Model is wearing Harley-Davidson HDT 110.
Clockwise from left: Guess GU 9113, GU 9124
and Harley-Davidson HDT 106.
Tween Fashion
Marcolin USA/Viva knows bold
brands are tween and kid-friendly.
If it’s cool for adults, the tweens
want it too, according to Jennifer
Wright, Senior Vice President of
Product Development at Marcolin
USA/Viva. Tweens in particular want
a sophisticated look with a youthful
feel.
“We are taking inspiration
from the GUESS adult eyewear
collection and putting a spin on it for
tweens. We are seeing that tweens
are very inspired by the looks they
see on their parents and celebrities,”
Wright said. “A lot of the same
trends in the adult collection are
carried into the tween line. For
example, matte and rubberized details
are a significant trend in the Tween
Boy’s Collection.”
“For girls we used a fun and
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bright animal print colour palette
which is a staple GUESS look. The
Guess Tween Girl also likes a bit more
detail and hardware so we played up
the treatments on the temples and
logo,” Wright added.
The company also extended
their sizing to a 49 eye size option, to
broaden their customer reach.
Wright says, “The Guess Tween
collection offers eyewear that is in
line with what is trending in the
accessories world which will satisfy
the needs of the tween, but also retails
at a very reasonable price point, which
makes the parent purchasing the
frame confident the eyewear won’t
break the bank.”
Marcolin USA/Viva is also
the maker of the successful line of
Harley-Davidson Eyewear. Wright
notes that for the youth market, the
brand has equal appeal to that of
the adult consumer. Let’s face it;
Harley-Davidson is cool and iconic.
She points to details such as
the HD Skull graphics that have
been known to raise the eyebrows of
parents and school administrators,
saying somehow that rebellious logo
continues to outsell all other HD
logos, which she suggests is due to
the cool-factor.
“A tween or teen can still be
“stylish” even though they have to
wear glasses,” Wright said. “We
keep the logos and the graphics
cool.”
Constructed with memory metal
with spring hinges and rubberized
logo accents in fun colours or a
special stone-washed colour finish
on some styles, the concept is to stay
true to the Harley-Davidson brand, a
rebellious expression of freedom and
style, regardless of age.