A balancing act

In recent times, anything and everything remotely connected with Brazil has become the embodiment of cool, with more than just the bikinis and beach style of Rio influencing trends here in Europe. What better time then for eyewear newcomer Vila Luxembourg to launch Mormaii, Brazil's leading surfing brand?

Brazilian beach style and performance athletics brands Mormaii (above) and New Balance (right and below) are launched in the UK this month

Rather than simply following in the wake of other big surf brands, the manufacturers of Mormaii sunglasses have ensured that it's not just another sporty sunglass line. Mormaii designs are made by JR-Adamver Industria of Brazil, one of the joint-venture partners that have established Vila Luxembourg in Europe.

Vila Luxembourg is launching in the UK with a stand at this weekend's Optrafair (Stand BV9), led by Luis Hoffer from the company's European headquarters in Malaga, Spain, and James Alexander, the company's UK representative. Vila Luxembourg has been operating for two years.

Hoffer explains how Mormaii is present everywhere in South America. 'We intend to make it equally well known throughout Europe,' he says, adding that the brand has a strong image in Portugal and is now available in 12 European countries.

Mormaii has a rich history. It was begun by Marco Aur