History

The history of the Ray-Ban Aviator dates back to the 1930s, when new airplanes
allowed people to fly higher and farther. Many US Army Air Service pilots were reporting
that the glare from the sun was giving them headaches and altitude sickness. In
1929, US Army Air Corps Lieutenant General John Macready asked Bausch & Lomb, a
Rochester, New York-based medical equipment manufacturer, to create aviation
sunglasses that would reduce the headaches and nausea experienced by pilots, which
are caused by the intense blue and white hues of the sky, a new kind of glasses were
introduced. The prototype, created in 1936 and known as Anti-Glare, had plastic
frames and green lenses that could cut out the glare without obscuring vision. [ The
sunglasses were remodeled with a metal frame the following year and rebranded as the
'Ray-Ban Aviator'. On May 7, 1937, Bausch & Lomb took out the patent, and
the Aviator was born
In 1939, Ray-Ban launched a new version of the aviator called the Outdoorsman. It was
designed for specific groups such as hunting, shooting and fishing enthusiasts, and
featured a top bar called a "sweat bar" that was designed to catch sweat from falling
into the eyes. They also featured temple end pieces to distinguish it from the standard
aviator. A few years later, in the 1940s, Gradient lenses were introduced. These were
mirrored lenses which featured a special coating on the upper part of the lens for
enhanced protection, but an uncoated lower lens for a clear view of the planes
instrument panel.[4]
In 1952, Ray-Ban created another classic style, the Ray-Ban Wayfarer, this time with
plastic frames. They soon became popular in Hollywood, and can be seen on James
Dean in 1955s Rebel without a Cause. The now-standard G-15 green and gray lenses
were introduced a year after the Wayfarer, in 1953.
The company also pioneered in wrap-around glasses: in 1965, the Olympian I and II
were introduced; they became popular when Peter Fonda wore them in the 1969
film Easy Rider. In 1968, Ray-Ban released the Balorama, which was best known
as Harry Callahan's sunglasses in the 1973 film Magnum Force. The brand remained
popular during the 60s and 70s, and gained popularity during the 1980s thanks to a
lucrative placement deal, with cameos in the movies The Blues Brothers (1980), Risky
Business (1983) and Top Gun (1986).
In the 90s, Ray-Ban became victim to a backlash against 1980s fashion, and rivals
like Oakley gained popularity among younger customers, Ray-Ban started to struggle
and, in 1999, owners Bausch & Lomb sold the brand to Italian eyewear

company Luxottica for $640 million. To compete with other manufacturers, Ray-Ban
came out with a series of innovative and sleek looking wraparound designs shown in
the series of the following models: Predators, Inertia, Prophecy, Gatsby, Side street and
Cutters

Celebrity endorsements
1950s and 1960s:
The fifties was when Ray-Bans had gained recognition through American pop-culture endorsements
for the first time. Kim Novak and Marilyn Monroe wore Wayfarers in public and movies] As the style
grew in popularity, celebrities such as Roy Orbison, James Dean, and Bob Dylan were seen in public
and on television and movies wearing Wayfarers.[

1970s and 1980s:

As the 1970s lacked public celebrity endorsements for Ray-Ban, the 1980s was the decade of
revival for them. In 1982, Ray-Ban signed a deal with a California company[for $50,000 a year in
order to have product placement for the brand in movies and television programs.

1990s:
The media of the 1990s did not show many new celebrities wearing Ray-Ban sunglasses.; however,
product placement in movies and television continued, making appearances in films such
as GoodFellas (1990)[ and Men in Black (1997).

2000s:
Ray-Ban's "Never Hide" campaign was launched in March 2007. It consisted of a YouTube series
and a film advocating customers to "Never pretend. Never be afraid. Never give up. Never
Hide". The campaign also encourages people to live their lives with authenticity and no fear of
judgment. Short YouTube videos show musicians and bands such as Slash of Guns N' Roses
and Two Door Cinema Club wearing Ray-Ban products and playing live showsThe 2013 American
film The Wolf of Wall Street featured multiple Ray-Ban models worn by various characters
throughout the duration of the film.

Publicity
Sales campaigns:
In 2007 the company introduced a new campaign that aimed to make the brand more refreshing and
compelling, especially toward younger people.[7] Never Hide was its name; and it aimed to express
the Ray-Ban ideology: "Sunglasses that place you at the center of attention beyond trends,
transcending time and strongly customizing whoever wears them".[7]

Finally, in 2008 Ray-Ban presented Ray-Ban Remasters, a communication program [ that

consolidated Ray-Ban's strong relationship with music, and its position as a global iconic [brand.
[7]

Ray-Ban Remasters was a partnership with eight musicians who recorded a song of their choice

from the '50s and '60s and premastered these songs exclusively for Ray-Ban. These songs were
performed live in a series of three events in North America, China, and Europe

Celebrity use
Throughout the '50s and '60s the Ray-Ban Wayfarer sunglasses were the choice of various
musicians such as Bob Marley to Bob Dylan.[

Film and television

Ray-Ban became more popular after the release of the movie Top Gun. The movie generated a 40
percent increase in sales for the Ray-Ban Aviator brand. The '80s garnered great attention to RayBan through movies. John Belushi and Dan Aykroyd wore them in The Blues Brothers.[]. Bruce Willis
wore them in his role as David Addison on Moonlighting. From 1982 through 1987 Ray-Ban placed
their sunglasses in more than 60 movies and television shows, including Quentin Tarantino films
such as the 1992 crime film Reservoir Dogs. Tom Cruise also wore Ray-Ban Wayfarer in Risky
Business. Peter Capaldi wore Ray-Ban sunglasses as Sonic Sunglasses in his role as the Twelfth
Doctor in Doctor Who during the Ninth Series. The glasses appeared to be replaced by a traditional
sonic screwdriver at the end of the final episode of the series.

Lenses
B-15 XLT lenses:
Ray-Ban's B-15 XLT lenses were originally created for the United States Air Force pilots. These
lenses are brownish in color, block 100% of all UV rays and allow only 15% of the visible light to
pass through them. The B-15 XLT lenses also offer more contrast by cutting down the amount of
blue light, as opposed to the G-15 lenses

G-15 XLT lenses:

G-15 XLT lenses have the same properties as B15 XLT lenses; however, they are composed of
green and gray pigments. This lens has a lower contrast than the B-15 XLT lens allowing for the
color and brightness of objects to be softer and more natural.

Polarized lenses:
Ray-Ban polarized sunglasses have the transmission axis oriented vertically to block reflecting
light. Because of these lenses' ability to block the reflecting light, many fishermen and water lovers
favor this type of lens. Now that many others who spend time outdoors have discovered the benefits
of polarized lenses, interest in these types of sunglasses has soared[.These lenses are well known

by outdoor enthusiasts such as bikers, joggers, golfers and gardeners looking to eliminate glare.
Drivers benefit from these lenses as they reduce the glare from the road as well as the light
reflecting from the hood of the car. Polarized lenses are also appropriate for indoor use and can be
worn by people whose eyes are light-sensitive; including post-cataract surgery patients and those
continually exposed to bright light through windows. They may reduce the visibility of images
produced by liquid crystal displays (LCDs) found on the dashboards of some cars or in other places
such as the digital screens on automatic teller (bank) machines [

Photochromic lenses:
Photochromic lenses (or "transitional lenses") are clear while indoor and automatically darken when
exposed to sunlight. These lenses allow for full ultraviolet radiation protection. Photochromic lenses
are convenient as they reduce the need to switch from outdoor prescription sunglasses to indoor
prescription glasses. They come in a wide variety of lens materials; whether you prefer
polycarbonate lenses, high-index lenses, or regular plastic or glass lenses, you typically will be able
to purchase a photochromic version of your preferred lenses. Experts say the risk for cataracts and
other age-related eye problems is associated with a person's lifetime exposure to the sun's UV rays. [

Gradient lenses
Gradient lenses are a type of lens that are darker at the top of the lens, and then, moving down the
lens, the color lightens, until it is no longer visible on the lens. This technology was developed for
pilots for easier viewing of the controls. They have the protection from the suns rays, but also can
easily glance down at the instrument panel without having difficulty. They are popular due to their
look, and come in many different gradients. They are also offered in bi-gradient color combinations.

Ambermatic lenses
Ambermatic lenses are a kind of transitional lens, in an amber color, that transition from gold to
brown, which is caused by changing weather conditions. It also blocks glare improves contrast and
sharpens details. They are ideal for winter sports and conditions. They were first released in 1978.
They are similar to the photochromic lenses, but are only offered in one color. In 2014, Ray-Ban
allowed people to vote on which popular Ray-Ban model, either Wayfarers, or Club masters would
get the lens. After voting, the Ray-Ban Wayfarers were voted to obtain the lens, in which a limited
production of the line will be created.

Frame technologies
Ray-Ban has experimented with many different frame materials. As of 2014 Ray-Ban offers MemoRay, which is strong, flexible, and light. Carbon Fiber, which is strong and light. Light Ray, which is
light, strong and hypo-allergenic. Lite force, which is a durable plastic, strong, and lightweight, and

titanium, which is 50% lighter than their steel or regular metal frames, 50% stronger, and hypoallergenic.

Sponsoring
Brawn GP:
Brawn GP announced the beginning of its partnership with Ray-Ban. Ray-Ban entered Formula One
with the team in July 2004 (when it competed as BAR Honda in Formula 1) and the relationship has
provided a powerful global platform for promoting the brand's iconic [identity. In 2009, Executive Vice
President of the Luxottica Group, Antonio Miyakawa, stated that this would be renewed. The red and
white Ray-Ban logo was on the helmet visors of Brawn GP's race drivers Jenson Button and Rubens
Barrichello.

Ray-Ban Rooms:
Ray-Ban commissioned Zone to develop a website for Ray-Ban Rooms, their summer music
festival sponsorship. Ray-Ban Rooms support young musicians and record their sessions for online
streaming. Ray-Ban products are advertised within the editorial mix, with many photographs