The Cult of Ret­ro­su­per­future

This Ital­ian brand built its cool on be­ing a sort of fash­ion oxy­moron: hav­ing one eye on the past and the other streak­ing ahead. Now, that cool is more ac­ces­si­ble at its first Asia-ex­clu­sive web­store here.

Herworld (Singapore) - - INSPIRATION - – RT

Just 11 years ago, the eye­wear in­dus­try wasn’t what it is now. In Daniel Beckerman’s words, it was “pretty bor­ing”, lack­ing colour and imag­i­na­tion. See­ing that he could make a dif­fer­ence, the Ital­ian started Ret­ro­su­per­future in 2007 for the kind of eye­wear he wanted to wear and see: sun­glasses in clas­sic shapes and un­fa­mil­iar colours – un­com­mon at the time.

The first few styles, and sub­se­quent ones, which were cat­e­gorised un­der the Su­per brand, set the foun­da­tion for to­day’s bold eye­wear trends. “We dis­rupted the in­dus­try and started a trend, which even more es­tab­lished brands like Ray-Ban hopped on to,” says Beckerman.

As is the case in every in­dus­try, once some­thing has legs, more will fol­low, al­low­ing con­sumers to get used to the new norm. This has helped Ret­ro­su­per­future to con­tinue pur­su­ing its call­ing to of­fer “even more ex­trav­a­gant and fun de­signs” – and be one of the first to in­tro­duce col­lab­o­ra­tions with celebs, de­sign­ers and other brands (among them are MSGM, Rus­sian de­signer Gosha Rubchin­skiy, Pi­galle, and the Andy Warhol Foun­da­tion).

The only area the brand doesn’t push the en­ve­lope too much in is its glasses (called Op­ti­cals), which are in more clas­sic styles and are lighter and thin­ner, be­cause they are worn daily and for long hours. $250-$400

All Ret­ro­su­per­future eye­wear is hand­made in Italy with parts from the best man­u­fac­tur­ers, like Carl Zeiss and Bar­berini for lenses. And the brand doesn’t pay for celeb en­dorse­ments even when the stars are Kanye and Bey­once.

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