Rip Curl's new screwless line of sunglasses, which will be presented at the international SILMO eyewear fair in Paris next week, is said to be the first one in the world to use magnets effectively to make the link between the frames and the temples. The technique allows the user to change temples easily to switch from a trendy to more classical look. It will be applied this surf brand to prescription eyewear as well, starting with the MIDO show in Paris next May.

The patented technology has been developed in France over the last two years at a cost of €70,000, with help from regional authorities. Rip Curl's sunglasses have polarized lenses and make use of sophisticated 3D design and plastic injection techniques. Instead of acetate, the base material is a lighter grilamide and it can be coupled with metal to give flexibility to the temples.

Made by Pierre Bondet in France, the new line is not a license. As with other products such as its wetssuits and its timepieces, which also track down the tides of the sea, this and other eyewear styles are entirely developed in-house to ensure a certain exclusivity.

Rip Curl executives feel that this highly technical bent allows the brand to differentiate itself from the surf industry's leader, Quiksilver, projecting an image of search and adventure.Other elements of differentiation are a younger customer target and the organization of numerous events for young girls and in favor of the environment. The company initiated 6,000 girls to surf at 30 locations last summer and 20 percent of its T-shirts are now made of organic cotton, with a goal to raising the ratio to 30 percent by 2010.

Rip Curl Europe, which had sales of €120 million during the financial year ended last June 30, wants to continue to grow by 10-15 percent a year in order to attain €170 million by 2010. For the moment clothing represents 56 percent of its turnover, footwear 14 percent, watches and eyewear 7 percent, and other technical items 25 percent.

Started in 2005 by Andy Gugenheimer, a former Oakley executive, Rip Curl's eyewear division is now carried by 20 distributors worldwide. Sales are set to grow this year to 300,000 pairs, compared with 200,000 in 2006. In Europe, 60 percent of the clients are optical retail stores (more in EyeWear Intelligence).