Robert Mondavi Private Selection Collaborates with Eyewear Designer Woodzee

For the first time, Robert Mondavi Private Selection will give its wine barrels a fashionable second life: as special-edition sunglasses inspired by the sun-drenched vineyards where its California Central Coast wines are grown. Robert Mondavi Private Selection has teamed up with Woodzee, a Chico, CA-based eyewear designer, to transform its used oak barrels into these must-have frames. The special-edition sunglasses, available for purchase in December 2013 at for $120, are real attention-grabbers.
The special-edition frames get their distinctive tint from the oak barrels used to age Robert Mondavi Private Selection’s Coastal Crush Red. Their updated classic shape is flattering on both men and women; available in four lens colors: bronze, grey, reflective blue, and reflective green; and bears a barrel logo on the temple, indicative of its recycled material.
Woodzee crafts its frames exclusively from wood, from lightweight bamboo to repurposed maple skateboard decks. “Working with Robert Mondavi Private Selection was a natural fit,” says Woodzee co-founder Luke Winter. “Winemaking is so tied to the earth, and we couldn’t wait to see how we could take the oak wine barrels and make something really exciting from them.”
Robert Mondavi Private Selection Winemaker Rick Boyer is equally thrilled to partner with Woodzee. Rick notes, “Living and working in the sunny Central Coast, we’re always wearing shades. It’s been great giving the barrels a new life by recycling our wood for Woodzee sunglasses.”
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About Robert Mondavi Private Selection
Robert Mondavi’s visionary pursuit of great California wines led him to the Central Coast in the 1990s when he discovered some of the finest coastal vineyards. Robert Mondavi transformed wine culture in the U.S. by creating Robert Mondavi Private Selection as elegant, affordable, and food friendly wines. The perfect choice for a casual dinner with friends or a rooftop party, Robert Mondavi Private Selection’s approachable wines are true to its roots and showcase the best of the California’s Central Coast. For more about Robert Mondavi Private Selection, please visit
About Woodzee
Woodzee Inc. is a young and innovative eyewear company founded by Tom Patton and Luke Winter in 2011. Based in the picturesque “City of Trees,” Chico, CA, Woodzee’s mission is to provide quality and stylish sunglasses at an affordable price, while also promoting a sustainable relationship between humankind and nature. By constructing a variety of beautiful pieces from natural, renewable resources, Woodzee invites customers to bring style & nature together every day! For additional information about Woodzee, visit