JACKTHREADS TEAMS UP WITH WESTBROOK FRAMES FOR EXCLUSIVE ‘SILVER SERIES’ COLLECTION
The Eyewear Label By Russell Westbrook and Leading Men’s Style Destination Create Limited Edition Line of Sunglasses
JackThreads is excited to announce the launch of a collaboration with Westbrook Frames, the eyewear collection by one of the NBA’s biggest style icons – Oklahoma City Thunder’s Russell Westbrook. The Westbrook Frames Silver Series for JackThreads is available for pre-order now at JackThreads.com, exposing Russell’s newest endeavor to TMG’s audience of 15 million millennial guys.
The Westbrook Frames Silver Series for JackThreads showcases the playfully bold sense of style that Russell has become known for and sits at the intersection of edgy and approachable – a sector owned by JackThreads. The collection will contain four unique frames designed by Russell and the team at JackThreads in three different colorways and will be named California (where Russell grew up), Oklahoma (home of the Thunder), New York (where JackThreads is based) and Florida (one of Russell’s favorite vacation spots). All frames in the collection will be under $100.
“JackThreads is all about showing our guys how to put those edgier twists on classic looks. The Silver Series fully embodies that balance between everyday and fashion forward – with a mix of fresh silhouettes paired with colors you can rock every day,” said Michelle Cordeiro Grant, VP of Merchandising at JackThreads. “We couldn’t be more excited to bring the new collection exclusively to our guys.”
“I am super excited to launch my new collection, The Silver Series on JackThreads, Thrillist and Supercompressor. It has been a long time in the making, and the final product reflects that,” said Westbrook. “From the beach in Miami to the streets of New York, these frames are the best accessory to enhance anyone’s personal style.”
In anticipation of the launch, there will be a “shot clock” on JackThreads.com counting down to the moment the frames go on sale. In addition, Russell will be featured on the cover of the JackThreads Holiday Lookbook, which will be distributed to 200,000 of JackThreads’ 7 million members, as well as interviewed on JackThreads. JackThreads will also be running a contest on Instagram where users can post a photo or video tossing their old sunglasses aside with the hashtag “#throwshades “ for the chance to win a pair of the new frames and $500 to spend at JackThreads. To celebrate the partnership, Thrillist Media Group will host a special event with Russell Westbrook during the NBA All Star weekend in New York City.
About Thrillist Media Group:
Thrillist Media Group (TMG) is obsessed with helping guys live fun lives and reaches over 15 million of them across the globe, every single day. Seamlessly blending content and commerce, TMG digs deep to inform guys how to best spend their time and money across the lifestyle categories they care about most. The TMG family consists of three brands: food, drink and travel property Thrillist; tech-meets-lifestyle site Supercompressor; and style and grooming destination JackThreads.
About Westbrook Frames:
OKC Thunder point guard, NBA All-Star, US Olympic gold medalist, and style innovator, Russell Westbrook, released his highly anticipated eyewear brand, Westbrook Frames in July 2014. Westbrook teamed with best–in-class partners to form a three way partnership between Westbrook, DMA United and industry esteemed eyewear manufacturer and CFDA board member, Selima Salaun, founder of Selima Optique. DMA United structured the partnership between all parties for Westbrook Frames. Which is both a luxury creative agency, and a modern business development firm spearheaded by Founders Sam Sohaili and Marc Beckman. Westbrook Frames combines exceptionally bold designs with high quality for the courageous and unleashed consumer.
This is Westbrook’s first product launch under the Westbrook name with plans to expand into additional categories.