Jonathan Paul® Fitovers Eyewear Unveils Dynamic Update to its Brand Direction for 2018

"Optical versatility. On-the-go, lifestyle performance," coined as new Jonathan Paul® Fitovers Eyewear brand tagline
Publish date:

PLAINVILLE, Mass. - March 15, 2018  

Jonathan Paul

Jonathan Paul® Fitovers Eyewear, originator of the fitovers eyewear category, continues its dynamic start to 2018 with a new look and message to support its future brand growth.

Centered around the tagline, “Optical Versatility. On-the-Go, Lifestyle Performance,” Jonathan Paul Fitovers’ new direction will serve to drive all future brand campaigns and product innovation, with a goal of better positioning the Jonathan Paul brand for its core customers, while remaining consistent to the brand’s heritage of providing best-in-class fitover sunglasses to service prescription eyewear users and their versatile lifestyles.

With the recent launch of its completely redesigned website, along with a host of new branded assets, 2018 marks a pivotal time for the Jonathan Paul Fitovers brand, kicking off a comprehensive consumer-focused print and digital campaign to raise awareness for the growing fitovers category and breadth of the Jonathan Paul product collection. The brand’s new message also strengthens its position in providing soutions for those looking for an alternative to much higher priced prescription sunglasses or the inferior optics offered in other fitovers eyewear.

As the originator of the fitovers category, Jonathan Paul® Fitovers Eyewear delivers the most premium assorment of fitover sunglasses in the market. Whether through tailored frame shapes that deliver a more precise fit for any prescription eyeglass style, or Polarvue® polarized polycarbonate lenses that eliminate glare and provide 100% protection from harmful UVA and UVB rays, Jonathan Paul Fitovers has earned a reputation for performance and quality from its global customer base, whether heading out on day hiking, fly fishing, urban, or coastal excursions.

To learn more about the Jonathan Paul Fitovers Eyewear brand and its 2018 campaigns and promotions, and to check out its complete collection of products, please visit

About Jonathan Paul® Fitovers Eyewear

Founded over 20 years ago in Australia, Jonathan Paul® Fitovers Eyewear originated as a solution to the intense Australian sun. Effective, comfortable, and affordable, this revolutionary new fashionable and functional fit over sunglass with its innovative wrap-around styling quickly caught on. Delivering optical versatility and on-the-go, lifestyle performance, JPE continues to lead the charge in the fitovers category, delivering best-in-class optical performance and frame designs to service prescription eyewear users and their versatile lifestyles. For more information about Jonathan Paul Fitovers Eyewear, please visit Jonathan Paul is part of the Hilco Vision portfolio of brands.

Media Contact:

Chris McCullough

Director, Consumer Brand Marketing Hilco Vision Outdoor

(206) 450-7028


Jonathan Paul® Fitovers Eyewear