Polaroid Eyewear Launches New Sunglasses Collection at Fashion Week New York and the MIDO Show in Milan Pioneering Innovation, Style & Glamour

Polaroid Eyewear Unveils Best Under The Sun Collection During Fashion Week

NEW YORK, February 15, 2011 - Polaroid Eyewear, a division of StyleMark AG and world leader in optics
and lens technology, today announced the official consumer launch of a new
heritage sunglass collection entitled Best Under The Sun, recreating some of
Polaroid Eyewear's most iconic designs from the 1930s to the 1980s.

    (Photo: photos.prnewswire.com/prnh/20110215/NY48778-a )
    (Photo: photos.prnewswire.com/prnh/20110215/NY48778-b )

The Best Under The Sun Collection comprises ten frame designs drawn from
Polaroid's archives dating from the 1930s to the 1980s. Each design has been
selected as a unique representation of that particular decade and is
faithfully recreated with all the meticulous detail of the original - now in
the latest high-tech materials. Every style tells it own impressive story,
reflecting the keynote fashions of the time, that will have great appeal to
today's consumers. Each model is available in two unique color variations.

"We have created something truly unique with the Best Under The Sun
collection, full of Polaroid's own design archives, recreated fully in its
authentic way using only high premium materials and premium polarized
lenses," said Jerry Dreifuss, Global Marketing Manager at Polaroid Eyewear.
"This new sunglass line is drawn from our experience and legacy within the
industry that dates back to 1937 and features iconic, individual styles for
iconic, individual people."

    Product Details:

    - 1930 "Swing" - Like good music, these sunglasses lift the soul. Crafted
      in ivory and translucent handmade acetate, the organic, flowing style
      of the 30's has inspired many designers over the last six decades

    - 1940 "Victory" - This unique 1040s sports sunglasses style is recreated
      for the 21st century

    - 1950 "Broadway" - Art comes to life on Broadway! These late 1950s
      sunglasses are recreated with the latest laser technology in two-tone
      acetate

    - 1960 "Memphis" - A forever frame, worn by '60s musicians and stars of
      the silver screen, this strong statement design has star appeal

    - 1970 "Flower" "Donna" and "Rebel" - Evoking the spirits of flower power
      and high fashion, these styles reflect the laid back lifestyle of the
      '70s

    - 1980 "Image" and "Glam" - The epitome of the '80s, these lenses capture
      the large attitude of the decade in a fashionable manner

Polaroid Eyewear is showcasing the Best Under The Sun collection in
tandem with its exclusive premier sponsorship of the highly anticipated New
York Fashion debut for Richie Sambora's new clothing line WTB Clothing.
Polaroid Eyewear's boutique will be held within the Style360 venue, (the
Metropolitan Pavilion) in New York City from February 15-17, 2011. Polaroid
Eyewear will be providing samples and demonstrations of the new collection at
the boutique located inside the pavilion.

In addition, the full collection will be presented in Europe for the very
first time during the MIDO show in Milan (March 4- March 6), at the brand new
Polaroid Eyewear Best Under The Sun Booth in Hall 15, booth F02. In addition,
there will be a preview of the Polaroid Grey Label GL20 Camera Glasses which
were designed by Lady Gaga, Polaroid's Creative Director, and debuted during
the Consumer Electronics Show in January, 2011.

Consumers will be able to purchase pieces from the Best Under The Sun
collection beginning in early April 2011 through selected retailers all over
the world, prices range from 70-100 Euro.

For further information about Polaroid Eyewear's Best Under The Sun
collection, visuals of the collection and to sign up for the Best Under The
Sun newsletter, go to: www.polaroidsunglasses1937.com or contact:
info@polaroideyewear.com

About Polaroid Eyewear

Polaroid Eyewear is a world leader in optics and lens technology,
manufacturing high quality polarizing lenses and distributing fashionable
polarized sunglasses, optical frames, Reading glasses, Clip-Ons, premium
circular polarized 3D glasses and licensed sunglass brands around the world.
Polaroid Eyewear has a worldwide exclusive license for the Polaroid brand
with PLR IP Holdings, LLC, the owner of the Polaroid brand. Demand for
polarizing eyewear is rising steadily as more and more consumers come to
realize the benefits of glare-free vision. Polaroid Eyewear has offices in
the US, UK, Switzerland, Italy, Sweden, Russia, China and the Netherlands, as
well as a comprehensive network of distribution partners around the globe.
For more information, visit www.polaroideyewear.com and for all
information about the Best Under The Sun collection, visit
www.polaroidsunglasses1937.com.

About Polaroid

Across several generations, people regard Polaroid as one of the most
trusted, well-respected and recognizable brands when it comes to instant
photography. The Polaroid brand has been around for more than 70 years
starting with polarized sunglasses, which then evolved into instant film,
camera and camera accessories, marking the beginning of the well recognized
Polaroid Classic Border Logo. In recent years, the Polaroid brand has
expanded into flat panel televisions, portable DVD players, digital photo
frames, digital HD camcorders, waterproof digital cameras and more. People
can expect to see new Polaroid products that will deliver the fun, instant
gratification and value for which the brand has long stood. For more
information: www.polaroid.com

Polaroid and Polaroid & Pixel are trademarks of PLR IP Holdings, LLC,
used under license.

    Contact:
    RENE THONI                         Jessica Francisco
    Polaroid Eyewear                   Weber Shandwick for Polaroid Eyewear
    info@polaroideyewear.com           jfrancisco@webershandwick.com
                                       +1-212-445-8027

RENE THONI, Polaroid Eyewear, info at polaroideyewear.com; or Jessica Francisco, Weber Shandwick for Polaroid Eyewear, jfrancisco at webershandwick.com, +1-212-445-8027