the border-territory where fashion meets eyewear

Eye Pop is the special area dedicated to eyewear and produced by Pitti Immagine in cooperation with MIDO, the key international trade event for eyewear. On the Ground Floor of the Main Pavilion, Eye Pop explores the quality and design bonds between eyewear and fashions. The offering is tailored to the best concept stores and to firms seeking new creative synergies. Setting by Alessandro Moradei.

Finlay & Co. - Since its foundation in 2012, Finlay & Co. has been a very successful eyewear brand, gaining fame with a range of sunglasses featuring special frames in hand-worked wood. With different veins and grain, each piece is unique. In time, other materials such as metal have been added, without the brand abandoning its icon style, however.
Oxydo - The brand’s style codes: innovative, unconventional style, minimal design, essential contemporary taste and a revolutionary approach to colour. Eyewear that alternates bold, light shapes, a mix of materials and refined details, like customisation of the logo "tattooed” onto the right-hand temple end. The use of colour brings alive the “Rainbow colour-block” theme with unusual combinations of shades, contrasting materials and transparencies.
Slave to Ancestors - In a region like the Marche, it is easy to be trapped by tradition. Elia Olivieri and Daniele Marconetti have taken their deep knowhow in the world of footwear and brought the uniqueness of artisan products into the eyewear universe. The result is Slave To Ancestors: that hide, produced by the tanning business managed by the Presot family since 1933, once destined to be used as shoe soles, now covers inimitable, unique pieces of eyewear, at times refined and unusual, often expensive and some extremely simple.
Spektre Sunglasses - “Glam, elegant and anarchic” is how Spektre describes itself, a brand of sunglasses set up in 2009 and based in Milan. It features a successful mix of elegance and street-style attitude. It recently expanded its range, drawing on styles from the past for design, reworked with a strong contemporary feel and clever use of colour. FW 2016 looks to a seventies mood, with round frames and new flat lenses.
Hapter – An all-Italian independent project set up in 2013, Hapter draws its inspiration from the finding of a World War One military ice-mask on the Dolomites. Thanks to a special mix of cutting-edge design and selected materials, such as medical steel and military-inspiration fabric developed in collaboration with Lanificio F.lli Cerruti 1881, combined thanks to a radical, patented production process, the txtl001 collection includes a range with a minimal look that however stands out for its tactile expression. Focus on the Icons line, which choose a distinctive vintage mountain look as its common denominator, enhanced by experimental production techniques such as acidification and ageing treatments, an absolute sector novelty.
Raen – Raen describes itself as a “Modern American Classic Eyewear” project. Based in Southern California, the brand has its roots in the concepts of uniqueness and authenticity. An individualistic approach for a range of sun and prescription glasses that are hand-made and have a deliberately classic style, designed to survive trends and fashions.
Pugnale & Nyleve – The soul of the product is in the technology, a key feature alongside the devotion to detail. This has led to eyewear created from aeronautical, aerospatial or biomedical technology. From MIM (Metal Injection Molding) technology to photo engraving, with processes reminiscent of the blacksmith's craft, such as the grinding process used in the new “Aqua” collection. There’s also Metal Harmony, a collection dedicated to those in search of innovative products with unique performance. The essential prerogative is the single-piece frame in harmonic steel, that is ultra-light and flexible (10 grams), as well as fine and hingeless.
Dom Vetro – The American brand Dom Vetro was created to promote the best Italian manufacturing tradition, especially the original Alpine version, in place from the end of the eighteenth century. A “social” enterprise that unites a new generation of master eyewear makers with a desire to detach from modern industrial mechanisms. Creativity, quality and Italian genuineness for glasses that are truly unique pieces.