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Posted on 14th Mar 2011 @ 2:46 PM

At MIDO, the leading international fair in the eyewear sector, Polaroid Eyewear presented three new product lines, demonstrating to the eyewear industry the company’s strong legacy and innovative drive. 

Polaroid Eyewear’s new Best Under The Sun heritage sunglass collection, that was featured already at Fashion Week in New York in February and was now introduced for the very first time to the European market, showcases ten modern-day frame reproductions of Polaroid Eyewear’s most iconic designs from the 1930s to the 1980s. At MIDO, Polaroid hosted a cocktail event celebrating the launch of the collection; including models adorned with the Best Under the Sun frames from various decades and corresponding outfits and music to reflect the signature fashions of that time.

Also previewed at the MIDO show were the Polaroid Grey Label GL20 Camera Glasses, designed by Lady Gaga, Polaroid’s Creative Director. Revealed at the Consumer Electronics Show in Las Vegas earlier in the year, the glasses made their debut to the optical world at MIDO and reactions were thrilling.

Polaroid Eyewear also presented its new Premium 3D Eyewear collection that feature “passive” or “circular polarized” 3D technology, a type of 3D technology that is expected to become the standard for home 3D television, gaming systems and PCs. The Premium 3D  Eyewear line enables high quality, affordable 3D viewing in movie theatres or in the home, providing style and comfort to avid 3D fans. The new 2011 frame styles from the collection shown at MIDO will be available in summer 2011.

Speaking at the MIDO show during the cocktail party, Benjamin Kohler, General Manager of Polaroid Eyewear, noted, “these three product lines truly embody the rich heritage of Polaroid in the world of fashionable eyewear, while also speaking to our innovative drive toward the future.”

Jerry Dreifuss, Global Marketing Manager of Polaroid Eyewear added after the Mido Show: “This has been our most successful MIDO show ever, with major buzz and interest from trade partners, journalists and the entire optical industry”, “It is an exciting time for Polaroid Eyewear, and with so much to offer we look forward to continuing to wow people with new product developments, fashionable styles, and great events.”

Polaroid Eyewear’s next endeavour is the Spring 2011 Monster Ball Tour starring Lady Gaga. Polaroid Eyewear’s Best Under the Sun, “fashion-through-the-decades” inspired sunglass line will be featured throughout the Monster Ball Tour.  Concert-goers will have an interactive experience with the Best Under the Sun line, having their pictures taken on-site with the ability to go online afterward (Polaroid.com and polaroidsunglasses1937.com) and view their snapshots.

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: www.polaroidsunglasses1937.com  or contact: info@polaroideyewear.com. For further information on and visuals of Polaroid’s Premium 3D Eyewear and the Camera glasses designed by Lady Gaga, go to www.polaroideyewear.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 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.  
Polaroid Eyewear is part of the global StyleMark group which, additionally to the brand Polaroid, also markets brands such as BMW, Hello Kitty, Nine West, Disney and Revlon.
For more information: www.polaroideyewear.com

Polarization
Daylight travels in waves oscillating in all directions of three-dimensional space. Polarized light also travels, but mostly moves in two dimensions: horizontally and vertically. Vertical light brings useful information to the human eye, enabling us to see colours and contrasts, while horizontal light simply creates optical noise or glare. Where light strikes a non-metallic surface such as water it often reflects primarily in a horizontal plane. This creates a high concentration of glare which can be selectively blocked only by a good quality polarizing filter. Polarizing lenses selectively filter out the horizontal light, thus eliminating glare. Wearing Polaroid sunglasses means:
 Glare-free vision
 Clear contrasts
 Natural colours
 Reduced eye fatigue
 100% UV protection

Thermofusion™ Technology
Thermofusion™ Technology is the new innovative lens production process developed exclusively for Polaroid Eyewear.  It is used to create premium polarized UltraSight™ lenses which perfectly protect the Polaroid polarizer at the core of the lens. Thermofusion™ Technology creates lenses that are optically correct and block glare with great efficiency.  Apart form the perfect glare-elimination, the new UltraSight™ lenses also provide better scratch-resistance, impact resistance and ensure 100% UV 400 protection.

With other polarized lenses, the optical quality of the lens can be compromised during production – Thermofusion avoids this by protecting, shaping and tapering each lens during production, delivering exceptional optical quality lenses. This is why the new UltraSight™ lenses now featured in all Polaroid sunglasses exceed all international standards.  New UltraSight™ lenses from Polaroid offer exceptional protection and perfect vision.

Promoting sustainability
As part of the company’s commitment to the environment, innovation and technology, Polaroid Eyewear is an official sponsor and sunglasses supplier to PlanetSolar™, a ground-breaking project promoting the potential of renewable energy. PlanetSolar has an ambitious goal – to sail around the world using solar power alone.  Along the way, it offers educational exhibitions to explore better ways to protect our planet. Polaroid Eyewear is proud to support this great venture. www.planetsolar.org

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, visit www.polaroid.com  

Polaroid, Polaroid & Pixel, Polaroid Grey Label, and Polaroid Classic Border Logo are trademarks of PLR IP Holdings, LLC.