Features
Hot Shades
By Katie Luscombe
Jul 15, 2008, 10:56

Hot Shades
Rays Lite

Within the past few years, the power of an A-list celebrity single-handedly popularizing a trend, brand or accessory has been growing astronomically. Designers know that one single paparazzi shot of Kate Moss or Angelina Jolie sporting one of their products will create instant mass demand and can have the unparalleled power to springboard their brand into a must-have name (Note: This is why rich, famous people get so much free stuff).

One key star power accessory? Shades. “I think that it’s a thing about feeling good about what you’re wearing,” said Rays Lite, creator of Celebrity-Sunglasses-Finder.com. A Detroit-based former model and sunglass salesman, Rays has watched the designer sunglasses phenomenon grow since the days when Oakley and Ray Ban were the only brands anyone cared about. He now focuses his efforts on Celebrity-Sunglasses-Finder.com, tirelessly tracking down any frame the stars are wearing and posting the info for the credit card wielding world to see.

 “All that customers care about are what celebrities are wearing and if they look hot or not,” said Rays, something he learned in his retail days where he gained his knowledge and love of the accessory.  More interested in sharing his opinions and expertise than pushing uninspired looks on his shoppers for commission, he began the Web site. When his company found out, he was forced to choose between the site and his sales job due to a conflict of interest. Rays chose the Web site, and left his job that day.

So who does everyone want to look like these days? “The Jonas Brothers are taking over our Web site,” he said of the squeaky-clean pop-rock sensation, who recently edged out Disney’s other tween star, Vanessa Hudgens, as the most-requested celebrity. Angelina Jolie, always a rock-solid bet, comes in third, with Rihanna popping up every now and again.

Though the top designer brands, such as Chanel, will always be in high demand, Rays (who owns 50 pairs himself) says that he is seeing the trends shift to more unknown brands, as people want to stand out from the ordinary. “My favorite brand right now is Chrome Hearts,” he said, and predicts that big shapes are here to stay.

It’s hard to imagine someone this passionate about sunglasses. But to do this job with such dedication, you’d have to be. “I just want to tell people what I know.”  | RDW

Celeb in you: Celebrity-Sunglasses-Finder.com

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