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© Maui Jim
Focus
Partnership
Maui Jim reveals its new, stylish, urban look
From its creation on the beaches of Lahaina, Hawaii, in 1987, to its triumphant entrance into the Kering Eyewear line 35 years later, the American brand has always been a beacon for lovers of sports and the great outdoors. With its new ‘Ekahi collection, combining advanced technology and contemporary design, Maui Jim is shining once again with a cool, modern, urban aesthetic in the image of Evan Mock, its global ambassador.
© Maui Jim
MAUI JIM, A HERITAGE OF PROTECTION, LIGHT, AND COLOR
The brand’s backstory is as beautiful as a sunset over the island of Maui. In the 1980s, local fisherman Jim Richards sold sunglasses to protect people’s eyes from the tropical glare. The inspiration and name for the brand were an obvious choice. Launched in 2004, PolarizedPlus2® lens technology then catapulted the fledgling brand into global renown, making Maui Jim eyewear a truly unique company. Incorporating several layers of lens coatings, the eyewear offers optimum protection against UV and blue light, anti-reflective comfort thanks to the polarizing filter, scratch-resistant durability, hydrophobic and oleophobic properties, and above all, an unrivalled color experience. This combination of protection, clarity, attention to detail, and color has made the brand a firm favorite among outdoor athletes for years. The first collection designed and produced with the support of Kering Eyewear is an invitation to venture further – to a place in which athlètes experts, those in search of experiences, and young, urban Gen Zers become one in the name of visual emotion.
© maui Jim
© maui Jim
© maui Jim
‘EKAHI, THE MAUI JIM RENEWAL COLLECTION
“See the reality and the beauty of the island,” this saying behind Maui Jim takes on new meaning with the ‘Ekahi collection (meaning “one” in Hawaiian). The models’ Hawaiian names, versatile shapes, bright colors, and signature details are a true tribute to the island’s culture. The unique touches include the Wavy motif, which conjures up images of ocean’s movements and the island’s peaks and valleys, the Hawaiian Native motif, inspired by traditional Hawaiian fabrics, and the Slash motif, inspired by the dynamic aesthetic of the Maui Jim logo.
© maui Jim
© maui Jim
© maui Jim
‘EKAHI, THREE TRENDY STYLES
The collection features three main categories: MauiPure, MauiBrilliant, and SuperThin Glass, each featuring PolarizedPlus2® technology and named after an exclusive lens material.
Revisiting the iconic Ho’okipa frame and logo of the 1980s, the MauiPure frames feature sporty shapes with a trendy, retro twist, and Hawaiian sunset hues enhanced by mirrored lenses designed exclusively in Japan.
With their titanium frames and lightweight lenses in graded, warm, natural tones, the models in the MauiBrilliant category combine visual comfort with timeless chic.
Last but not least, the bold, fashionable SuperThin Glass models owe their style to the injected frames and Native motif visible through the transparent temples. All models have lenses made in Italy for the sharpest optics possible.
MAUI JIM — COLOR YOU CAN FEEL
“COLOR YOU CAN FEEL,” AN IMMERSIVE CAMPAIGN WITH EVAN MOCK
From the pure, vibrant blues of the ocean to the brilliant pinks and oranges of a sunset over skyscrapers, Maui Jim takes wearers on an immersive journey to the heart of color, beauty, and emotion. As part of this new campaign-experience, the brand has chosen the ultra-cool, on-trend Evan Mock. Surfer, skateboarder, model, and actor, the Gossip Girl protagonist is also a lover of fashion and big thrills – including discovering the world’s beauty through fresh eyes thanks to Maui Jim eyewear. Follow his gaze!
Written by Yanita Kostova
Rewritten in english by Alexander Uff