Hawaiian sunglass specialist Maui Jim has moved into the optical eyewear business with the launch of a comprehensive and classic range of metal, acetate and mixed material frames.
The collection contains 56 styles that come in a variety of colours and feature proprietary technologies and designs. Craig LaManna, Maui Jim’s marketing director ophthalmic, said the range took the inspiration for its look from the beauty of Hawaii and the multitude of hues found in the sea glass which washes up on the islands’ shores. The range also plays on Maui Jim’s technical performance in both frames and lenses. ‘We have always had technology at our heart,’ he said adding that the range was ‘the perfect balance between art and science’.
There are 207 pieces in the launch collection ranging from colourful and chunky acetates through to finely worked plastics and minimalist rimless styles. Along the way the range mixes materials in full rim and supra styles featuring a catalogue of classic outlines and colours. The frames are made in Italy and Japan.
Features running through the collection include a series of prints, taken from the brand’s Hawaiian heritage, which are employed on the insides of the temples. The Maui Jim logo is also used at the temple tips. A wide range of colours are used including classic tortoiseshells, blacks and hues taken from Hawaiian sea glass.
The collection can be glazed with a selection of six ophthalmic lenses offering glare reduction and scratch-resistance. Coatings include proprietary hydrophobic, front and back anti-reflective, scratch resistant and oleophobic treatments. All lenses offer UV protection.
As with Maui Jim’s sunwear the lenses are produced in the company’s own prescription house and offer additional working such as satin or polished edge treatments to improve the aesthetics and reduce reflections.
Two new designs for progressive lenses will also be launched along with the optical frames. MauiPassport Everyday is a progressive lens designed for general use while MauiPassport Office is optimised for closer distances and has larger intermediate and near zones. Lenses are available in a range of materials including polycarbonate in indices of 1.6 and 1.67 with high energy visible light blocking, glare control and high contrast features.
At launch all Maui Jim lenses will continue to be serviced from its lab in Peoria, Illinois, with production from Maui Jim’s new European plant in Braunschweig Germany expected to commence from the second quarter of this year.
LaManna said the new plant would ensure Maui Jim maintained the quality and service level practices currently enjoyed. ‘We are one of the few companies producing their own lenses and frames. We want to make it as simple as possible by offering our own lenses and frames and charging one price. One company manufacturing, designing the frames and fitting the lenses. One company for service warranty and repair.’