SMITH Optics Australia, in conjunction with Safilo Australia, is forming a world-first partnership with Melbourne’s CR Labs for the production and supply of SMITH ChromaPop prescription sunglasses.
Launching on 1 August 2023, the joint commercial initiative is exclusively available in the Australian market.
SMITH – a global leader in eyewear and headwear protection since 1965 and headquartered in Portland, Oregon – is best known for its market share in snow goggles and helmets. The brand has recently taken a significant strong hold in the outdoor, water and cycling eyewear channels, particularly with the launch of ChromaPop proprietary lens technology, which the company says offers wearers sharpness and contrast of colours.
ChromaPop lenses are designed to filter light at two specific wavelengths, eliminating “colour confusion” for the brain, and ultimately recognising true colour faster, regardless of lens tint.
“We are excited to bring ChromaPop sun lens technology to prescription eyewear and are thrilled to be able to do it with a local company,” Safilo senior director Mr David Pearson said.
“CR Labs is a testament to Australian manufacturing, and we believe the combination of leading technology and quality local surfacing, coating and fitting capabilities will make SMITH ChromaPop sunglasses a leader in the Australian market.”
CR Labs, located in Melbourne, is the first external lab, globally, to be authorised to produce ChromaPop prescription lenses, after completing a rigorous production testing and qualification process.
According to Safilo, CR Labs’ commitment to innovation, quality and customer service, makes the partnership a natural fit for SMITH which shares similar values.
CR Labs will supply the complete SMITH ChromaPop sunglass through independent optical practices, available in a range of SMITH sunglass designs matched with five ChromaPop lens colours, covering outdoor activities and light conditions.
“Our mission has always been to help Australians see better through cutting edge technologies, high quality products and trustful relationships,” CR Labs CEO Mr Adam Fletcher said.
“The partnership with SMITH fits all those criteria and we believe will provide superior quality outdoor vision, exceptional value for money, and meet the expanding and changing needs of prescription sunglass eyewear.”
The program will be backed by a patient marketing and education campaign, including the support of local SMITH Athletes Molly Picklum (surfing) and Tess Coady (snowboarding).