Tom Ford uses controversy and provocation in his 2010 eyewear campaign.

Tom Ford’s latest campaign for his 2010 Eyewear S/S collection has caused a stir. The designer, who has recently directed A Single Man, uses nude supermodel Carolyn Murphy and British Actor Nicholas Hoult, who coincidently starred in Ford’s recent film, to advertise his famous eyewear collection for this season.

Bolle athlete Marie Dorin wins a medal on the first day of the Winter Olympics!

The 1st day of the Olympics and already a medal for Bolle athlete Marie Dorin, bronze medallist in the biathlon sprint race of 7.5 kilometres! This is especially an accomplishment for Marie, 23, her 2nd season at the highest international level.

Smith Ski Team takes home a 1st and 3rd at Dew Tour stop #2

The second stop of the 2010 Winter Dew Tour rolled into Snow basin, UT last weekend and the Smith Team showed up ready to ski. The athletics took advantage of near perfect weather, and massive crowds donned to slopes to show their support.

Tom Wallisch - Worlds Number 1 Slopestyle Skier joins the Scott International Ski Team

On October 29 2009, after months of speculation, Scott put the rumours to rest and announced that Tom Wallisch, the worlds number 1 Slopestyle Skier and creator of the illest edits, had become the newest member of the Scott International Ski Team.

At just 22 years old, Tom has proven that he is a force in slopestyle.

Smith Optics November Featured Athlete : Bobby Brown

Bobby Brown is coming off a breakout season in 2009 in which the 18 year old skier busted onto the scene with a victory at the Breckenridge stop of the Dew Tour, a gutsy X Games performance, and a season of filming with MSP Films. These impressive accomplishments earned Bobby a ton of accolades, including the Smith Optics November Athlete of the Month!

Bolle and the Louis Vuitton Trophy Cup

The Louis Vuitton Trophy Cup is one of the most famous and prestigious competitions in the world of yachting because of its relationship to the America's Cup.

For 2009, Bolle and the Sardinian Yacht Club Costa Smeralda (YCCS) go into partnership.

The Oakley Arctic Challenge

The 10th annual Oakley Arctic Challenge, or TAC as its known throughout the Snowboarding world, is coming up soon, the event kicks off with the quaterpipe contest on New Years Day.

Starting out as a small pilot project back in 1999, TAC has continuously grown over the last ten years and is now established as one of the greatest snowboard events in the world, gathering some of the best riders in the world for competition.

Police sunglasses announced the winner of their competition

Police sunglasses have announced the winner of the “ARE YOUNIQUE? TEST YOURSELF” competition, ended officially on Thursday 17th September.

The winner is Andrea Garbolino, a young man from Settimo Torinese, with a plucky metropolitan style and a personality that falls singularly in line with the Police lifestyle.

Bolle is an official supplier of the Alpine World Ski Championships

Val D'Isere is made famous every year as the host of the Alpine World Championships, an event that attracts 100's of professional skiers and spectators. For 2009 Bolle became one of the official suppliers of Val d'lsére and were delighted to contribute to the success of such a popular event.

Eric Willett has been working his way to the top in the snowboard world with an exceptional 2008-2009 year. Willett placed first in the Dew Tour Rail Jam in Breckenridge, fifth at the Dew Tour Slopestyle in Mount Snow and eighth overall for the tour. Known for his smooth, technical style, Willett has been right back to work travelling to New Zealand for the first stop of the Burton Open Series.

This infamous event was on standby for the past 8 years but thanks to the hard work of Tony Harrington and others it has been resurrected. Based out of Lake Hawea, New Zealand, the scenic backdrop became HQ for all event activities. On Aug 28th some of the world best skiers and snowboarders, including Smith Optics sponsored athletes, Ted Davenport, Sam Foster and Geoff Small, arrived at the Lake Hawea Hotel.

The Givenchy 2010 Sunglasses collection, in line with the brand’s creative concept, is aimed at the woman who demands a strong personality with all of the charm of true femininity, sophistication and subtlety. The colours proposed are subtle, warm and refined, with feminine contrasts between gloss and glazed finishes.

Oakley is one of the biggest names in the sunglasses business, and Oakley sunglasses have featured in numerous blockbuster movies over the years, with stars seemingly clamouring to be seen in their stylish models.

The England and Wales Cricket Board revealed that their players would now have the winning edge due to leading technology from adidas eyewear.

Research showed that adidas Light Stabilising Technology (LST™) lenses reduce the amount of blue light (glare) and engineer the light entering the players’ eyes so that red is enhanced. 28% higher ball visibility is therefore achieved as background colours are subdued and the ball appears to ‘pop’ out.

Bolle launches a new Polarized Marine Collection.

Bolle’s collection of sunglasses featuring new marine lenses combines anti-glare polarized technology and a hydrophobic treatment that repels water, fights smudging and resists contaminants. The Marine sunglasses are available with two lens colours, polarized Offshore Blue or polarized Inland Gold.

Police are sponsoring an Italian, young, motor racing promising talent, Edoardo Piscopo, currently competing, at only 21 years old, in the Formula 2 championship.

Serengeti sunglasses won one Golden Silmo with the Polar PhD lenses, for the 16th edition of the Silmo d’Or. Every year, this award honours the latest technological and creative advances in the optics and eyewear sector.

Taking a leading role in the widest range of sports all over the world, Rudy Project’s eyewear technology has arrived in the sport of of cricket.

Police, as a lifestyle brand, is synonymous with the 'iconic' male. The recently released video for 'Tiny Dancer (Hold Me Closer)' showcases, International Urban Superstar, Ironik's choice of sunglass from the 2009 Police collection.

Technology, performance and protection: Rudy Project goes aboard the TP 52 Italian Audi Q8, the regatta boat committed to the most difficult

The contemporary upper class brand.

The new Givenchy 2009 sunglasses collection is a melting pot of classic and modern styles, represented by the famous 4G logo,

Alongside his win at Wengen, Didier became legendary in the world of skiing by winning the men's downhill world cup in Kitzbuehel. After six years of patience he is back on top with a rare Wengen-Kitzbuehel double.

Oakley, with their culture defining Mad Science from Orange County, California, are coming back to Vision3k.

Created for world-class athletes who see the limits of possibility as just another challenge.

Bolle launches a new women's collection inspired by the latest fashion glamour trends. This ulra feminine collection combines fashion and technology to perfection.

The adidas adiZERO sunglasses, brand new for summer 2009, and designed specifically to meet the demands of runners.

This technically comprehensive, non-slip, sunglass model is available in two sizes to suit all requirements.

Following a prolonged campaign on international cinema and sports stars, the Police fashion house has decided to abandon this consolidated strategy and to focus on the pluck and uniqueness of young, real-life people.

The Roberto Cavalli Corallo RC441s set to be the must-have item for next year. The unique design of this sunglass, which is why the frame stands out from the rest is due to Cavalli's continued use of animal prints which is found on so many of his sunglasses.

With the launch of 'Quantum of Solace' this month, starring Daniel Craig, we find the 007 agent wearing a pair of stylish sunglasses designed especially for the film by Tom Ford. These limited edition frames, which are a must for the coming season, come in an aviator style sunglass with leather tips, reflecting the sophistication found in Bond.

Celebrity's most important accessory whether rain or shine is a pair of sunglasses. The bigger the better they say! Whether this is to hide from the paparazzi or the glaring sun - they always look stunning.

Rudy Project has won the most prestigious award – Outside magazine’s gear of the year award for the Zyon with ImpactX photo polar technology.

Bolle has launched a new range of sunglasses for 2008 in order to celebrate the past 120 years and also to look towards the future and continue their success by combing performance with style.

Athletes, Gabriela Leite and Magno Pacheco, sponsored by Mormaii, achieve two victories and bring important titles for the team.

Adidas Originals eyewear wins the prestigious EYEWEAR OF THE YEAR 2008 award at the IOFT (international optical trade fair) in Tokyo with the exciting and innovative fashion street model, SURIA ah13.

Guilly is sponsored by Mormaii and uses the equipment of this Brazilian brand. Kitesurfing on waves is a relatively new sport in Brazil and is taking off very powerfully with Guilly Brandão, 27 years old. He has just won his second world title in the Wave Riding category.

Adidas has, for the very first time, launched all their products worn by the 2008 Olympic athletes and made them available to buy. The sunglasses have been produced with the althlete in mind and are designed with rugged, innovative features.

Powerful UV light and blue light can be very harmful to the eyes. There is also troublesome and irritating glare caused by sunlight reflecting up from certain surfaces such as water or (wet) roads. These reflections result in even more harmful UV and blue light reaching the eyes.

In spring 2008 a team of adidas representatives travelled to India to carry out intensive testing of the adidas sunglasses range with the England Lions Cricket Team. Following a series of tests in various cricket simulations and light conditions, two frames were selected; the adidas Adivista and the T-Sight in combination with LST lenses.

Silmo, one of the leading optical trade fairs worldwide, holds the prestigious Silmo d’Or awards annually in conjunction with the Silmo fair. The adidas agilis a163 was able to convince the jury of its undeniable foothold in the sport eyewear category.

A relaxed glimpse towards the sun is made possible with the sunglasses 2008 Collection by Silhouette. For the best and most intelligent protection against the dangerous rays of sunshine also represents relaxation for the eyes.

T4 on the beach 2007 kicked off in Weston-Super-Mare in true summer festival style with an array of established musical talents and rising stars, also there were the Adidas team, with the exciting new Adidas Originals sunglasses range.