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Mido is only a week away, and we at TEF are super looking forward to seeing all you great people as well as the latest designs in the world of independent eyewear! As always, we have created a little list of the Must-See brands, which are really worth a visit! Brands in a wide variety of categories, to match anyone’s desires:
Lots of colour, that is what many people are longing for in these challenging times. And you can be assured that the design team at Dutz has a good dose of happiness in store for you with their latest summer collection!
Brightly colored frames are making a huge comeback this season. The fashion colors of 2022 are splashing off the screen! This summer season, it’s all about candid, vibrant & juicy tones; abundant blue, roaring purple, kelly green, vivid fuchsia – be as adventurous as you dare and gorge yourself on the So Dutz gem tones!
Be sure to check them out and get inspired at PAV 22 – L32
New at Mido this year, is the bio-acetate frames from the Verde collection of Imago Eyewear. These designs are not only timeless (and are therefore not subject to fast-moving trends) but are also environmentally friendly, ecologically degradable, and recyclable.
Sustainability also means choosing the place of manufacture carefully. They currently produce all Verde frames in Italy, ensuring social standards for all employees, optimizing and shortening the transport routes and also producing under the European eco standard.
For the sake of our environment, we advise you to go check out their Mido booth at Pav. 22 – P50
If you’re looking fo eyewear with an unusually courageous design approach, then a visit to the booth of Leinz Eyewear is a must! The collection designed by Beate Leinz combines contrasting elements. High gloss meets haptic, vibrancy meets matt surfaces. The sculptural elements of the eyewear pieces suit each face by enhancing facial features strikingly and ensuring an elegant and sensual look. Eyewear shapes of the 70s are reinterpreted in lightweight material, giving them a modern and futuristic expression.
Leinz contemporary eyewear Berlin will be exhibiting at Mido for the first time. Presented are 6 new models, which are added to the first collection “you and me”.
Drop by this young design-driven brand from Berlin at Hall 22 – M31
All that glitters is Gold! Well, maybe not ALL, but the premium collection of ENNI MARCO sure does!
Their new ORO models (GOLD, Italian) are all fitted with a golden coating and were released as a part of EMILIA LINE by ENNI MARCO collection. Today this is the most expensive product of this popular Italian brand.
ORO is a unique offer in the market that can satisfy the requests of your most demanding customers.
Be sure to pass by their booth in hall 13, stand E22
Our friends at Article One will be debuting their Spring/Summer 2022 collection at Mido. This US-based brand exists to create heirloom eyewear that becomes part of your story.
As champions of craftsmanship, the heart of every Article One frame starts with handcrafted eyewear made in a small village in Northern Italy at the base of the Dolomites. They produce purposefully designed products with complete brand transparency and a spotlight on the hands that craft their frames. They are proponents of supporting independent optical, giving back to their community, and thoughtful design. The care put into each frame results in quality you can feel.
Be sure to check out their Design Lab booth in hall 22P, stand T42.
An exciting launch are the new designer releases from Aspinal of London, which include sustainable models made with eco-materials, derived from regenerated nylon from fishing nets and material off-cuts. Taking inspiration from Aspinal of London’s refined leather goods these high-style optical designs for men and women are presented in considered season-led colourways. Brand aficionados will also note Aspinal’s signature detailing, color palettes and subtle branding infused within the frame designs.
Made in Italy and composed of 100% recycled content, ECONYL® can be remoulded and infinitely recycled without losing quality, creating a closed-loop regeneration process that reduces the impacts of global warming associated with nylon production by up to 90%.
Discover their new collection on the Eyespace stand:
B45, Pavilion 22
If you are interested in eyewear made of special materials, you must not miss out on UNSUIKYO. This Japanese eyewear brand is inspired by natural Japanese forest scenes in Shiratani Unsuikyo, and specialises in integrating classical style and earth’s materials.
At Mido, they will showcase their latest collection, “M.Shimmer”“M.Sapwood“, and “M.Heartwood“. Advocating the concept of “Earth’s Material Glasses”, designs adopted natural materials, including sedimentary rock and wood. All forms of materials, from the toughness of stone, stiffness of wood, and fineness of titanium, are integrated into a seamless and eco-friendly design.
Be sure to visit their booth (hall 18, LA05) and show them this article on your smartphone to get a limited visitor gift from Japan!
If you would like to see how neo-vintage design meets sophisticated technology, then be sure to check out the booth of the Stuttgart-based manufacturer NEOSTYLE. This innovative brand places great emphasis on ecological sustainability in the development and production of its spectacle frames and combines innovative high-tech manufacturing processes with precise craftsmanship.
Incredible lightness, expressiveness and passion characterise the models in this collection. They convince with flowing shapes and a wide range of colors and sizes and fit perfectly into our time. Designed, created and produced in Baden-Württemberg, we combine innovation with production experience. This is how our light and modern frames with high wearing comfort and quality standards are created.
You can find them in the Fashion District
in Hall 13, stand C10
Enjoy nature’s portfolio at MIDO, framed by Hoffmann Natural Eyewear in a skilled presentation of the true art of craftsmanship. Hoffmann’s luxurious horn-rims are handcrafted by an expert team in their German atelier, where the very best of tradition and innovation combine to create beautiful, sustainable eyewear.
Every pair of unique artisan spectacles showcases the radiance of natural materials. Eyewear classics and trendsetting contemporary styles in genuine horn are joined by new models from the Ti-line series, which offer the ultralight comfort of a premium horn/titanium union. A stunning new concept taking exclusive natural horn eyewear to an extravagant next level is also ready to be unveiled.
Let’s get together in Hall 24, Booth U15!
Interested in iconic yet innovative frames? MORELE has continued to carry on its family tradition for over 140 years, equally passionate about qualitative techniques and the respect of its motherland, the firm devotes its knowledge to designing and distributing iconic frames across the world.
The 4th generation strives to develop a socially responsible, innovative, and collaborative culture, faithful to the passion and values of Jules Morel.
Be sure to check out their Design Lab booth in hall 24 – Stand R19 S20
Our friends at Visibilia are surprising us with fresh new labels on many occasions, and this Mido edition is no exception.
Their hyperflexible design of LITHE Titanium Eyewear is entering new coloring territories. Bright blue, bright red at the temples combined with innovative lens fixing solutions open the vision to perfect comfort. Form and function are the core values underlined by the Japanese beta-titanium and its perfect balance and elasticity. Come in and find lightness in challenging times.
Be sure to also check out the creations of Spanish design couple Joan and Carmen, which reflect their way of seeing things. They are responsibly and consciously designing the label Free Land for Visibilia. This cool brand showcases fresh and individual designs, colors that are vibrant and vivid, and shapes that are unusual and contain personality.
Find them in the Design Lab in hall 24, stand M09 N10
MIDO – Milano Eyewear Show – is the leading international trade fair in the eyewear sector, with over 1,300 exhibitors and 58,000 entries of visiting trade people from around the world, an exceptional annual event where all aspects of the eyewear business are presented with dedicated areas to companies producing frames, machinery, eyewear designers and lenses manufacturers. Based since its beginning, in 1970, in Milan, Italy – MIDO hosts a wealth of initiatives, personalities, information, services and it is a meeting place for business, for making contacts, communicating to the world and discovering the latest market trends.
Click here for more TEF news on Mido, or visit their website.
Author: maarten weidemaAfter being a freelance eyewear designer since 1999, TEF founder Maarten Weidema now writes about his fellow designers in the optical industry. His passionate mission is to promote independent eyewear to the international optical arena, backed up by a large group of bloggers and interviews from all over the world. He has recently been awarded “International Optical Personality of the Year”, “Leading Innovator in Optical Social Media Marketing”, “Social Media Marketing Company of the Year” and has received several awards for “best eyewear blog” for his efforts to promote independent eyewear to a community of 517.000 eyecare professionals.