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
How MYKITA colour codes work
April 16, 2010 by admin · Leave a Comment
MYKITA Colour codes
Collection Nr. 1
01 Silver
02 Black
03 Gold
04 Grey
05 Brown
06 Blackberry
07 Silverline
08 Goldline
09 Pearl
10 Purple
12 Graphite
13 Glossygold
14 Mattgold
16 Ruthenium
17 Platinum
19 Whitegold
20 Whitegoldplaid
21 Silverplaid
22 Goldplaid
23 Silvergrid
24 Chocolate
25 Blacklinedtartan
26 Concrete
27 Coalgrey
28 Mattblackgrid
29 Offwhite
50 Edelweiss
51 Shiny Silver
52 Silver/Black
53 Silver/Coalgrey
54 Silver/Offwhite
55 Shiny Gold
56 Gold/Black
58 Whitegold/Chocolate
80 Purplered
81 Violet
84 Navy
85 Pearl/Chocolate
96 Blacktrellis
97 Browntrellis
98 Blackbead
99 Brownbead
Concord
60 Black/Black
61 Gold/Lightgrey
62 Brown/Darkbrown
63 Gold/Lightgrey
64 Purple/Aubergine
65 Graphite/Darkgrey
66 Edelweiss/Lavender
67 Shinysilver/Lightgrey
68 Gold/Bordeaux
69 Pearl/Red
Collection Nr. 2
001 Black
002 Brown
003 Warmgrey
004 Coolgrey (gibt es nicht mehr)
005 Darkblue
006 Olive (gibt es nicht mehr)
007 Bordeaux
008 Red
010 Darkbrown
011 Aubergine
501 Sahara
502 Le Mans
601 Cuba
602 Tobago
701 Taupe
901 Cream White
902 Cream Toffee
903 Ruby
904 Peridot
905 Aquamarine
906 Honey
907 Smoke
908 Amethyst
910 Topaz
911 Garnet
912 Quartz
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.
The AgenC spots Lady Gaga in MYKITA
March 1, 2010 by admin · Leave a Comment
Lady Gaga wears MYKITA
Name at birth: Stefani Joanne Angelina Germanotta
Lady GaGa is a singer, songwriter, and proud seeker of skin-deep pop culture celebrity. Her 2008 debut album, The Fame, stated her goal and achieved it all at once. Born into a New York Italian family, she went to Convent of the Sacred Heart (the same high school as Paris and Nicky Hilton) and attended New York University. A self-professed fan of the glam rock of David Bowie and Queen, she made her way into the New York club scene and wrote songs for the Pussycat Dolls before scoring her own record deal and releasing The Fame, with its hit singles “Poker Face,” “Just Dance” and “Beautiful Dirty Rich.” Lady GaGa is just as famous for her devotion to hot pants and outrageous fashion, with a look that seems to be equal parts Cher, Christina Aguilera and Joan Crawford.
Extra credit: She spells her name Gaga or GaGa, depending on whim… According to a 2009 report in The Times of London, she “works with a collective called the Haus of GaGa, who collaborate with their muse on clothing, stage sets and sounds. ‘In this industry, you get a lot of stylists and producers thrown at you, but this is my own creative team, modelled on Warhol’s Factory. Everyone is under 26 and we do everything together.’”
Jonathan van Blerk
January 20, 2010 by admin · Leave a Comment
Jonathan van Blerk
Mykita is exclusively handled in The United Kingdom, Ireland and South Africa by Jonathan van Blerk.
Jonathan van Blerk is available on j.vanblerk@mykita.com or on +44(0) 777 471 0050 or visit www.mykita.com
