to see new Polaroid products that will deliver the fun, instant gratification and value for which the brand has long stood. For more information: http://www.polaroid.com

Polaroid and Polaroid & Pixel are trademarks of PLR IP Holdings, LLC, used under license.

    
    Contact:
    RENE THONI                         Jessica Francisco
    Polaroid Eyewear                   Weber Shandwick for Polaroid Eyewear
    info@polaroideyewear.com           jfrancisco@webershandwick.com
                                       +1-212-445-8027