Silhouette is hoping to pick up on the resurgent interest in sunglasses with a departure from its minimalist roots in an eclectic range designed just for the sun.
'We have gone in a new direction when it comes to sunglasses,' said marketing manager Jeremy Lanaway. He said that while the firm's sunwear used to fit in directly with the ophthalmic products it now had products designed exclusively for the sun market.
There are 16 new models across two ranges gathered under headings for sports and a more fashion-oriented audience. Most take Silhouette's expertise in three-piece and titanium frames as a starting point although more substantial styles are included.
Quality lenses also feature high up the agenda, according to Lanaway. 'Silhouette has always been an ophthalmic brand,' he said, adding that customers have to be assured that one of the main functions for sunwear is ensuring the health of the eyes. Alongside the point of sale support for the new designs will be UV and polarisation information on each lens.
The move to introduce sun-only products has also seen the launch of a minimalist optical clip insert for those requiring correction. Lanaway said the firm would also be looking to expand its distribution channels for its non-ophthalmic products, although optical customers would also get the full range of sunglasses.