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For hip hop artist Justin James, what began as the song title, Jimmy Swagg, has transformed into an ultra-cool fashion eyewear brand. Just for fun, James and his cousin would preform the song with friends, and all the young ladies asked to wear it on a t-shirt. In early 2011, after getting a lot of love from Jimmy Swagg graphic tees with the signature shades, Justin decided to produce his first eyewear line that included four distinct Jimmy Swagg designs. Today there are over fifteen different stylish, eye-catching shades to choose from, and Justin's always working on more. The brand is looking to move future production to Denmark, working on eco-friendly frames made from recycled plastic and sustainable bamboo wood. The Jimmy Swagg mantra is health, sex and swag and anyone who wears the brand can feel it. It's about treating yourself and others good; being sexy; having confidence and feeling good. All shades come stock with UVA400 lenses that can be upgraded to include your prescription for as little as $40. Frames are made from light-weight plastic and die-cut acetate, with prices from $55 to $150. The number one complaint about the shades: keep your eye on them— your best friend will take them from you! Written by Sabrina Tate
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Park Avenue Lasek 102 E 25th Street New York, NY 10010 (212) 741-8628 www.ParkAvenueLasek.com
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