Rob Dyrdek’s IVI Launch Party

Rob Dyrdek formally introduces IVI sunglass brand. Check a full recap and photo gallery here.

Last Saturday night, skateboard mogul Rob Dyrdek, along with partners Pete Fox and Jerome Mage, presented the full collection of their new sunglass line, IVI, at a private residence in Hollywood Hills. The evening kicked off with a sunset performance by revered LA band, BLEACHED. Personal friends of Rob stopped by to congratulate him on the line, including Ryan Sheckler, Keith Hufnagel, Dylan Rieder, Chad Muska, Felix Arguelles, and more.

Guests partied into the early hours of the morning listening to DJs Ana Calderon and Mom Jeans (Danny Masterson). Partygoers were also treated to the debut of the IVI collection displayed in branded towers stationed around the home. Celebs and media got their own pair of sunglasses before the line officially launched to the public on the website. Carl Zeiss lenses are exclusive in every lens in IVI sunglasses.