Chances the glare without obscuring vision, and

Chances are you have come across them.Ray-Ban (https://www.ray-ban.

com) is a brand of sun- and eyeglasses foundedin 1937 by the American company Bausch & Lomb.  The brand is best known for their Wayfarer and Aviator linesof sunglasses. In 1999, Bausch & Lomb sold the brand to the Italianeyewear conglomerate Luxottica Group. Throughoutits seven-and-a-half decades, Ray-Ban has been instrumental in pushingboundaries in music and the arts: From James Dean to Audrey Hepburn to MichaelJackson, Ray-Ban has proven indispensible for cultural icons who don’t want tobe seen – but definitely want to be noticed.

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Ray-Banhas left an indelible mark on culture history.  1930s:All about Aviation  Asnew airplanes allowed people to fly higher and farther, many US Air Forcepilots were reporting that the glare from the sun was giving them headaches andaltitude sickness. Anew kind of glasses was introduced with green lenses that could cut out theglare without obscuring vision, and the Ray-Ban brand was born. Thisnew anti-glare eyewear went on sale to the public in 1937. Theoriginal glasses featured a plastic frame with the now classic Aviator shape.

Thesunglasses were remodeled with a metal frame the following year and rebrandedas the Ray-Ban Aviator. Itwasn’t long before the popularity of Ray-Ban spread from pilots to anyone withan outdoor lifestyle. In1938, the Ray-Ban Shooter waslaunched in both the green lens and the pale yellow Kalichrome lens, which sharpens detail and minimizes haze byfiltering out blue light, making it ideal for misty conditions. The”cigarette-holder” middle circle, designed to free the hands of the shooter, isthe signature of this icon.  Ray-Bancontinued to expand its catalog – and customer base – with the launch of the Ray-Ban Outdoorsman model thefollowing year.  Originallycalled “Skeet Glass” and designed for special groups such as hunting, shootingand fishing enthusiasts, the top bar and temple end pieces have been coveredthrough years with different materials, including nacre and calf leather.

 1940s:Aviation and More  WorldWar II saw American Air Force pilots continue to rely on Ray-Ban. Research anddevelopment resulted in innovations such as the gradient mirror lens, whichfeatured a special coating on the upper part of the lens for enhancedprotection, but an uncoated lower lens for a clear view of the plane’sinstrument panel.  Thoughdesigned for military use, these products and innovations resonated withcivilians who wanted to enjoy the same high-performance tools the pros wereusing.

 Militaryinfluence on fashion was undeniable: Army and Navy regulation t-shirts were astaple of 1940s fashion, and civilians eager to emulate pilots sported cool newsunglasses.  Ray-Banhad jumped decisively from military function to pop culture fashion—withoutlosing any of their trademark effectiveness.  1950s:Hollywood Glam  Inthe wake of WWII, Hollywood was having an increasingly powerful impact on whatpeople wore. The Ray-Ban Wayfarer modelwas launched in 1952, and once they had been seen on screen legends such asJames Dean in 1955’s Rebel Without aCause and later on Audrey Hepburn in 1961’s Breakfast at Tiffany’s, Ray-BanWayfarer became one of the most instantly recognizable fashionaccessories ever.  Allthe while, Ray-Ban continued to innovate.  Introducedin 1953, Ray-Ban Signet sunglassesfeature an eye catching gold or silver frame with horizontal bands at the nosebridge, front corners, and ear stems.

 Theoriginal Ray-Ban Signet wouldspawn multiple updates, including the 2011 Ray-Ban Johnny Marr’s Limited Edition customized by theguitarist for the legendary British indie rock band The Smiths.  Furtherinnovations of the 1950s included the G-15 gray lens (1953) – a neutral graylens giving true color vision and exceptionally comfortable protection even inmost dazzling glare – and a fourth metal frame style, the Ray-Ban Caravan (1957), a squarerversion of the Ray-Ban Aviator laterworn by Robert De Niro in 1976’s TaxiDriver.  Adedicated women’s range was introduced in 1958, including frames in differentcolors with decorative flourishes that kept pace with contemporary fashion.

 1960s:Revolution and Change  Embracingthe 1960s zeitgeist of change and revolution, Ray-Ban adapted right along withthe changing times. Fromroughly thirty models at the beginning of the decade, the catalog had expandedto fifty by 1969, including styles for men, women and children.  Ray-Banhad become the world’s leader in eyewear through its reputation for style andquality, from the glasses themselves to the specially made leather and vinylcases that protected them when not in use.  Ray-Bancontinued to create new styles and Hollywood stars continued to wear them. The Ray-Ban Olympian I and II were introduced in 1965 and wornby Peter Fonda in Easy Rider in1969.  Theframes feature a gently curving metal bridge and rounded rectangle lenses,reinterpreting a classic with a sleek and elegant twist.  Ray-Ban Balorama sunglassesemerged in 1968 and were famously worn by Clint Eastwood in Dirty Harry in 1971.  Meanwhile,Bob Dylan was rarely seen without his Ray-BanWayfarer, the dark lenses adding to his enigmatic non-conformist appeal.

 Additional1960s debuts were the angular, masculine Ray-BanMeteor and the cat eye-shaped Ray-BanLaramie.  1970s:Sporting Chance Discowas king in the 1970s, and disco meant dressing to impress, which oftenincluded cool shades-even indoors.  Bynow the eyewear market was becoming more sophisticated and had developed in twodistinct directions: sportswear necessity and fashion accessory.  Ray-Banlaunched two models, the Ray-BanVagabond and Ray-Ban Stateside,each with plastic frames and two types of lenses: the G-31 mirror lens and thestandard G-15 lens.  Re-introducedin 2010, the Ray-Ban Vagabond wasupdated with slightly teardrop-shaped lenses for a cool, retro look.  The1970s saw further product expansion and technical innovation: mountaineeringglasses with mirrored lenses and leather side shields were developed to reduceglare and protect the eyes from sun and wind.

 Ray-Banexpanded its offerings to include prescription eyewear as well as sunglasses.  In1974, the photochromic Ambermatic lenswas introduced, able to change color depending on light conditions.  The Ambermatic highlighted outlines andshapes, even on snow, and darkened especially intense light, making itparticularly good for winter sports.  1980s: Stage andScreenIn the decade of arcade games, MTV, andthe Brat Pack, Ray-Ban was one of the must-have brands. In the movies, therewere leading roles for Ray-BanWayfarer in The Blues Brothers (1980)and Risky Business (1983). Top Gun (1986) took Ray-Ban Aviator back to their fighterpilot roots, boosting sales of the Ray-Ban original.  MichaelJackson established his signature look when he showed up at the 1984 Grammys ina pair of Ray-Ban Aviator. Butit was Ray-Ban Wayfarer hechose for his epic Bad tour,which ran from 1987-89 and became the highest-attended tour in history.

 1990s:A New Era for Ray-Ban  Ray-Bancontinued to be a movie favorite in the 1990s: the Ray-Ban Clubmaster was worn by Denzel Washington in Malcolm X (1992) andTim Roth in Reservoir Dogs (1992). 1997 saw Will Smith and Tommy Lee Joneswearing Ray-Ban Predator in Men in Black while Johnny Depp wore apair of Ray-Ban Shooter in1998’s Fear and Loathing in Las Vegas. In1999 Luxottica Group acquired the Bausch & Lomb frames business, includingthe brands Ray-Ban, Arnette, Killer-Loop Eyewear and REVO.  2000s:Culture and Communication  Majorexpansion of the Ray-Ban brand in 2003 included Ray-Ban Optical for prescription lenses and Ray-Ban Junior for children. Ray-Ban Optical drawson the brand’s pop culture heritage and meticulous craftsmanship to createcontemporary eyewear infused with Ray-Ban lifestyle and quality.  Thefirst sunglass collection dedicated exclusively to kids aged 8 to 12 years, Ray-Ban Junior focuses on maximum eyeprotection while providing stylish, comfortable frames.  In2005, Ray-Ban Junior expandedto include models made entirely from titanium for a hypoallergenic andlightweight yet sturdy option.  In2006 came a complete overhaul of the Ray-BanWayfarer.

 Musicphotographer Mick Rock was commissioned to create a new series of photos, Ray-Ban Uncut: the Wayfarer Session,with indie rock music luminaries such as Peaches, James Murphy of LCDSoundsystem, Bobby Gillespie of Primal Scream and Johnny Marr of The Smithsreinterpreting the updated eyewear classic.  In2007 Ray-Ban launched the NEVER HIDE campaign, an innovative global media planhighlighting Ray-Ban’s unique ability to place the Ray-Ban wearer at the centerof attention with a timeless cool statement.  NEVERHIDE kicked off with an interactive project in NYC’s Times Square featuring 12screens displaying images submitted by Ray-Ban wearers who wanted to expressthemselves honestly and spontaneously at “the crossroads of the world.

”  Theimages were then displayed in a gallery on so that the NEVER HIDEexperience would continue worldwide, showcasing Ray-Ban’s ability to celebratethe individual and the movement.  Ray-Ban Remasters waslaunched in 2008, an ongoing series of multimedia collaborations. Thefirst project featured eight international musical acts, including The Kills,Black Kids, Ladyhawke, Ipso Facto and Paolo Nutini.

 Eachrecorded a cover of a song of their choice from the 1950s and 1960s – thedecades that inspired the Ray-Ban Clubmaster – and performed it live at gigs inNew York, Beijing and Milan.  Ray-Banre-works its most iconic models in an explosion of fresh color for 2009 with Never Hide Colorize CommunicationCampaign.  Ray-Ban Wayfarer Colorize Kit allowed fans to create their own unique pair of shades.  Thekit contained a pair of white Ray-BanWayfarer along with stencils and five markers specially designed forcoloring the surface of the frames.  Additionalrecent Ray-Ban Wayfarer updatesinclude models featuring designs printed on the interior of the frames, such asthe NYC subway map and striking oral and striped patterns.  Thecolor palette is extended with Ray-BanRare Prints series features trends in pop culture, cinema, andadvertising, and is available in two themes: “Comics” and “Button Pins.”  Ray-Banre-affirms its leadership in innovation and technology by giving birth to a newsegment within the collection.

 The Ray-Ban Tech Carbon Fiber Collection incorporatesthe extraordinarily sturdy yet extremely lightweight quality of carbon fiber.The collection features wraparound temples composed of seven carbon fiberlayers, resulting in extremely lightweight, flexible, and exceptionally durableframes. TheP3 (polycarbonate) and P3PLUS (crystal) lenses guarantee exceptional polarization and morevivid and high-definition colors.  Ananti-reflective coating is also applied to eliminate glare and provide fullprotection from harmful UV rays.  2010s:Updates, Advances and Celebrating 75 Years  In2010, it was the Ray-Ban Aviator’s turnback in the spotlight. Renowned rock photographer Kevin Cummins shot musicicons past and present – including The Virgins, The Big Pink, We Are Scientistsand Iggy Pop – wearing various models from within the Ray-Ban Aviator family.

 2011saw the launch of Ray-Ban Light Ray,a new sunglass and prescription eyewear collection that expands the TechSegment.  Ray-Ban Light Ray prescriptionframes are constructed with a hypoallergenic, durable, flexible, and incrediblylightweight titanium alloy. Further,each pair of Ray-Ban Light Ray sunglassescomes with a kit of three interchangeable lenses for users to personalize thelook of their glasses every day.  Ray-Banhas recently unveiled its most celebrated models reinterpreted with a moderntake.  Originallylaunched in the ’80s, the feminine Ray-BanCats 1000 were recently reintroduced with an elongated and roundeddesign in an array of bright and bold colors, including three differenttwo-tone variations and a smoky lens.  Themasculine Ray-Ban Cats 5000 receiveda similar update, including two-tone models of purple and white, gray and blue,and pink and black. Ray-Bancontinued to update the classics in 2011 by re-introducing three lens colorsfrom the 1960s – pink, blue and green – for the Ray-Ban Round, Meteor andLaramie models.  Thefollowing year, Ray-Ban introduced twenty new gradient lens colors, including anumber of bi-gradient color combinations.

OnMarch 21st, 2011 thousands of Ray-Ban fans gathered in prime locations aroundthe globe – Shanghai, Delhi, Istanbul, Rome, Berlin, Paris, Barcelona, London,New York, Austin, Rio de Janeiro and Cancun – to celebrate a groundbreakingevolution of the NEVER HIDE campaign.As one of the leading digital events to date, visitors were photographed andstreamed live at while performing at the NEVER HIDE event locationsworldwide.

Asan integrated approach, fans could also share their photos with friends and on Ray-Ban social network fan pages, reaching over 10 millionFacebook users through feeds of Ray-Ban posts.  2011also saw musicians mobilize for Ray-Ban: Johnny Marr, guitarist for indierockers The Smiths, developed five diverse elements challenging up-and-comingrock acts – Au Revoir Simone, Best Coast, Carsick Cars, Mona and Tom Vek – towrite their own track using those as inspiration.  Inaddition, Marr inspired and helped design his own model, Ray-Ban Johnny Marr’s Limited Edition:1,500 numbered gunmetal Signet withlight blue lenses signed “Johnny” on the temple tip.

 Whilestyle and a connection to culture are key to Ray-Ban’s success, technology hasalways driven the brand.  Theorigin of Ray-Ban lies in a technological response to a challenge facing pilotsover 75 years ago and Ray-Ban continues in 2012 to embrace technology as itdevelops new models for the future.  Themost recent technological advance for Ray-Ban is the incorporation ofLiteForce, a cutting-edge material (thermoplastic) that has provided solutionsfor the automobile, aerospace, electronics, and medical industries. Applied tothe iconic Ray-Ban Aviator model,LiteForce offers the same strength as a traditional frame and even greaterflexibility.  In2012, Ray-Ban celebrates its heritage with its “Legends” CommunicationCampaign, featuring a profile of a real person from every decade of Ray-Ban’sexistence, and the campaign image they inspired.  Sevenshots illustrate seven decades from the 1930’s to today, showing how Ray-Banhas always been at the forefront of cultural change, inspiring those who shareits ethos to NEVER HIDE.

 Summa summarum: Throughevery decade of its existence, Ray-Ban has shaped popular culture and more than75 years after the first pairs of Ray-BanAviator helped US pilots reach new heights, Ray-Ban remains an enduringclassic.  Mytrusted Ray Ban companion of the current season on terra australis is the newChromance model: When extraordinaryvision relies on pioneering design and high performance features, Ray-Ban alwayssteps up to the challenge: The revolutionary experience of Chromance lenstechnology combined with total style.

The bold profile ofthis new squared shape with exclusive new lenses takes game changing, highperformance vision to a whole new level. Available in tones of matt black ortortoise and shiny gray, this super lightweight, flexible nylon fiber frameflaunts revolutionary Chromance lenses in bright blue flash or mirror shades,which maximize contrast and enhance color perception for a brighter, perfectlyclear vision. Chromance lenses fine-tunelight, making everyday colours brighter, clearer, and more extraordinary. The special six layers anti-reflectiontreatment help maximising contrast, granting more details in texture andcontour. Chromance lenses also eliminatereflections and glare with polar filters, ensuring clarity in vision.


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