MAUI JIM launches first line produced by Kering Eyewear
Maui Jim launches Collection ‘Ekahi (‘one’ in Hawaiian) – the first range designed and produced since the brand entered the Kering Eyewear portfolio. The collection is described as being characterized by versatile shapes, vibrant colours, and signature details to echo the beauty of Hawaiian nature and culture.
Born in 1987 on Maui’s Lahaina beaches, Maui Jim reached incredible results with the introduction of PolarizedPlus2 technology in 2004 – a breakthrough innovation that led to the brand’s worldwide expansion up to its transition into the Kering Eyewear portfolio in 2022.
Inspired by an appreciation of light and colour, Maui Jim’s focus on innovation finds its utmost expression in its prescription technology and the proprietary PolarizedPlus2 technology featured in every lens to protect the eyes against UV rays.
Integrating layers of lens treatments, PolarizedPlus2 includes: a high-efficiency polarized film for glare elimination, 100% UV and comprehensive HEV protection, colour-enhancing technology for exceptional color and clarity, a Clearshell scratch resistance treatment for enhanced performance and durability, hydrophobic and oleophobic treatments that repel water and grease to help keep lenses clean, an anti-reflective backside treatment that neutralizes glare from behind, and a frontside lens treatment that reduces light transmission while providing an appealing aesthetic.
Collection ‘Ekahi is designed with elements that tie into Maui Jim’s identity. These signatures are the Wavy Pattern – evocative of the ebb and flow of the ocean or the peaks and valleys of the island, the Hawaiian Native Pattern – inspired by geometric motifs on traditional Hawaiian textiles, and the Slash – inspired by the dynamic nature of the Maui Jim script logo. To also honour Maui Jim’s roots, each style in the Collection ‘Ekahi has a Hawaiian name.
The launch is supported by the worldwide distribution of a new advertising campaign, unveiling Maui Jim’s global and contemporary attributes, Kering states.