NEW COLLECTION BRINGS SAFILO BACK TO BRAND

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Launching this season, the new SAFILO eyewear collection brings the iconic company back to its artisanship roots.

Unveiled in a hidden room to a select few at this year’s MIDO eyewear show in Milan, the new SAFILO eyewear collection is launching  this autumn in designs that combine advanced hinge technology with acetate, metal or titanium along with interchangeable modular parts that ensure a customized fit for any face.

The 16 styles for men celebrate Italian manufacturing, starting with their names that include Calibro, Canalino, Buratto, Lastra, and Bussola. A range of classic colors include vintage havana and subtle tones of black, brown and gray.

FIT FOR ANY FACE

Picking up on the company’s trailblazing history in which it introduced the iconic Elasta hinge 40 years ago, the SAFILO eyewear collection’s new hinge features a titanium body and an innovative system of double springs that the company has tested out to a range of 15 years of durability. The hinge mechanism involves six components, one seamless cylindrical titanium body, one stem, two miniaturized harmonic steel springs and two anti-cam-out Teflon-coated screws. The new hinge allows the temples to adapt to the unique shape of every face, while the distinctive tubular section enhances the flexibility of the temples.

To further ensure a fit that can be customized to any face size and shape, the new designs feature ergonomic and interchangeable nosepads in two sizes on the metal styles, ergonomic anti-slip tips and an adjustable pantoscopic angle.

MADE TO BE MODULAR 

The new SAFILO optical frames are a modular design system with a varied choice of materials, shapes and sizes with spare parts that can be ordered and replaced. All elements are created to be easily assembled and disassembled in a way that quickly allows an optician to repair or change the parts.

Signaling a return to company- branded products and to cover all optical market opportunities, this newly launched SAFILO eyewear collection is complemented by a wide portfolio of brands, including KIDS by SAFILO, SEVENTH STREET by SAFILO for youth, and Elasta and Emozioni for the mature market.

In an exclusive interview with VCPN, Safilo’s CEO Luisa Delgado remarked about the company’s relaunching  of its house brands: “They are our history. For many years, Safilo was enamored only with licenses. It was perceived as more sexy than working on our own core brands. We have changed that, and today we put our best people on our own core brands, from Carrerra to Polaroid, Safilo to Smith. In the U.S. we also focus on brands such as Elasta Emozioni and Chesterfield. We see our core as our house brands, representing between 40% and 50% of our business.”

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