by Stephen Garner
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Portraits courtesy of Timothy Greenfield-Sanders

Eyebobs, purveyor of distinctive reading glasses geared toward independent thinkers, is introducing a limited-edition frame in two colors, “Take A Stand,” to benefit Stand Up To Cancer (SU2C). Co-founded by Katie Couric in 2008, SU2C raises funds for collaborative cancer research that gets new treatments to the patients who need them quickly.

The initiative kicks off exclusively at Neiman Marcus and Allen Edmonds this month, both in-store and online, before rolling out to additional specialty stores in the U.S. and Europe, and also online at eyebobs.com. A portion of the proceeds from the sale of “Take A Stand,” which retails for $79, will be donated to SU2C, with Eyebobs committing a minimum of $100,000.

A series of portraits taken by “The Boomer List” photographer and filmmaker Timothy Greenfield-Sanders will anchor the initiative. Subjects wearing “Take A Stand” and holding a placard that states, “I Stand Up For…” include John Slattery, Bryant Gumbel, Michael Bolton and a rare self-portrait of Timothy Greenfield-Sanders himself.

And, like any good campaign with legs (or eyes), there will be a special social component: Eyebobs will donate an additional two dollars for every person who posts an image wearing the brand’s frames using the hashtag #StandWithEyebobs. What’s more, customers who visit eyebobs.com will be able to print an “I Stand For” placard to accompany their social efforts.