Salt Life, the iconic marine lifestyle brand owned by brand management company Iconix International Inc., has inked a new licensing partnership with Eyeking LLC, a fourth-generation, award-winning eyewear design and distribution company.
“This collaboration brings the Salt Life brand back into the eyewear category with performance-forward, lifestyle-driven sunglasses designed for life in and around the water,” the company said in a media release. “With deep roots in both quality craftsmanship and ocean-inspired living, the partnership blends Salt Life’s coastal DNA with Eyeking’s expertise in delivering innovative and category-defining eyewear.”
Darren Goldman, VP of Eyeking LLC, apparently saw some real kinship with the Salt Life brand. “We take eyewear seriously, but we also know how to Live Salty,” Goldman joked. “This partnership is the result of a shared commitment to quality, authenticity, and lifestyle-driven design. Salt Life has a strong presence in the outdoor market, and we’re excited to help elevate their eyewear offering with product that reflects both performance and purpose. It’s a win for the brand, for retailers, and most importantly for consumers.”
Designed to meet the demands of outdoor enthusiasts, the new Salt Life eyewear collection is said to blend polarized lenses, high-performance materials, and lightweight construction with style cues inspired by life on the water.
“Eyewear is an essential part of the Salt Life lifestyle. It protects, performs, and completes the vibe,” said Ryan Sainsott, SVP of Iconix International. “Eyeking’s proven expertise in developing world-class eyewear makes them the perfect partner for this category. Together we’re bringing a product to market that supports every salty moment from the water to the boardwalk.”
Iconix International Inc., in partnership with the liquidator Hilco Consumer-Retail Group, completed its acquisition of the Salt Life apparel brand in September 2024 for $38.7 million after previous owner Delta Apparel Inc. for filed Chapter 11 bankruptcy protection in late June. All 28 of Salt Life’s stores closed as the brand’s new ownership transitioned to a wholesale and e-commerce business model. Hilco was tasked with liquidating the inventory and store assets related to the Salt Life brand.
Iconix’s portfolio of brands include Umbro, Pony, Starter, Ocean Pacific, Danskin, Lee Cooper and Ecko Unltd.
Image courtesy Salt Life/Iconix International Inc. and Eyeking LLC
