MONOQOOL
August 3, 2010 by admin · Leave a Comment
In 2008, MONOQOOL was established north of Copenhagen by two Danes, whose vision was to bring new technology, design, and fashion to the modern eyewear industry. Their mission is to use the best from both worlds: to combine Danish design and an innovative mindset with Japanese craftsmanship and technology. Both owners have a life time experience doing business in both countries and one of them is still living in Japan with the responsibility for manufacturing. The idea behind MONOQOOL was to create something new. The result was two new concepts: the Helix series with its patented signature hinge and the Twins series with a three dimensional effect provided by its inventive double temples.
Extreme Eyewear in South Africa
April 16, 2010 by admin · Leave a Comment
Yesterday, today and tomorrow
Justin Blecher
Owner, Extreme Eyewear
OUR style and fashion sense does not define who we are. It simply adds another layer to our complex sense of self and allows the onlooker an opportunity to experience us as interesting. It affords us the chance to “linger longer” in the mind of the observer. I understands this. Each unique eyewear store is an extension of my mind. Merchandise in-store is divided into three distinct categories: yesterday, today and tomorrow.
Today
Most of us live in the today section of fashion and style. We define what is normal and acceptable by what is most commonly observed on others. Does a diamanté-embellished cat’s eye or a horn-rimmed optical frame or a pair of sunglasses suit our face? How about an oversized plastic or round studious shape? What about small oval? Well, granted, some shapes suit our bone structure or facial features and some colours our skin or disposition, but the stark truth is that in the early 60s a diamanté cat’s eye would have been a perfect shape for us, as would a horn rim in the late 60s, oversized plastic in the 70s, round in the 80s, and oval and small in the 90s. Our sense of normal and appropriate is shifting in line with trends and so, too, our perception of beauty. The today section in-store incorporates the socially acceptable flavour of the times. It is safe and beautiful on almost all faces. cape_quarter.jpg
Tomorrow
The tomorrow section is for the brave few among us who are defining their sense of style by the vision of what tomorrow may bring! They define what is acceptable by what is possible. They flirt with their own sense of normal and stretch their own boundaries. They blur the lines of social acceptability and push the entire industry into the next era. They define our normality. Extreme Eyewear excels in this space. I have an intrinsic understanding of these clients and what inspires and excites them. We help them polish one more facet of their already intricate persona. waterfront.jpg
Yesterday
Yesterday – simple! This section is for those among us who have found other modes to explore our sense of self. All optical or sunglass stock which is passé or too “in vogue” will be in this section at greatly reduced prices to clear. Most mainstream optical and sunglass chain stores are turn-over driven and therefore follow bestseller lists rigidly. The point is that bestseller lists exist in the yesterday section as they are already deeply entrenched styles worn en masse and are on their way out! Extreme Eyewear focuses on the today and tomorrow sections. There are no bestseller lists for us as we are busy setting them for the rest of the marketplace to follow in their future, our past! morningside.jpg
Monoqool: Helix + Twins
April 14, 2010 by admin · Leave a Comment
Monoqool is the most talked about hinge to hit the UK, with an exciting and fresh concept more than worthy of its latest Red Dot Design Award !
Monoqool wins Red Dot Design Award
Jee Vice + Sex and The City
April 13, 2010 by admin · Leave a Comment
Sex and the City 2/PR
As we approach the release of the Sex and the City 2 film on May 28th, we are focusing our efforts in maximizing our exposure in order to help you open more doors as well as increase sell through in existing doors. We know that the Red Hot Purple, Heated Orange and Brown Sexy will be in the film and therefore have ordered significant quantities which will be delivered in the coming weeks.
Specific initiatives include the following:
1. We will be participating with Mercedes Benz in a worldwide ad campaign involving Sex and the City 2 film release at the end of May. (please see image below)
2. We will be working with the producers of the film, Warner Brothers to promote Jee Vice and the film in the 60 top cities in North America. This will be via radio, print, and internet and will involve giveaways and private screenings.
3. For Canada, we are in initial discussions with Warner Brothers for a targeted ad campaign.
4. We are also working closely with major national magazines (People, US Weekly, In TOUCH, etc) to highlight Jee Vice in articles addressing what the stars are wearing in the film.
5. We will be in the July issue of In Style, which will feature the Caramel SPICY.
Well done MYKITA
March 29, 2010 by admin · Leave a Comment
will. i. am – Black Eyed Peas in MYKITA
Will. I. Am in MYKITA
William James Adams, Jr. (born March 15, 1975 in Los Angeles,
United States),better known by his stage names will.i.am
or Zuper Blahq, is an American rapper, songwriter, producer and actor.
will.i.am rose to fame as a frontman and co-founder of
the hip hop group the Black Eyed Peas, with rappers
apl.de.ap, Taboo, and later added member pop singer Fergie.
As a producer, he has produced for some Reggaeton singers
such as Daddy Yankee.
www.blackeyedpeas.com/
Awards recently won by MYKITA
2009 GOOD DESIGN AWARD
As awarded by the Chicago Athenaeum: Museum of Architecture an Design.
MYKITA COLLECTION NO.1 was awarded with the 2009 GOOD DESIGN Award.
The GOOD DESIGN program was founded in Chicago in 1950 and remains the oldest and world‘s most recognized program for design excellence worldwide.
REDDOT DESIGN AWARD
New member of MYKITA‘s LITE COLLECTION – ODA – was awarded with the German design award „red dot“.
Since 1955, the Design Zentrum Nordrhein Westfalen has been marking outstanding international product design with its famous dot.