Special feature
Meanwhile, Safilo’s new Levi’s, Missoni and M Missoni
collections are set to launch in the second half of the year.
Last year, Safilo and Levi Strauss & Co, one of the
world’s largest brand-name apparel companies and
a global leader in jeanswear, announced a multi-year
global licensing agreement for the design, manufacture
and distribution of Levi’s branded eyewear.
“This new partnership is particularly significant for our
brand portfolio, the Levi’s brand being the Number 1
denim brand globally which genuinely appeals to Mil-
lennial and Gen-Zers all over the world,” says Angelo
Trocchia, CEO of Safilo Group.
Blenders Autumn Fire
Safilo has also entered into a five-year global eyewear
licencing agreement with Missoni, one of the best
known and loved Italian fashion and design brands.
“The Missoni and M Missoni brands are such a perfect
fit in our portfolio. We share with these iconic Italian
brands the same values of visionary design, tradition
and excellence in manufacturing,” says Trocchia.
Also in 2019, Safilo acquired a 70 per cent stake in the
equity of the California company Blenders Eyewear LLC.
Founded in San Diego in 2012 by Chase Fisher, Blend-
ers Eyewear’s products are inspired by the California
active and progressive lifestyle and offer a compel-
ling price-to-value eyewear proposition, particularly
appealing to a broad range of consumers with a focus on
WESTGROUPE LAUNCHING
LIFE ITALIA KIDS
WestGroupe has announced a distribution agreement
with World Optik SRL for the North American distribu-
tion of Life Italia Kids.
Created to meet the needs of parents and their chil-
dren, the Life Italia Kids eyewear collection offers
unsurpassed durability, a comfortable fit and adorable
styles for children aged three to 14.
“WestGroupe is thrilled to begin 2020 with a new
addition to our product portfolio. This 100 per cent
made-in-Italy kids’ collection will be a fantastic comple-
ment to our Superflex Kids collection as it will satisfy
Millennials and Generation Z, both female and male. those parents looking for durable, ‘active’ eyewear. Life
Blenders Eyewear has built an advanced e-commerce are excited to bring this quality brand to North Amer-
platform with unique digital and social media skills,
which has achieved fast and profitable growth thanks
to its world-class digital capabilities.
“Blenders is a disruptive, digitally native business
model, founded on the principle of providing high-qual-
ity lifestyle and active eyewear, at affordable prices and
Italia Kids has been highly successful globally and we
ica,” says Beverly Suliteanu, vice-president of product
development.
Featuring an innovative hinge called the Multi-Flex,
Life Italia delivers fashion and function with 11 models
for boys and girls.
with engaging brand content,” says Trocchia. Designed and produced in Italy, the Multi-Flex hinge
Safilo has also recently signed an agreement with Under degrees and jump back to its original position, offering
Armour, an iconic sports brand, according to the Group’s
business plan 2020-24.
is constructed from medical rubber and can flex 270
unparalleled flexibility and durability. The result is safe,
strong, functional eyewear with less need for replace-
ment of broken temples.
Optical Prism | March 2020 29