Signature Eyewear relaunches Dakota Smith Los Angeles, a completely new collection designed for a male “psychographic” that is young in spirit and original in thinking. Frames are made of monel/nickel silver combos, punched stainless steel and rich handmade zyl. Key to the multi-cultural sensibility of the line is a “democratic bridge fit,” which consists of adjustable pad arms with silicone nosepads on the metals and specifically designed laminated acetate pads on the zyls. Vintage shapes include wayfarer and clubman styles with gothic cross logo plaques on the temples and tooling details on the temple tips. 


PHILOSOPHY: “Designed to meet the needs of that much coveted, but unquestionably underserved segment of the optical market, 18- to 35-year-old trendsetting men, Dakota Smith Los Angeles combines a modern aesthetic with iconographic elements that define ‘urban cool,’” says Jim Sepanek, designer Dakota Smith Los Angeles. “Clean, modern fronts are combined with vintage décor elements to convey an attitude that is both original and cool. Yet the Dakota Smith L.A. collection price points are attainable, making the eyewear accessible to a large part of the market.”

MARKETING:
POP materials include display elements, posters, countercards, door signage and logo plaques with a vintage luggage motif. Some packages include a vintage bag that can double as luggage.

PRICE POINT:
$$$. For additional information, contact Signature Eyewear, (800) 765-EYES; web site: www.sigeye.com

INSIGHT
The tag line for the new Dakota Smith Los Angeles collection is “Through the Eyes of Dakota Smith,” which evokes a feeling of exploration both figuratively and literally—hence the vintage luggage motif.