Starting from a classic, clean silhouette, SUPER has gradually built up their impressive collection, currently comprising of a long list of timeless yet cutting edge shapes. Silhouettes like the Flat Top, Ciccio, América, W, or distinctly feminine models like the Lucia and Drew, have become staples of SUPER’s collections and a continuous source of inspiration and playful interpretation by the brand’s creative team.
Since its inception, SUPER’s goal was to develop high quality eyewear, with a distinctive design at an affordable price. SUPER’s founder Daniel Beckerman explains the initial idea that has since guided the brand’s every choice: “All the companies that were in the market were developing boring eyewear. I kept looking at all the experimental independent clothing brands and wondered why no one had yet dared to develop a quirky, bold line of eyewear.
I wanted to design sunglasses that all my friends would love to wear: fresh, hip and stylish, without necessarily compromising the quality. Also, I think the success of a business is never done by a single person but with the collaboration between talented people, and I have been so lucky to be surrounded by many, such as my brother Simon, from which I have learned so much, and the precious collaboration of Sean Beolchini, but also many other great people that believed in my ideas.”
In fact, SUPER, entirely handmade in Italy, had the opportunity to collaborate with some of the world’s best eyewear manufacturers and experiment with new production techniques, finishings, materials and detailing, while also adding a layer of quality eye-protection by teaming up with the exclusive German lens company ZEISS. Currently, each new SUPER collection, consists of a selection and interpretation of their classic silhouettes, developed through constant research of new atmospheres, references, materials, finishings, colors, textures and shapes. SUPER’s roster also includes the groundbreaking Visiva collection, a series of seasonal and collectable sunglasses with experimental and printed acetates, also developed in collaboration with renowned artists; as well as a young and growing Optical, a line of classy but ultimately comfortable glasses for an all-day everyday use.
FROM YOKO ONO TO LADY GAGA
Recognized for its distinctive mix of eclectic aesthetics and beyond exceptional manufacturing quality, SUPER has been the eyewear of choice for a number of celebrities. Kanye West, Beyoncé, Yoko Ono, Rihanna, Lady Gaga, Daft Punk, Snoop Dogg, A$AP Rocky, Jessica Alba and Valentino Rossi, have all spontaneously decided to sport SUPER sunglasses, confirming its position as one of the most interesting and innovative contemporary eyewear companies.
DISTRIBUTION IS THE KEY
SUPER’s distribution network has significantly grown in the past years and its collections can currently be found in more than 20 countries around the world, especially in Asia, Europe and the United States, including some of the world’s most interesting shops, such as: Barneys New York, Ilori SoHo New York, Fred Segal Los Angeles, French Trotters Paris, SOTO Berlin, Excelsior Milan, Liberty House London, Lane Crawford Hong Kong, 10 Corso Como Korea. Additionally, SUPER has developed a series of special projects, teaming up with some of the most creative contemporary brands like Carhartt, A.P.C., 10 Corso Como, Études, Barneys, PAM or Liberty, as well as foundations such as Elton John AIDS Foundation.
Founded by a group of visionary Italian creatives, SUPER by RETROSUPERFUTURE® now stands as one of the most dauntless contemporary eyewear brands, incessantly reinventing the way in which sunglasses should be designed, manufactured, styled and ultimately worn.