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SIN eyewear, a new eyewear brand, will be available in the Australian market from late September 2011 in select surf/action sports and fashion stores.

According to SIN, the company was created with the consumer in mind, blending fashion styles at an affordable price.

” The new label will be fashion forward/technical and above all affordable,” said SIN eyewear brand manager Cameron Williams.  “I have worked here in Oz with brands like Otis, Dragon Optical and Filtrate, as well as Reef Footwear and Rip Curl. We have plans to enter the US market in near future and the brand is supported here by parent company Pacific Optics, which has factories in China and currently sells into the FMCG market here.”

Check out the full release below:

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An exciting new eyewear option launches into the Australian market this summer, with the release of an affordable new brand. SIN eyewear was created with the consumer in mind, blending fashion styles at an affordable price. The new line will be available from selected surf/action sport and fashion stores from late September 2011.

"The market has been calling for an affordable yet fashion forward eyewear line for some time, SIN eyewear will provide the consumer and the market with a quality and directional offering that won't hurt the pocket. It is important for us to get the mix right so we attract a broad consumer base, our inspiration is derived from a blend of music/fashion and action sports" said SIN eyewear brand manager Cameron Williams. "Owning our own factories gives us greater control on production and pricing, and the winner will be the end consumer. We are backing up SIN eyewear's launch with a targeted advertising campaign that will reach a widespread audience. With a brand name like SIN we wanted to have an edgy aspect to the label, yet we are combining it with a clean and directional look that gives the brand broad appeal" Williams said. The new brand will be distributed by Flying dog corp a subsidiary of Pacific Optics pty ltd.