MITA EYEWEAR DEBUTS AT MIDO 2020 WITH COLLEZIONE 1
EYEWEAR MADE FROM RECYCLED WATER BOTTLES, BIODEGRADABLE LENSES AND RECYCLED ALUMINIUM
Vision of Tomorrow is launching a collection that brings fashion and sustainability together.
January 2020_ Vision of Tomorrow (VOT) – the eyewear consulting and services company born from the twenty years of experience of Nora Cabrera (COO) and Fabio Ferracane (CEO) – presents the new MITA Eyewear collection.
The name MITA represents the spirit of the brand: MI as Miami first initials, home of VoT, and ITA as Italy. A name that represents a bridge between the melting pot stylish culture of the American Magic City and the concepts of Italian craftsmanship and design.
During the 50th edition of MIDO, MITA will officially make its debut with COLLEZIONE 1, a totally eco-friendly eyewear brand. The 17 optical styles and the 13 sunglassesare in fact made from recycled and recyclable materials: the plastic designs are made from PET plastic bottles collected from the ocean, while the metal ones are made from recycled aluminum. The attention to the environment does not stop at the frames, but also involves demo and sun biodegradable lenses, components and packaging.
« After over twenty years of experience in the industry, we are happy to launch our MITA Eyewear brand born from the concept of reshaping fashion. Nora and I believe that the process towards a sustainable and environmentally friendly system must start now in a concrete way. Globally, many industries have made great steps in this direction and our sector cannot stand by. COLLEZIONE 1 was born with this philosophy » so Fabio Ferracane said, CEO of VoT.
Waiting to unveil the entire collection at MIDO here are two iconic models: SOLE, a women’s sunglasses, and MIO1913 a men’s ophthalmic frame.
MIO1913 C2 01
The model, made from recycled PET plastic, features a wide shape of vintage inspiration highlighted by the detail on the bridge. A frame that perfectly suits the personality of those who love fashion that can be worn on a daily basis.
SOLE
The model, which evokes the vibrant atmosphere of Miami’s beaches, has an extremely feminine oversized shape, embellished with a metal bar with the lasered logo. It is made from recycled PET plastic and the lenses are also biodegradable.
COLOURS COLLIDE, FINISHES ARE FRESH, EYESHAPES PACK A PUNCH
On a stall at London’s Portobello market in 1973, Nitin Shah and his two brother Arun & Milan began selling denim. Cut to today and Pepe Jeans is recognised as one of the fastest growing denim and casual wear brands in the world.
Pepe Jeans opticals bring a breath of fresh air; colouration is striking, eyeshapes are directional and finishes are diverse. From matte sandblasted crystals lined with vintage union jack prints as seen in PJ3138 to the latest, thinnest TR90 optical frames PJ3140, made from memory plastic that is both lightweight and functional, Pepe Jeans optical has it all.
Taking inspiration from the London born brand’s routes the unisex styles and signature elements and details reinforce the brand’s beginnings. Earthy, muted, military tones with strong natural greens and greys in PJ3139’s tri-colour acetate laminates and real denim inset into acetates feature strongly in PJ3143, completing this collection of young and fashion forward shapes and styles.
About Mondottica
Arguably the most successful eyewear company to appear on the world stage in the past decade, Mondottica is a true world citizen. From humble beginnings, the company now has offices and operations in Hong Kong, London, Paris, New York and Sydney with distribution reach that spans all continents.
The company’s motto – Eyewear Brand Partners – is also its mission statement and taken very seriously; to give each brand in its portfolio the respect and understanding necessary to create collections the brand is proud of. Mondottica offers exceptionally interesting brands and innovative high quality products.
Mondottica has licenses for Hackett, Christian Lacroix, Cacharel, Joules and Yohji Yamamoto worldwide, Ted Baker and Lulu Guinness worldwide except the US and Canada, Anna Sui worldwide except Japan, Marimekko worldwide except Japan and Korea and Pepe Jeans London worldwide except Spain. It also has distribution joint ventures in the European Community with Rem.
Italian craftsmanship in the world of eyewear. The quest for excellence through distinctive pairings of materials: wood, aluminum, leather, rubber, carbon fiber, and fabric. Creativity and technology, the past and the future – in perfect harmony. This is the essence of RYE&LYE, the Immagine 98 collection designed for the wearer who makes mature choices and is comfortable setting trends. Strengthening this bond between past and future, art and technology, are the frames from the new collection. Styles whose names take inspiration from the great Italian masters: from Tiziano to Raffaello, from Giotto to Leonardo. Masters of Art with a capital A. True to their craft, RYE&LYE creates minor masterpieces of eyewear: objects that are perfect in their purity. With skillful artistry the style office, headed by Tiziano Tabacchi, wisely chooses and uses materials from the future, applying them to the classic shapes of eyewear. The results are frames with names like Caravaggio, Botticelli or Mantegna that, as minor works of art, pay homage to their sublime Italian namesakes — Italian, just like RYE&LYE, in their DNA and their creativity.
BLING! WOODONE INTRODUCES THE GLITTERING SPECTACLES
Every WooDone model is carved from a single panel composed of eight layers of chipboard obtained from recycled tree materials with certified origins from Alto Adige. The pristine landscapes of the Dolomites inspire shapes that are influenced by the most contemporary fashion trends, which are redesigned to combine them with the natural beauty of wood. The collection includes both squared and well-defined shapes both softer and more feminine styles in the natural colours of Alto Adige wood: coppery brown walnut, golden cherry wood and warm black acacia. All of this encapsulated in a frame that weighs just 13 grams and that can feature both prescription and sun lenses. Each model is also available in the Bling version: a special exterior cover in Galenit, a mineral powder that offers the spectacular shine of quartz and reflects the light in a thousand different ways. The brilliance of the stone highlights the strength of wood to create a valuable and truly eye-catching accessory. WooDone, done by nature, designed for your eyes.
Presented at the AW fashion show in Calabiana, Milan, this artisanal-made frame is a contemporary reinterpretation of the protection masks of the artic population Inuit, being playing with the « slit » concept and overturning it into its opposite. Released in a limited edition, Tom Rebl Inuit sunglasses are a pure handicraft made of leather and raw steel. The total black Zeiss lenses are punctured and hand-sewn on the frame. The iconic Tom Rebl red lip logo is inserted in the left temple tip.
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