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LUXOTTICA ADR : Oakley Introduces Ultra-Premium Product Collection

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11/11/2009 | 08:05am EDT

FOOTHILL RANCH, Calif., Nov. 11 /PRNewswire/ -- Oakley, Inc. today announced the introduction of an ultra-premium product collection called Elite. The groundbreaking innovations in the new collection represent the pinnacle of product design, bringing the ultimate in technology and aesthetics to discerning consumers who demand the very best.

(Photo: http://www.newscom.com/cgi-bin/prnh/20091111/LA09252)

(Logo: http://www.newscom.com/cgi-bin/prnh/20080828/LATH022LOGO)

"Oakley earned its authenticity with more than 600 unique patents in product design, and the Elite icon represents the most innovative concepts we have ever envisioned," said company president Colin Baden. "Over the decades, Oakley breakthroughs have been developed into highly successful products. In some cases, the innovations never found commercial application because the designs were too radical for consumers to grasp, or the projected price points would have narrowed demand and made development unfeasible. The Elite collection allows these revolutionary designs to reach consumers, albeit in extremely limited quantities," Baden concluded.

Products in this ultra-premium collection are so unique, a special Elite icon was created to sign them with authenticity and differentiate them from other products. Releases in the new design family will span the range of Oakley product categories, and premier introductions include Oakley Elite C SIX(TM), Elite C SIX Aluminum and Elite Pit Boss(TM) sunglasses, as well as the Elite Time Bomb® II wristwatch and the Elite Assault Boot(TM).

Elite products blend oldworld craftsmanship with world-class design innovation that pushes the limits of technology. With a frame made of carbon fiber, Oakley's new Elite C SIX(TM) sunglasses are a prime example. The moniker comes from the fact that carbon (the "C" in the name) is the 6th element in the periodic table, hence "C SIX." Thinner than a human hair yet stronger than high-tensile steel, carbon fiber is blended with resins and assembled into structures 40 layers thick. These structures are sculpted with more than 24 hours of continuous machining utilizing five-axis Computer Numeric Controlled robotics. The process creates a unique topographical map of the layers and weaves of carbon fiber, an aesthetic like nothing ever seen in the realm of eyewear. All this state-of-the-art production is followed by hand assembly with interior structures of Beta Titanium, elements that provide the flexibility of memory metal for comfort and fit.

The term "elite" applies both to the design family and to those who will acquire these rarities, as quantities of certain products may be extremely limited.

The Oakley Elite C SIX(TM), Elite C SIX Aluminum and Elite Pit Boss(TM) sunglasses, as well as the Elite Time Bomb® II wristwatch are available for purchase at select ILORI boutiques. Select pieces of the Elite product collection are available at select Oakley Stores nationwide.

Visit http://oakley.com/elite for more information on Oakley's new Elite collection of ultra-premium products.

About Oakley, Inc.

Established in 1975 and headquartered in Southern California, Oakley is one of the leading sports brands in the world. The holder of more than 600 patents, Oakley is continually seeking problems, solving them with inventions and wrapping those inventions in art. This philosophy has made Oakley one of the most iconic and inimitable brands on the market, with innovations that world-class athletes around the globe depend on to compete at the highest level possible. Oakley is famed for its insuperable lens technologies such as High Definition Optics® (HDO®) which is incorporated into all Oakley sun and prescription eyewear, and goggles. Oakley has extended its leadership position as the world's leading sports eyewear brand into apparel, footwear and accessories collections. Laser focused on the consumer, Oakley has both men's and women's product lines that target Sports Performance, Active and Lifestyle consumers. Oakley is a subsidiary of Luxottica Group (NYSE: LUX; MTA: LUX). Additional information is available at www.oakley.com.

SOURCE Oakley, Inc.

© PRNewswire 2009
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