Feb 232011

By Linda Kor —

What do snowboarding sensation Shaun White and Oakley Inc., the premier sports performance and lifestyle brand, have in common? The answer is Holbrook, Ariz.

Oakley recently produced a Shaun White signature series of sunglasses named after the very town many of us call home. According to the company’s website, company officials, along with White, chose to go back to vintage styles like the original Oakleys, then set out to distill their own vision of American cool.

“Holbrook is a timeless classic that echoes the screen heroes from the 1940s, ‘50s and ‘60s, the icons who inspired youth with their own brand of defiance,” states the website.

The company notes the name of this series is inspired by Holbrook, “a small town found along historic Route 66 that sits on the outskirts of the Painted Desert and the Petrified Forest. It’s a classic western badland that epitomizes a spirit of exploration and adventure found in those traveling along Highway 66 in the ‘50s and ‘60s.”

The sunglasses come in five different frame colors at a starting price of $110 with Oakley offering the product to consumers in more than 100 countries throughout the world.

So in a world where perception is everything, Holbrook is now the new name in cool.