There were several eyewear suppliers with music tie-ins at the recent International Vision Expo & Conference trade show at New York’s Javits Center, but none more musically inclined than Spokane-based Davesh’s new Blakened line for men.
Indeed, Blakened is “inspired by music,” notes Davesh executive vice president of marketing and sales Doug Hinton, and “the lasting impression it leaves on each of our lives. Our brand aspires to do the same in eyewear.”
Blakened’s marketing tag line, in fact, is “for the love of music,” and Blakened pieces each bear a tiny guitar pic logo on the left temple.
“We love music,” notes Hinton. He reiterates: “As you know, it can leave a lot of impressions on people: A song can take you back 20 years or 50 years, and we want to leave the same lasting impression on our customers.”
Hinton, who knew the late Byrds drummer Michael Clarke while growing up in Spokane, says that Blakened had been in the works for a year before its Vision Expo official launch. The name of the line invokes an eyewear trade term as well as the apocalyptic “Blackened” track from the classic Metallica album …And Justice for All—also the name of the band’s label.
“We’re looking for young artists who haven’t been discovered yet,” says Hinton. “I go to a lot of clubs looking for talent to sponsor with eyewear and sunglasses. A lot of kids out there are very talented but can’t even afford instruments. We just want to give back from what we got out of music.”
He notes that Blakened is for people who seek “good-fitting and looking eyewear, but aren’t brand-oriented.” Hence, there’s the subtle logo placement, but nothing else to identify the brand.
“It says, ‘I’m not Ray-Ban, I’m Blakened,” says Hinton.
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