What’s the one accessory you think of when driving with the top down? Luxury eyewear brand Serengeti is banking that the answer is a cool pair of sunglasses. The brand, known for combining high-tech optics with high style, is pushing that connection by developing a “Drivers Club,” where members can look up information on its Web site(serengeti-eyewear.com) about scenic routes around the world, and is also exploring retail possibilities with luxury sports car dealers. They’ve even signed actor and race-car enthusiast Patrick Dempsey as a spokesman. The lenses feature “active cell technology” that adjusts for light, heightens visual clarity and reduces eyestrain and glare, which fits in perfectly with the target market’s active lifestyle. Styles run the gamut from classic metal aviators to contemporary styles that “flex” to fit the face, and range in price from $130 to $240.

This story first appeared in the July 21, 2008 issue of WWD. Subscribe Today.

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