Retrosuperfuture SunglassesThe Story
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 together with PIG radio, one of the most influential indie music web-radios.
The idea cam about when Daniel realised that there was no eyewear brand that was representing a certain type of fashion culture: "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 flea markets has been a great inspiration... the problem was the bad quality and eye protection. The business strategy, if there was one, gave people something that was the best quality product at a most reasonable price. Together with this nobody was playing fun in eyewear like the great expressions you can see in the clothing business.
The first collection was launched in 2007 and had an immediate response and success from the people around, the distributors, the top stores
The street culture had found its fashion sunglasses brand in the market!The Collection
Retrosuperfuture, also known as Super ignited the phenomenon of acetate sunglasses. They are made in multiple colour graduations, which has generated a big trend starting in 2007. Super is the first brand to produce a complete range of fashion sunglasses combining these characteristics together with a very high quality manufacturing process.
Luckily the home of the team was Italy, the best country in which to produce sunglasses. Together with the best manufacturers Super has teamed up with one of the most well known German lens company: Carl Zeiss Vision Sunlens
is one of the leading companies in the creation of sun products with superior optical performance, innovative shapes and with ability and expertise to create and set colour trends. All the information for the lenses in: www.sunlens.zeiss.comClassics
The first and basic shape. The original model offers varied colours, vintage and fun design at a competitive price (from $199.95)
Each year, the creators update this original model with new colours, improve quality, added details...
For the second season, Super introduced newer shapes like the: Flat Tops, and the Ciccio, and the first coloured/mirrored Zeiss sun lens. The brand also introduced various other production techniques like particular prints and special engraving for the first time on these types of sunglasses.Flat Top
The Flat Top is clean, simple and essential, a modern design twist on top of the classic. From $249.95.Gals
A more feminine design for a modern and unique style. From $299.05.Ciccio
Extra large, extra strong, extra thick. The Ciccio is not for the faint of heart. This shape offers basic or clear lens. From $199.95.Collaborations
Super has also enjoyed important collaboration projects. Limited Edition sunglasses for specific stores (Barneys NY) or big fashion events (Bread and Butter Barcelona).
The restricted number (50,100 or 500 pairs produced worldwide) has created a real buzz for Super in this niche market and has improved its strong identity. Alife X Super
NY Brand Alife designed this series of 4 special limited SupersVngrd X Super
Italian apparel brand Vaguard designed these special 'forest' Super.High Snobiety
Influential fashion website HighSnobiety.com designed these specials.
This summer was amazing for Super in Australia. The early adopters in the fashion world had discovered the brand and the sunglasses had lots of coverage in all the famous magazines: OK!, Cleo, Cosmo, Vogue, Diva, Girlfriend, FHM, Starobserver.com.au, Attitude and Ralph. International Celebrities who love wearing Retrosuperfuture Sunglasses
Daft Punk, Kanye West, V.Rossi, Paris Hilton, The Kills, Sienna Miller, Jessica Alba and Christina Aguilera.Aussie Celebrities who love wearing Retrosuperfuture Sunglasses
Lara Bulk, Paula and Mac Faker, April Rose Pengilly, Jason Dundas, Delta Goodrem and Children Collide.