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TART Optical to Re- Launch

Added: (Wed Dec 16 2009)

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For more information, contact:
Kara A. Kenney
Rush Hour Agency
310 689 9178
kara@rushhouragency.com

Vintage Eyewear Company Gets a Second Glance:
Tart Optical Enterprises Setting New Standards with Old School Style

Los Angeles, CA (December 2, 2009)

The old adage of never throw anything of value away, is very true. Fashion - like history repeats itself, and has proven to do so time and again. From elephant pant legs to the leggings of the 80’s, we have seen them come, go and come back again. This time – the eyes have it – eyewear that is.

Former Los Angeles based optical supplier, Four Your Eyes, announced today the recent acquisition and re-launch of Tart Optical Enterprises. Spokesperson for Four Your Eyes acknowledged that the company purchased Tart Optical Enterprises earlier this fall and is enthusiastic about the sleeping giant. “The Tart name meant you could be sure of superior quality, fit and style,” the representative stated, “it’s no wonder the brand logo was a shield, Tart frames were designed with function and form in mind, and we intend to carry on that tradition.”

Tart Optical Enterprises (OTE) was incorporated in Middletown, NY, during the late 1940’s and rose to be a key industry player throughout the 1950’s, 60’s and 70’s. As supplier to mid-level priced frames, OTE frames were a staple in the eyewear industry, offering sensible, stylish, and sturdy frames to the consumer, government and military suppliers, and Medicare facilities. Though not a large manufacturer, Tart frames held up against the top competitors in the eyewear industry such as American Optical and Bausch and Lomb, offering fine craftsmanship and fine details only available through the Tart product line. Tart has since then closed operations, yet has remained a legendary maker of American eyewear, sought out by many enthusiasts worldwide.

Now in late 2009 and early 2010, Tart Optical will officially re-launch under the new ownership through web presence, select retail distribution and preferred optical professionals. No stranger to the eyewear industry, Four Your Eyes Founder David Hart built a solid career in optical wear and sun glasses, fitting a host of celebrities and musicians throughout his career. The star studded list of clientele is impressive, including Tom Petty, Jakob Dylan, Elijah Wood, Jeff Goldblum, Johnny Depp, and more.

Hart incorporated Four Your Eyes in 1983, working out of a little store front in Venice Beach, CA. He chose his profession because he felt it was both stable and noble. “You will always have the need to see better and who says you can’t look good doing it?” Hart explained. “My interest in optical wear grew from the appreciation and the history of eyewear to the fashion of it, and that is why I am so proud to reintroduce the vintage appeal of Tart.”

The Tart product line is full of good old American flavor, with strong lines and gentle, sensible style. From every angle the Tart frames have presence. They are classic, confident, and comfortable.

To kick-off the Tart Optical launch, the line will feature the rebirth of Tarts top three styles: the Arnel, the F.D.R. and the Rosnir in classic black, brown, dark tortoise and dark olive. Select styles will also come in color fade styles.

Interestingly enough, Tart Optical Enterprises, like its new owner, is no stranger to the lime light, having organically shown up in movies and on television screens all over. From the original George Reeves (Clark Kent) in the Adventures of Superman to Johnny Deep in the Secret Window, Tart frames have graced the faces of Hollywood from yesterday and today.

About Tart Optical Enterprises and Four Your Eyes
Incorporated in 1983, Four Your Eyes grew to be the “Go To” place for custom fit eyewear and sunglasses. Targeted to the artistic crowd, Four Your Eyes offered mid-range pricing with high-end customer service. Four Your Eyes expert “Eye-Stylists” have helped fit such esteemed clients as Tommy Lee, Heather Locklear, Malcolm McDowell, Johnny Depp, George Clooney, and more. And though Four Your Eyes has fitted many a celebrity, everyone is treated like a star.

For more information on Tart Optical Enterprises please visit: www.tartoptical.com

For more media information or product questions, please contact:

Kara A. Kenney
Rush Hour Agency
(310) 689-9178
kara@rushhouragency.com

Submitted by:Kara Kenney
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