Ray-Ban Partners With Levi's(R) for the First Ray-Ban NEVER HIDE Lounge

Ray-Ban Partners With Levi's(R) for the First Ray-Ban NEVER HIDE Lounge

FEATURING THE DEBUT OF THE RAY-BAN CONFESSION BOOTH

AUSTIN, Texas, March 19 /PRNewswire/ -- Two legendary American brands, Ray-Ban and Levi's(R), came together to take part in one of Austin, Texas's biggest music festivals of the year. Ray-Ban and Levi's(R), along with Fader Magazine, have created the ultimate rock & roll experience with the Ray-Ban NEVER HIDE lounge at "The Fader/Levi's(R) Fort."

(Photo:

http://www.newscom.com/cgi-bin/prnh/20080319/NYW029 )

Ray-Ban unveiled their new promotional concept, The NEVER HIDE Confession Booth at the Fort and on Main Street in Austin, where festival-goers have the opportunity to confess their indiscretions, while enjoying live music and entertainment. They also created a Ray-Ban pop-up retail Shop, where all proceeds will go to the Give the Gift of Sight Foundation -- a family of charitable programs providing free vision care and eyewear to underprivileged individuals in North America and in developing countries around the world.

Ray-Ban partnered with Levi(R) brand to host The NEVER HIDE lounge in The Fader Fort. On Friday March 14th at 5:01 pm, they co-hosted the 501 Happy Hour creating an outdoor Ray-Ban photo studio, shooting attendees at The Fort wearing customized Wayfarers that were designed by artists at The Fort. Over 1500 images were shot at the photo studio and will be used to create an advertorial with Fader Magazine. Ray-Ban's continued its roles as an influencer and supporter of music and culture by sponsoring the very first "Punk Is Dead, Punk is Everything" Book Signing with author and Punk legend Bryan Ray Turcotte.

Ray-Ban commissioned artwork featured on t-shirts and displayed in the NEVER HIDE lounge from legendary punk artists Bryan Ray, Richard Sanchez and Mark McCoy.

About Ray-Ban

Beginning in 1937 with the early Aviator style, the introduction of other classics such as the Wayfarer in 1952 and continuing today, Ray-Ban is a brand that embodies America and adventure, great cities and wide-open spaces, heroism, individuality and authenticity. Ray-Ban is the world's best known eyewear brand and global leader in its sector. All models in the Ray-Ban collections are products of meticulous, original styling that translates the best of the latest fashion trends into an ever-contemporary look for millions of Ray-Ban wearers around the world. Introduced to the silver screen in 1961, the unique Ray-Ban lifestyle is embodied in its collections, reflected throughout hundreds of films, and remains the choice eyewear brand of both in real life and in films.

Photo: NewsCom:

http://www.newscom.com/cgi-bin/prnh/20080319/NYW029
AP Archive:

http://photoarchive.ap.org/
AP PhotoExpress Network: PRN7
PRN Photo Desk, photodesk@prnewswire.com
Source: Ray-Ban

CONTACT: Amanda Coviello, Rogers & Cowan, +1-212-445-8422,
acoviello@rogersandcowan.com

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