LOS ANGELES — Technology-driven Oakley Inc. still touts $230 magnesium shades on its Web site, but now it wants customers to see its softer side, too.

The Foothill Ranch, Calif.-based maker of sunglasses, apparel and other gear is holding court at a Hard Rock Hotel & Casino suite in Las Vegas during MAGIC to promote its 47-piece line of contemporary clothing, aimed at the 18-to 25-year-old woman, or one similar in mind-set.

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