Pitti Immagine and Mido launch POP-EYE: the new exhibition project that explores the boundaries between fashion and eyewear at Pitti Uomo Pitti Uomo always devotes more and more space to the world of accessories and its increasingly important market role. The accessory is a fundamental part of a man’s wardrobe, a styling touch that redesigns and completes any outfit. And this edition of the fair will be devoting even more attention to accessories, not only by enriching the offerings of the Pop Up Stores, but by launching POP-EYE, the new project dedicated to eyewear and produced by Pitti Immagine in cooperation with MIDO the key international trade fair for eyewear. Staged in a strategic location on the Lower Level of the Main Pavilion, POP-EYE will explore the link between eyewear and fashion with an emphasis on the highest quality, attention to design and style research. Pop-Eye will showcase a selection of creativity and innovation-oriented brands, perfect to meet the needs of the most sophisticated buyers, as well as eyewear manufacturers looking for new creative ideas. The names on display at the fair: Caroline Abram, David Marc, Dom Vetro, Established MMXII, Finlay, Les Pièces Unique, Masunaga, Matsuda Eyewear, Sunday Somewhere, Spektre, TYG Spectacles and Vava. Setting designed by Alessandro Moradei. “Pop-Eye is going to be one of the most interesting innovations at this edition of Pitti Uomo”, says Raffaello Napoleone, CEO of Pitti Immagine, “it is a project that is, first and foremost, a synergy between two trade fairs, Pitti Uomo and Mido, both leaders on the their respective markets that have come together in this mutual undertaking. Launching a specific area devoted to sophisticated and researched eyewear, like Pop-Eye, here at Pitti Uomo, will give our buyers the opportunity to expand the merchandise offerings of their increasingly sophisticated and lifestyle-oriented stores. And it will offer the vendors opportunities for creative networking between the worlds of fashion and eyewear to create new cooperation agreements and to launch capsule collections in line with an increasingly advanced market strategy”. “This initiative is part of the spectrum of activities that Mido promotes throughout the year, accompanying a number of exhibitors to places outside its own fair in order to reach new interlocutors between international media and a more evolved public” , says Cirillo Marcolin, president of MIDO, “After taking part in the Fuorisalone in Milan, now Mido comes to Pitti Uomo with a selection of brands that draw inspiration from the world of fashion and that here can find inspiration for their creativity: a unique opportunity to make themselves known and to consolidate the now historic links between fashion and eyewear in one of the most prestigious settings on the international scene.” Caroline Abram Parisian-born Caroline Abram, is a child of the trade. She created her first collection of eyewear accessories while she was learning the business in her family’s stores. “The market needs sexy and elegant eyewear that enhances the femininity of all women” and it was with these words that, in 2008, she launched the Caroline Abram eyewear collection, which was followed by collections for men and children. Her style is avant-garde, with cat eye frames taking the dominant role and unusual combinations of bright colors. www.carolineabram.com David Marc The David Marc brand is the result of the encounter between David di Porto and Marco Efrati, one very heedful of details and subtle nuances of design, and the other, focused on Italian products and their quality, and both share a passion for original eyewear with fine finishes and trims. And this led to the idea of creating an eyewear collection that is handmade in Italy with a vintage flair – reinterpreting classic styles in camouflage plastic or metals with an aged finish. www.davidmarc.it Dom Vetro This U.S. brand, Dom Vetro, promotes finest Italian tradition of eyewear handcrafted in the Alps since the eighteenth century. It is a social enterprise that brings together a new generation of master craftsmen with the aim of continuing the tradition of Italian handmade eyewear as opposed to industrial mass manufactured items. The key words are: creativity, quality and Italian originality for truly unique eyewear. www.dom-vetro.myshopify.com Established MMXII Established MMXII aims at designing eyewear as a true expression of individuality. Each model is a harmonious blend of classical styles, modern shapes and contemporary colors and materials. Designed in Australia, produced from the finest Italian materials and handcrafted in Hong Kong, each collection reflects the international spirit that defines the brand that is unique for the broadness of its offering. www.establishedstore.com Finlay & Co. Ever since its founding in 2012, Finlay & Co. has enjoyed a huge success as an eyewear brand and rose to fame with the sunglasses that have handmade wooden frames. And since each piece of wood has a different grain, each pair is unique. The 2014 spring-summer collection expanded the range to other quality materials such as metal while remaining true to the brand’s iconic style. www.finlayandco.com Les Pièces Uniques Taking its inspiration from the classic shapes of the past, and using the most sophisticated resources of the present, Les Pièces Uniques offers all the creativity and excellence of Hand Made in Italy. The brand was founded with the precise aim of creating collections that leave a personalized imprint on the wearer. Each pair of frames are made entirely in the Cadore region of Italy using the finest materials and then hand-finished by skilled master craftsmen. www.lespiecesuniques.it Masunaga History, craftsmanship and a tradition of quality: three values that Masunaga has been maintaining for more than a century. Ever since 1905, the company has kept to the same standards of research and production so that Masunaga optical frames consistently express the 2 clean style of Japanese cultural traditions. Highest quality acetate, titanium components, and timeless design are the distinguishing features of each Masunaga model. www.masunaga1905.com Matsuda Eyewear Founded in 1967 by Mitsuhiro Matsuda, Matsuda Eyewear quickly became famous for its creations with a retro flair, creations that look to the past for inspiration reinterpreting it with a contemporary twist and cutting-edge styles. This style signature, combined with utmost attention to detail, the finest materials and most advantageous production techniques define the Matsuda brand. www.matsudaeyewear.com Spektre Sunglasses “Glam, elegant and anarchic” are the best words to define Spektre, the Milan-based sunglass brand founded in 2009 that offers a unique mix of elegance and street-style attitude. The firm has recently expanded its range of frames and materials to include metal and acetate, and by reinterpreting moods of the past in a strong contemporary spirit. www.spektresunglasses.com Sunday Somewhere A collection of timeless sunglasses, inspired by classic shapes and made for the present using unusual materials, shapes and colors – such as electric blue and mint green. Multicolor mirror lenses, acetate frames, metal temples and leather trim. At Pop-Eye, Sunday Somewhere presents a series of high-quality classic styles informed by the continuous quest for an innovative touch. www.sundaysomewhere.com TYG Spectacles Eyewear is the accessory that best expresses good taste and timeless style: this is the concept expressed by the brand’s founders. And through their use of experimental materials and a truly creative palette develop models that fit the faces of all different kinds of people. From basic tortoiseshell frames to colorful and mirror lenses, TYG Spectacles puts the focus on customizing sunglasses through technological experimentation and innovative design. www.tygspectacles.com Vava A return to purist design and quality materials – this is the Vava leitmotif, and the company’s goal is to offer finely made products that embrace a tradition handed down from generation to generation, fine craftsmanship and contemporary styling. Each model is characterized by a strong urban mood, extremely clean lines and futuristic design. www.vavaeyewear.com Florence, 17 June 2014 3