Benzinga | Nov 1, 2021 06:08AM EDT

Sam's Club And Walmart To Launch First Eyewear Collection Created By The Legendary Elton John

Elton John's iconic style and famed music career comes to life through an exclusive new eyewear collection

Eyewear line gives fans access to high-quality, stylish products while benefiting the Elton John AIDS Foundation

BENTONVILLE, Ark.--(BUSINESS WIRE)-- Elton John Eyewear, a new line of stylish, accessible eyewear, is launching at Sam's Club today and at Walmart later this week.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211101005091/en/

Sam's Club and Walmart to Launch First Eyewear Collection Created by the Legendary Elton John (Photo: Business Wire)

Elton John collaborated closely with the retailers on the development of the brand, with each pair inspired by his iconic style and famed music career. Each frame was given a name by Elton himself, like "Rocketman," a nod to his chart-topping hit and most recent Academy Award Nominated film of the same name, "A-List" reflecting moments when he was at the peak of his career, and "Prodigy," representing his rise from a shy piano prodigy in the UK to international celebrity. From their shapes and colors to their lenses, the goal of the collection was to ensure that there is a frame for every fan.

"Elton John Eyewear celebrates confidence, self-expression, and authenticity," said Elton. "The line is designed to have something for everyone, so no matter who you are, you can always Look Yourself. It's not just about glasses, it's about changing the way people see themselves."

The launch of Elton John Eyewear also furthers Walmart's support of the Elton John AIDS Foundation's mission. Walmart Inc. will donate a minimum of $1 million annually from the Elton John Eyewear collection to support the Elton John AIDS Foundation to increase HIV education and awareness and encourage individuals to take the first steps toward a healthier future.

"Our customers and members are going to love this collection. We're thrilled to celebrate Elton John's creativity and iconic style by launching a fun, on-trend eyewear collection that will help customers feel their best, all at an every day low price," said Janey Whiteside, executive vice president and chief customer officer, Walmart US. "On top of that, we're proud to shine a light on the work of the Elton John AIDS Foundation and donate a portion of the sales to their important mission."

"We know Sam's Club members and Walmart customers look to us for quality, on-trend brands at an amazing price, and the Elton John Eyewear Collection delivers just that," said Megan Crozier, Chief Merchant, Sam's Club. "We've created an eyewear line using materials, elements and contours across expressive silhouettes, making the brand feel like luxury at an affordable price, while also telling Elton John's phenomenal story."