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Christian Roth Revamps Web Site, Launches E-commerce

The luxe eyewear brand is turning 30 with a whole new look.

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OPTICAL AFFAIRS: Luxe eyewear brand Christian Roth — the first in its category ever to be inducted into the Council of Fashion Designers of America — is turning 30 with a new look. With the help of New York-based creative agency EquancyNo11 and Marc Pellerin Design, designers Christian Roth and Eric Domège have relaunched their Web site, now featuring e-commerce with a pop-up shop containing exclusive items and curated collections. The site introduces the brand’s latest capsule collection, Block-On, with 10 styles at $850 each, as well as an assortment of rare and vintage collectibles, such as a pair of Seventies Futura 462 Silhouette frames for $3,300. Proceeds from both collections will benefit OrphanAid Africa.

Additional curated collections include a selection of “greatest hits” from the brand’s 30 years in business, as well as an edit of the designers’ favorite looks from their Asia’s First Choice collection launched by BCD in an expansion deal the brand inked in 2011. The site’s contents, which will also be shared through social media, are slated to revolve on a constant basis.