American Optical announces the launch of six new styles as part of its brand relaunch, aiming to blend vintage aesthetics with modern design while honoring its rich heritage.

American Optical, a prestigious eyewear brand rich in heritage and renowned for its American craftsmanship, has launched six new styles in its ongoing brand relaunch, set to enhance its already expansive collection. This new release is part of an initiative that was first kick-started in 2020, showcasing 20 sun and 20 ophthalmic styles, and aims to reaffirm the company’s dedication to premium quality and design.

The newly introduced styles will debut in March 2025, featuring a blend of vintage-inspired aesthetics and refined silhouettes, designed to cater to modern tastes while paying homage to the brand’s storied past. Each frame is crafted with precision at Europa’s eyewear factory, located just outside of Chicago, ensuring adherence to high-quality production standards.

American Optical holds a significant place in American history. Not only did it produce the first sunglasses worn on the moon, but it has also been favored by notable figures including President John F. Kennedy. Since its acquisition by Europa in 2019, the brand has continued to expand its offerings, emphasizing the use of premium materials such as handcrafted Italian acetate and luxurious metal plating.

Scott Shapiro, Europa’s Executive Director of Industry Relations, commented on the relaunch, stating, “American Optical represents the pinnacle of American craftsmanship and eyewear design excellence. Our heritage spans nearly two centuries, but we’re not resting on our legacy. We’re reinvigorating an iconic American brand while setting new standards in the premium eyewear market. This is more than a relaunch—it’s a renaissance of American eyewear craftsmanship.”

The new collection includes:

• Quinn and Emerson: These styles are inspired by the 1950s and feature modern prescription frames. Emerson marks the introduction of American Optical’s first crown panto silhouette in the 21st century, while Quinn offers a polished, classic look intended for women.

• Adams and Hadley: These sun frames, crafted from luxury acetate, are designed to be stylish yet unassuming.

• Racer and Margot: These frames celebrate 90 years of American Optical’s iconic aviator style, bringing a contemporary flair to a classic design.

In addition to the new styles, American Optical will introduce new SunVogue™ lens colors, such as Blue, Wine Gradient, and Navy Gradient, alongside AOLite™ Nylon lenses that come in both polarized and non-polarized options, ensuring users benefit from clear vision, lightweight comfort, and complete UV protection.

Melanie Burns, VP of Product, highlighted the significance of the new additions, saying, “With these new additions, we struck a careful balance between our timeless aesthetic and forward-thinking designs. The expanded color palette and refined silhouettes reflect our commitment to honoring our past while designing for the future. These frames are more than just accessories—they’re statements of enduring quality and effortless style that resonate with today’s eyewear customers.”

American Optical’s long-standing reputation has established it as the eyewear brand of choice among eyecare professionals for nearly two centuries.

Europa Eyewear, the parent company of American Optical, is one of the largest independent eyewear designers and manufacturers in the United States. With a diverse portfolio that includes 11 distinct brands, it emphasizes high levels of service and product quality, with its frames meticulously made in the Chicago area to meet the demands of the optical market.

Source: Noah Wire Services