Style Hermosa: New Specs for Skaters

The vert ramps at skateparks are not the first places that come to mind when fashion is discussed, but the local team of dizm eyewear fused design and sports to create a luxury experience for extreme athletes to wear on a halfpipe.

dizm's new eyewear line is manufactured to "target the needs of active citizens," said Nicole Chard, the company's sales and marketing coordinator.

For skaters and bikers, getting the perfect view of the course could be easier with polarized sunglasses eliminating glare, she said.

dizm, founded in 2009 and headquartered in Hermosa Beach, now has both polarized and non-polarized optics with 100 percent protection from ultraviolet rays.

Ashton Corroza, visiting town from Arizona, said that he would wear the specs in the bright Hermosa sun "if they look dope and if they're going to keep me from getting cataracts, then why not," he said.

Corroza's friend Damien Lopez agreed. "I think if the sun really bothered me, I'd invest in a pair," he said. "I'm down to be a part of the whole trendy movement."

Instead of being a flamboyantly colorful and bulky sports sunglasses line, dizm eyewear could be mistaken for fashion shades made by Ray Ban or DSquared.

"The action sports eyewear category was stale and lacked something fresh and innovative," Chard said. "[dizm] represents timeless design, fresh innovation, bold style, quality, and individuality."

Design sets dizm apart from other brands on the shelf, said general manager Jonas Lee, because the "sunglasses are going to be known for their look, quality, and fine detail," he said.

With names such as "Johnny Johns" or "Heartbreaker," these sunnies also have detailed personalities of their own. Designed for "the Smooth Talker," the Johnny Johns come in seven different colors, while the women's Heartbreaker comes in five color choices.

The sunglasses range in price from $60 to $100.

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