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Russell Westbrook’s eyewear company unveils NBA-themed frames (pic)

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An eyewear company fronted by Oklahoma City Thunder superstar Russell Westbrook has announced a partnership with the NBA — the second collaboration between the league and the company — through which a limited series of team-inspired frames will be released in July.

Westbrook Frames, a company co-owned by the dynamic point guard launched in 2014, unveiled an initial release of NBA team eyewear, which pay stylistic homage to the Cleveland Cavaliers, Boston Celtics, Los Angeles Clippers, Miami Heat, New York Knicks, Los Angeles Lakers and Brooklyn Nets, according to an NBA.com report.

Westbrook Frames co-owner Marc Beckman said ultimately eyewear inspired by all 30 teams will be available.

“Our goal was to put together a special collection of luxury-tiered eyewear that really caters to the very prevalent upper-echelon sports fan who loves fashion right now,” Beckman told NBA.com. “NBA and basketball are the leaders when it comes to all sports and fashion.”

Westbrook’s interest in high-fashion eyewear developed out of the attention generated when he rocked a pair of lens-less red frames during the 2012 playoffs.

“Being that Russell was the one who created this eyewear trend in the NBA, it was important for us to give him the opportunity to own an equity position, and to be the first out in the category out of all the players in the NBA,” Beckman said. “We wanted to own that space for Russell.”

Westbrook has rightfully earned a reputation of being one of the NBA’s most fashion-forward — or -backward, depending on one’s point of view — players (see here and here). Not only does he try to look his best when showing up at the arena or at his appearances during postgame interviews, the Thunder superstar has made several forays into the fashion world by throwing his name behind several business endeavors, including a wacky line of underwear for Kings & Jaxs in 2014.

(image via Westbrook Frames)