MAUI JIM COLLECTION ‘EKAHI – KERING EYEWEAR NEW IN BRAND

Maui Jim launches Collection ‘Ekahi (one in Hawaiian) – the first indeed designed and produced since the brand entered the Kering Eyewear portfolio. Merging advanced technology with a fresh design approach, the collection is characterized by versatile shapes, vibrant colors, and signature details echoing 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 color, 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 harmful UV rays and elevate the wearer’s visual experience.

Integrating layers of lens treatments, PolarizedPlus2 includes: a high-efficiency polarized film for glare elimination, 100% UV and comprehensive HEV protection, color-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 intricate geometric motifs on traditional Hawaiian textiles, and the Slash – inspired by the dynamic nature of the Maui Jim script logo. To also honor Maui Jim’s roots, each style of Collection ‘Ekahi has a Hawaiian name.

This collection is comprised of three main segments: MauiPure, MauiBrilliant, and SuperThin Glass – each taking the name of a proprietary lens material. Their specific properties make the brand’s styles perfect for open-air sports and outdoor lifestyles, meeting different tastes and targets from expert athletes to experience seekers and young and trendy Gen Z.

The MauiPure segment – which is in turn divided into Icon Pure and Entry Pure – is particularly appreciated by outdoor enthusiasts looking for cool, sporty, and active shapes to live and adventure in the open air.

Icon Pure rimless constructions carry Maui Jim’s recognizable visual codes such as the Wavy Pattern and the Slash.

Entry Pure frames also showcase the Slash at the temple tips, while adding retro-inspired details such as Maui Jim's 80s logo in high-relief.

This segment’s bright and vivid palette, pervaded by the nuances of Hawaiian sunsets and landscapes, is heightened by the lens mirrors available for a bold and impactful effect. Made exclusively in Japan, all MauiPure styles feature PolarizedPlus2 technology and ensure clarity of vision as well as shatter and scratch resistance.

The MauiBrilliant segment – which includes the Metal Brilliant and Combi Brilliant subsets – appeals to value conscious consumers who prize uncompromising precision, quality, and visual well-being. The styles feature PolarizedPlus2 technology in a lens that is as clear as glass with just one-third of the weight.

Fashioned with gradient lenses in earthy and warm hues, the segment showcases the Slash and introduces the Hawaiian Native pattern, engraved on the titanium Metal Brilliant constructions and the inner temple of the Combi Brilliant frames.

The SuperThin Glass segment – consisting of the Bold SuperThin Glass and High Injection SuperThin Glass subcategories – is equally powered by PolarizedPlus2 lenses but conceived for an ageless consumer with an attitude, drawn by classic-meets-modern designs to enjoy everyday city life as well as the great outdoors.

This segment retains Maui Jim’s visual signifiers such as the graphic Slash and Wavy pattern on the thick Bold SuperThin Glass temples and the Hawaiian Native pattern visible through the transparent High Injection SuperThin Glass temples.

All the SuperThin Glass frames feature Made in Italy lenses that offer the crispest available optics and the highest levels of scratch resistance.

With a thoughtful and cohesive approach, Collection ‘Ekahi is set to appeal to a global audience with contemporary designs that will attract a younger target consumer and expand upon European and Asian demographics. Specifically, it introduces styles designed to guarantee the perfect fit with maximum comfort for the Asian customer.

The launch of Collection ‘Ekahi is supported by the worldwide distribution of a new advertising campaign, unveiling Maui Jim’s global and contemporary attributes. These visuals will also be showcased with refreshed trade marketing materials that reflect Maui Jim’s identity and reveal this exciting new direction.