Featuring frames
M
aking sports Fabio
sunglasses as well Capello:
as frames, the The face of
Zerorh+ brand Zerorh+
seeks to occupy with
what it believes to Optician
be a unique niche in the market. reporter
Promoted as ‘Pure sports luxury’, the Alex
technologically advanced, functional Thomas
frames are sophisticated and sporty.
Launched in 2001, Zerorh+ is
naturally positioning itself as a direct
rival to high-end sportswear brands
such as Oakley and Adidas. While its
brief history means Zerorh+ is not yet
at the level of celebrity as these names,
it is closing ground rapidly, thanks in no
small part to the principal weapon in its
The legend of Zerorh+
marketing arsenal – Fabio Capello. Despite being a relative newcomer to the arena of
The England football manager has
been the face of Zerorh+ since 2001, sportswear, Zerorh+ has ambitions to rival the biggest
modelling the frames in its advertising players in sports eyewear, as Alex Thomas discovered
and appearing at publicity events.
‘Together we grew up and we have a
very strong relationship,’ Capello told Yet it was not because of Capello lifetime guarantee, Zerorh+’s redline
Optician. Full of praise for the brand’s that Zerorh+ was launched here, the gives UVA and UVB protection for a
‘very high quality products’, that he timing was purely coincidental. ‘We’d host of sports. These include mountain,
claims ‘fit like a suit’, Capello chooses already agreed to take on the brand water and snow sports, as well as
his own frames from the collections and before Capello was given the job,’ cycling and golf. Designs are made
contributes suggestions on design. explained Johnson. ‘We decided to take from either grilamide and titanium,
Capello also disclosed that he liked to the product because of its design and titanium, aluminium, or an ultralight
wear his lucky red Andro glasses when quality and because we knew it would material. They can be fitted with the
supervising his teams. sell.’ interchangeable See polar, sea, ice, fast,
His appointment as England manager However, she concedes that Capello’s safe and varia lenses to suit conditions.
caused a surge of interest in the brand, appointment dramatically accelerated A sport kit accessory with a frontal
according to Sarah Johnson, owner of the brand’s rise in popularity, so much grip and elastic back means that the
Sole Agency, Zerorh+’s UK distributor. so that the production plant in Cadore, frames can be used for extreme sports.
‘I’m frequently getting messages passed north-east Italy has had to remain open The Swiss America’s Cup winning
to me by the company’s headquarters during its annual holiday period in Team Alinghi wore the frame, now in
in Italy from members of the public in August to cope with demand. a limited edition Alinghi model.
the UK who have seen the frames on Because Capello became England The blueline collection along with
Capello and want to know where they manager a week after the UK launch of blueline vision are Zerorh+’s lifestyle
can buy Zerorh+ over here,’ she said. Zerorh+, Johnson cannot measure his fashion sunglasses and optical frames.
A boost from a connection to a impact on sales in percentage terms but Made from acetate, injected metal
famous footballing figure draws knows the press interest made it easier or a combination of both, the range
parallels with the raising of Police’s to attract large chains such as Boots and is epitomised by the Andro model.
profile by David Beckham and the David Clulow as stockists. Available in 12 different colourways,
increased interest in rimless frames Not wishing to underplay the design its grilamide-titanium sides are
through one of Capello’s predecessors in or construction of the frames and connected by a flexible hinge to the
the England job, Sven-Göran Eriksson. the optical qualities of the sunglasses, chunky full-rimmed acetate front.
Johnson cites the brand’s popularity Detailing such as an indent along the
in Scotland, which she points out is metal side, acetate tips and a coloured
a country ‘not interested in English front that fades from a bright colour
football in any shape or form’. to near transparency lend Andro a
Zerorh+’s eyewear business (70 per technical look fused with creativity.
cent of the brand’s revenue, the rest It is a look that could be said to stylise
coming from sports clothing) is divided not only the entire Zerorh+ range, but
Capello’s ‘lucky between its redline and blueline ranges. ironically from Milan to London via
red Andro frame’ Featuring shatterproof and scratch- Madrid, Rome and Turin – the football
resistant NXT See lenses, with a teams of Fabio Capello. ●
18 | Optician | 15.08.08 opticianonline.net
