The 1930s are described as a glamorous era for fashion, very much influenced by Hollywood, and it was then, 1934 to be exact, that Safilo was established in Cadore, the heart of Italy’s eyewear manufacturing district.
Frames made from celluloid were among the brand’s first creations, offered in two versions – a rounded Harold Lloyd-inspired model and an elongated butterfly-shaped version.
In the difficult times of the German occupation in the 1940s, production was limited to a single model in celluloid that was only available in two colours. Research into technological innovation continued, however.
With the recovery of the post-war 1950s came American-style frames, described by Safilo as a symbol of modernity and success for younger generations worldwide. Inspired by Hollywood celebrities, the brand then launched its first sports eyewear collections with innovative materials and new shapes.
Perhaps the most impressive period in terms of advances was the 1960s, where the economic boom offered greater opportunities for development and prosperity. The frames were described as full of personality in large, oversized shapes, entering the world of fashion. There was also material innovation as 1964 saw the development of Optyl, a thermosetting plastic used to this day. This lightweight, hypoallergenic, flexible yet resistant material was designed to maintain its shape over time. Containing no plasticisers, a special surface coating is used for protection against corrosion from sweat and cosmetics. Goldman and UFO sunglasses were described as among the milestones of the 1960s and the patented Elasta double spring hinge was launched in 1967.
The UFO mounting system, described as merging the lightness of a rimless frame with the simplicity of a full rim was introduced in the 1970s. This avoided perforations in the lenses, consisting of a steel wire that runs inside the channel of the lens. Elasta flex hinges were used extensively, giving a comfortable fit to frames in the latest creations. The hinge system has been progressively improved over the years, with the latest Elasta 80 a reduced version which eliminates any screw fixing system.
Safilo said a more customer-focused approach was taken in the 1980s, producing lighter and stronger frames that still packed a visual punch. It was at this time that titanium was introduced by the brand for lightweight and hypoallergenic frames.
When it came to the end of the 20th century, Safilo returned to producing frames that were more essential, with clean, simple styling without sacrificing attention to detail and quality. Specific customer groups were targeted with collections, including fresh and younger eyewear for children in the Seventh Street models.
The beginning of the 21st century saw the company focus on combining tradition with technological innovations, remaining true to its research into aesthetics and style. An example is the Avantek technology, a stress and distortion-free mounting system that does not use holes and has been introduced in its collections.
Looking back through the company’s 80-year history proved to be an inspiration for Australian designer Marc Newson, who has created a new collection to celebrate the anniversary in style. The new line will be featured in a future issue of Optician. ?
