Rheos Reborn: New, Elevated Collection Launching at Surf Expo

Floating sunglass company Rheos Gear rebuilds entire product assortment with enhanced lenses and professional-grade performance, featuring new base tints & silhouettes

CHARLESTON, S.C. - Charleston-based floating sunglasses brand Rheos Gear will relaunch
their eyewear collection with key performance and feature upgrades at Surf Expo on January 10, 2024. “Rheos Reborn” reimagines six classic and bestselling Rheos styles and introduces five new silhouettes. More than a new collection, the 2024 lineup is a ground-up product evolution focused on performance, comfort and visibility for life spent on the water. The collection will maintain a retail price of just $65 to deliver affordable, professional-grade equipment as the consumer mindset remains focused on value.

To design this new and improved collection, Rheos Gear hired Carl Allen as their Head of Product, an experienced designer who has previously worked with major brands like Nike and Calvin Klein. He brings an innovative approach to this rapidly growing brand.

“Growing up by the water, working with Rheos feels like designing sunglasses for me and people like us,” Allen said. “Together we elevated the incredible foundation Rheos already had and have dialed in its best features, while adding a few new ones that will make life on the water that much better. This is for us.”

Field of View & Visibility
All Rheos sunglasses in 2024 and beyond will be optimized in lens-to-frame proportion to expand field of view and will focus on four core base lens tints. The new amber, smoke, copper and green base tint lens options will provide a range of visible light transmission (VLTs) from 12-23% to accommodate variable light conditions. Working in tandem with flash mirror coatings, the new base tints will optimize vision for an individual’s color perception and most frequent weather and water conditions while reducing glare and eye strain.

Made for the Love of Water
Inspired by the water itself, every Rheos frame will feature subtle curvature and wave details
that complement the lightweight nature of the floating frame material. Product enhancements also include metal plaque logo and name plates, new hinges for durability, thinner frames for long-term comfort, and lengthened temple tip inserts for sport-wrap
frames. These improvements are designed to attract new and existing customers who
embrace the Rheos lifestyle from sand to surf and boat to bar.

Revised & New Silhouettes
In addition to the revamped Core Collection (Coopers, Waders, Eddies, Wyecreeks, Bahias and Sapelos), Rheos launches five new frame styles designed with performance, comfortand style all at top of mind. These new styles include:
- Mutiny: Rectangular unisex shape with a 6 base curve
- Folly: Rounded women’s frame with a 6 base curve
- Edgewater: Men’s sport frame with a wrappy 6 base curve
- Amelia: Larger women’s rounded frame with a 6 base curve
- Biscayne: Men’s wraparound sport frame with an 8 base curve
This collection officially launches for wholesalers at Surf Expo on Jan. 10, 2024 and will be available for consumer purchase early 2024 at www.rheosgear.com.

Founded by a husband-and-wife team out of Charleston, S.C, Rheos Gear designs floating sunglasses using featherlight frame material and signature Nylon Optic lenses. Since selling out the first two floating styles in 2016, Rheos has evolved into a collection of high-performance and stylish eyewear built for the water. Every detail of their selection of shades was designed for water activities, addressing the needs of fishermen, boaters, beachgoers and all other water-loving sportsmen and women. Rheos is available for purchase in affiliated stores, as well as online at www.rheosgear.com.