Sutro Vision Takes a Fresh Look At Sunglasses

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Sutro Vision is a new independent eyewear company taking a fresh look at conventional sunglass construction.

Sutro Vision is a new independent eyewear company taking a fresh look at conventional sunglass construction. Sutro grew out of a collaboration of three friends, Tony Guerrero, Amani King and Jeff Sand, whose backgrounds have very little to do with the eyewear industry.

The three grew up immersed in the San Francisco skateboard, snowboard and music scenes. On the path that led to Sutro the three have created many things; skateboard trucks, clothing, bicycle components, snowboard bindings, art, music, several successful companies and even a few kids.

Their decision to make eyewear came from there not being a brand that had both product they respected and an image they could identify with. "We're at a point now in our lives where we really appreciate quality and good design" says Amani King director of Marketing and Brand Direction. "It doesn't seem like the world needs another sunglass company but we saw a real opportunity to create a brand built around superior product and an image that we connect with".

"Our goal is ambitious, to build a brand around quality. Long term. There are too many disposable items in the world these days. We are striving to make an item that is precious, the thing that you make sure you take care of. Building a quality product that lasts and doesn't need to be replaced in two weeks is the original 'green' idea". Says Tony Guerrero Director of Sales.

Product designer Jeff Sand's innovative designs are a reflection of his broad design background. Having created everything from bicycle components and snowboard bindings to modern furniture. Sand has been granted over a dozen U.S. patents, numerous awards, and examples of his furniture designs are in the permanent collection of both the SFMOMA and Chicago's Athenaeum. "Many of the design conventions in the eyewear industry are merely 'good enough' solutions. Through better design and sourcing of non-traditional materials we've been able to eliminate many common flaws".

A case in point is the patent pending Sutro Ratchet Hingeā„¢. Jeff has developed a stainless steel ratcheting hinge that is integrated into the frame for incredible strength and durability. The ratchet, unique to Sutro, keeps the frame closed when hanging from the shirt pocket and allows the use of a lighter more comfortable spring, keeping the frame centered on the face without oppressive pressure. "And as far as we know we are the first brand to offer a lifetime warranty on our hinge." Sand says.

Sutro also sees their choice of optics as a way to distinguish their sunglasses from the competition. "We tested every lens we could get our hands on" explains Guerrero. "We chose glass lenses by Barberini because no matter what anyone says, you can't beat the clarity and durability of glass optics. Have you ever heard of a plastic camera lens?"

Barberini has been a leader in manufacturing optically pure, diamond polished glass lenses in Italy for over 60 years having developing lenses for such brands as Persol, Revo, Ray-Ban and Maui Jim.

Sutro Vision makes durable luxury eyewear sold through specialty boutiques and optical stores in the US with planned expansion into the European market in 2008. More information can be found at

contact: Doug Smith                
tel: (415)297-7669
email: doug @

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