About Super
Super sunglasses are made to the highest possible standards, handmade in Italy by the best manufacturers and with the best materials. For this reason, Super also decided to adopt Zeiss lenses, which guarantee an extremely high level of protection to the eyes in all conditions. Since their introduction, artists, celebrities, sports athletes and trendsetters have been wearing Super sunglasses. Officially launched in spring 2007, Super is today currently distributed in over 350 shops worldwide.
During the first two seasons Super has also enjoyed important collaboration projects. Special limited edition sunglasses starting with Caliroots by Super produced only 50 units (sold out in 3 days), Barneys NY by Super produced only 100 pieces and the Alife by Super have been featured as the product of the day at the Bread & Butter Barcelona tradeshow in Summer 2008.
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 on the net. The idea came out when Daniel realised that there was no eyewear brand that was representing a certain type of fashion culture. The business strategy, if there was one, became to give people something that was the best quality product at the most reasonable price.
Luckily the home of the team was Italy, the best country in which to produce sunglasses. Together with the best manufactures Super has teamed up with one of the most well-known German lens company: Zeiss Sunlensess division, which after a first look, joined enthusiastic the project. The first prototypes were produced on winter 2006 and the team, that was wearing them at all the events they attended, realised the immediate response and success they were having from people. In the meantime the distributor has been found and together with Milan’s showroom Pink and Chicco d’Errico, the sales master, Super has done an astonish sales campaign. All the Top stores that were receiving the sunglasses were continuously making reorders selling any colors they had in shop, draining away to the last piece produced.
The introduction on the market of Super sunglasses has been such a hit that big names in the industry quickly updated their collections and introduced similar “colourised” sunglasses with multiple colours, confirming and giving credit to Super for anticipating this worldwide phenomenon.
For the second season, Super introduced the first spin-offs from the original model (which was a modern take on the classic vintage wayfarers). They introduced newer shapes like the “Flat Tops” and the “Ciccio”, and the first coloured /mirrored Zeiss sun lens made with a special technique called “Flash Electric”. Super also introduced various other production techniques like particular prints and special engraving for the first time on these types of sunglasses.