(Carlsbad, CA – March 10, 2009)- Dragon (www.dragonalliance.com), a youth lifestyle brand specializing in sunglasses, goggles and youth accessories, continues its design innovation of unique eyewear with the launch of its Rob Machado “Experience” style, hitting the market this month. The bold and progressive new styles include retro, aviator-esque designs in color ways such as the Momentum, Mellow Tort, and the E.C.O—all collaborated on, designed by, and inspired by the life of symbolic surfer, Rob Machado.
“This was a huge project for us and we were so thrilled to have the opportunity to work alongside someone such as Rob Machado—an industry icon who continuously sets himself apart, something we pride ourselves on doing at Dragon,” says Hillary Balch, Product Line Manager for Dragon. “Simplicity and storytelling is an essential factor for the new compilation, as seen with our new E.C.O. sku, as well as with other stories seen and told about Rob’s life throughout the other pieces.”

With one of the most iconic logos in the industry, Machado joins Dragon to introduce the Momentum—a black, polished frame with a red bullseye printed on the temple paneling. Machado’s introduction into the surfing spotlight came during the early 90’s where he was a part of the “Momentum Generation”—a surf movement group known for its radical manoeuvres. Machado had a variety of highlights during his competitive surfing career, but little so well documented as his win at the Pipeline Masters in 2000—a win that would leave fans with an etching in their minds of his bullseye-logoed board.

At the end of 2001, Machado retired from the World Champion Tour and moved into a category of professional surfing that did not exist at the time, free-surfing. The formula was simple, find the best, least crowded waves in the world, and surf them. To capture the essence of Machado’s departure from the tour and highlight his discovery of bohemian life, the second piece of the new style is the Mellow Tort—an unconventional tortoise pattern with psychedelic rays throughout.

Fast forward to 2009. Machado continues to focus his efforts on raising awareness around environmental issues, thus the last of the “Experience” style—the E.C.O. Otherwise known as Environmentally Conscious Optics, the E.C.O is an initiative by Dragon to investigate methods of manufacturing environmentally-friendly sunglasses. The result of the project is the first-ever sunglass frame made from 100% renewable origin, replenishable through natural processes at a rate equal to the rate of consumption.

“My inspirations for the Experience collection came from glasses around in the early 70’s. With this project we took 70’s shape and blended it with Dragon’s current GG design style,” said Rob Machado. “I’m stoked that Dragon can now make frames made from 100% renewable resources. This project is a great step forward for the surf industry and I’m thrilled to have been a part of it.”

For more information on the Dragon “Experience” style or any other products, visit www.dragonalliance.com.

About Dragon Alliance
Dragon is Rooted in the freethinking values of action sports, Dragon is the leading independent eyewear and accessories brand with a unique and original lifestyle perspective. Drawing influences from our team riders, art, music, fashion and alternative culture, we strive to empower the individual with premium products that define.For more details on Dragon, visit www.DragonAlliance.com.

Yeah, these look sweet no doubt. The only thing that really bothers me is the fact that they won't stay on very well. Of course, they're not designed for performance; they just look tight with a fresh jacket after riding. The red looks sweet on just about anyone, too.

Driven by the artistic styling of exploitation genre art, Glare Kills portrays our products and athletes in themed style art designed to visually draw in viewers and educate them about polarized lenses. In conjunction with a print media campaign, we have launched a “Glare Kills” sub-site on the web that will be the main hub for educating about polarized lenses. Luring the viewer from print to web in the same design genre, the idea is to inform the consumer in a non-tech way that is humorous and memorable. www.dragonalliance.com/glarekills

Website features will include product links to polarized specific product on our main site, Informative video about polarized, testimonials and explanations of what Glare is and how polarized combats it.

Main Characters
Rob Machado – Surf legend, Mick Fanning – 2007 ASP Surf World Champion, Dusty Payne – Surfing Young Gun, Owen Wright – Surfing Young Gun

Dragon is a global youth lifestyle brand worn by the world’s most elite athletes in surfing, snowboarding, motocross, skateboarding, racing, BMX, wakeboarding and skiing. For more information on Dragon, visit www.Dragonalliance.com or call 1.888.DRAGON.8.

MSRP starting at $105.00
Available February 15, 2008

• Available in the Phase, Transit, and GG
• Bronze Gradient lenses
• Shatter proof polycarbonate lenses
• Eliminates 100% of all harmful UV and Blue Light

Dragon is a global youth lifestyle brand worn by the world’s most elite athletes in surfing, snowboarding, motocross, skateboarding, racing, BMX, wakeboarding and skiing. For more information on Dragon, visit www.Dragonalliance.com or call 1.888.DRAGON.8.

For more info on the Safari Series and the rest of the Dragon line go to www.dragonalliance.com

MSRP starting at $80.00
Available February 15, 2008

• Available in the Phase, Brigade, Repo, and Calavera
• Available in Polarized
• Shatter proof polycarbonate lenses
• Eliminates 100% of all harmful UV and Blue Light

Dragon is a global youth lifestyle brand worn by the world’s most elite athletes in surfing, snowboarding, motocross, skateboarding, racing, BMX, wakeboarding and skiing. For more information on Dragon, visit www.Dragonalliance.com or call 1.888.DRAGON.8.

For more info on the Symbolic Series and the rest of the Dragon line go to www.dragonalliance.com

The Redline GG is straight high-roller casino style ganster. Big over-sized lenses, set in a two tone bright red outer and ivory inner frame, and wrapped with some stylish gold trim. These baby’s ought to have been featured in Ocean’s 13.

While I love the look of the GG, I was a little skeptical about the idea of wearing bright red sunglasses. It became easier, however, as the comments rolled in and I realized other people liked them too. The bottom line is these are attention grabbing, flashy sunglasses, in a good way.

The GG is extremely comfortable, and fit my face perfectly. I often wish that shades covered more of my peripheral, and the GG does just that, extending down and to the sides more than most. The lens is a nice medium tint that brightens many green colors, and adds a “sunny” feel to everything, including cloudy days, while still providing much needed protection from UV rays. You’ll find yourself wearing these on sunny and overcast days equally.

Wow you say, for all that hype, these must be some $200 sunglasses, right? Wrong! The GG clocks in at just under 100 bones, and are worth every penny.

So put your seatbelt on, because Repo-men don’t ride with anybody ‘less they wear their seatbelt.

MSRP starting at $80.00
Available September 1, 2007

• Made from a high-grade Grilamide frame material.
• Forged steel five-barrel hinge construction.
• An 8 base curve lens geometry.
• Shatter proof Poly Carbonate lenses.
• Scratch resistant silicon hard Coated lenses.
• Eliminates 100% of all harmful UV and Blue Light.
• Available in Jet, Tortoise, Mocha Stripe and White.

Dragon is a global youth lifestyle brand worn by the world’s most elite athletes in surfing, snowboarding, motocross, skateboarding, racing, BMX, wakeboarding and skiing. For more information on Dragon, visit www.Dragonalliance.com or call 1.888.DRAGON.8.

For more on the Repo and the rest of the Dragon line go to www.dragonalliance.com <http://www.dragonalliance.com>

MSRP starting at $85.00
Available September 1, 2007

• Made from a high-grade Grilamide frame material.
• Forged steel five-barrel hinge construction.
• An 8 base curve lens geometry.
• Shatter proof Poly Carbonate lenses.
• Scratch resistant silicon, hard Coated lenses.
• Eliminates 100 percent of all harmful UV and Blue Light.
• Available in: Jet, X-Ray, Tortoise, and Crimson grain.

Dragon is a global youth lifestyle brand worn by the world’s most elite athletes in surfing, snowboarding, motocross, skateboarding, racing, BMX, wakeboarding and skiing. For more information on Dragon, visit www.Dragonalliance.com or call 1.888.DRAGON.8.

For more on the Brigade and the rest of the Dragon line go to www.dragonalliance.com <http://www.dragonalliance.com>

For all of you NOMIS fans out there, compliment your kit with this limited NOMIS CO-OP Series MACE goggle laced in Simon Chamberlain’s signature plaid print. The MACE is currently one of the most technically advanced goggles on the market featuring our Toric Lens System and helmet compatible Hinge System complete with a 2-inch strap. MSRP- $130 USD

Meet the newest addition to our ever so popular Vice Series- the “Tie Die” DX. Supposedly this goggle is so hot, it’s smoking- literally. This groovy goggle includes an amber replacement lens and matching hippie pouch equipped with a “recreational” alligator clip. MSRP- $110 USD

Come and get it ladies! What better of a trend to indulge in than delicious ice cream? Our new Neapolitan Series DXS will tastefully satisfy any of your deepest, darkest ice cream desires. The DXS possesses all features found in the DX yet is specifically designed for both women and youth in mind. Goggle comes complete with an amber replacement lens. MSRP- $95 USD

Dragon is a global youth lifestyle brand worn by the world’s most elite musicians and athletes in surfing, snowboarding, motocross, skateboarding, racing, BMX, wakeboarding and skiing. For more information on Dragon, visit www.Dragonalliance.com or call 1.888.DRAGON.8.