SUPER

Made in Italy

Daniel and Simon Beckerman are the creators of SUPER and are also publishers of PIG Magazine, the most prestigious independent music and fashion magazine in Italy. The idea came out when Daniel realized that there was no eyewear brand that was representing a certain type of fashion culture:

“All the company’s that are in the market today are lead by people that are interested in different, standard and established markets as D&G, Armani, Gucci etc. What about all the other street couture brands? Together with this nobody was playing fun in eyewear like the great expressions you can see in the clothing business. All shades were black, tortoise, grey and maybe some white or red, that’s it… where are the shades for me and my friends?!?!”

The business strategy, if there was one, became to give people something that was the best quality product at the most reasonable price. Luckily the home of the team was Italy, the best country in which to produce sunglasses. Super has also teamed up with one of the most well known german lens company: Zeiss Sunlensess division.

For fall 2009 Super has introduced a modern take on the classic vintage wayfarers. New shapes like the “Flat Tops” and the “Ciccio”, and the colored/mirrored Zeiss sun lens made with a special technique called “Flash Electric” are the essence of the line. SUPER also introduced various other production techniques like particular prints and special engraving for the 1rst time on these types of sunglasses. The future is yet to come.