THROWING SHADE: Basketball star Russell Westbrook’s eyewear brand, Westbrook Frames, is collaborating with JackThreads for an exclusive collection for the e-commerce site. Starting Nov. 11, the Thrillist Media Group-owned site will launch a pre-sale of the limited-edition line, Westbrook Frames Silver Series for JackThreads, that will come in four styles and three colorways. The styles were named after Westbrook’s favorite locations: California, where he grew up; Oklahoma, where he plays basketball; New York, JackThreads’ headquarters, and Florida, a state where the NBA player vacations. All frames will be under $100.
“These sunglasses give me another way to express myself and my sense of fashion,” Westbrook told WWD. “I consider my eyewear to be an extension of my outfit. Like how a pocket square is to a suit, that is what I consider my eyewear to be.
“I believe personal style is about being different and expressing yourself through your clothes and accessories. People should have a ‘why not?’ attitude about their personal style and just be themselves.”
In anticipation of the launch, JackThreads will have a “shot clock” on its site counting down the moment the sunglasses go on sale.
“Teaming up with Westbrook Frames for this exclusive collection was a no-brainer for us,” said Michelle Cordeiro Grant, vice president of Merchandising at JackThreads. “We love showing our guys how to take risks and make a statement, while also maintaining a classic look — and there’s no one who does that better than Russell with his new line.”
Along with the launch, Westbrook will be featured on the cover of the site’s holiday look book as well as with an interview on the site. Early next year, the basketball star will also celebrate a special event with Thrillist Media Group during the NBA All Star weekend in New York City.