Tuesday, August 5, 2008


Words, Judith Ecochard
Images-Mykita and the cover of In Touch Magazine
Premium Tradeshow, Berlin
July 20th

We missed the "Flashed" festivities at eyewear brand MYKITA’s au courant central Mitte district store…but got educated on the cutting edge line at the Premium tradeshow in southern Berlin proper.

BACKSTORY: Founded by Harald Gottschling, Daniel Haffmans, Philipp Haffmans, and Moritz Krueger-a quartet of seasoned eyewear biz guys-Mykita hit boutiques with a stunning Collection *1 a few years ago.

Dubbed “ an evolutionary step up in terms of both design and exclusivity” Mykita's eyeglasses features simple plug connections-ridding the pieces of complex soldered joints and screw connections. A PVD finish-a state of the art, vacuum heat coating technique... guarantees a non-oxidizing and highly wear resistant surface.

In other words, the eyewear is durable, incredibly lightweight, and is wearer adjustable like no other eye or sunglasses.

WHAT’S NEW: Collection *2 made from a full bodied cellulose acetate-has a technologically innovative snap-hinge (as in you can practically open up the sunglasses ) so that the “connecting element” hugs the front and temples in the style of a sheath…PLUS…a photomechanical etching technology that is unique to the brand.

Hand made frames in crisp designs coined Leslie, Helmut, Ferris, Fletcher, and Walter (buddies?) are available in fourteen presciption and six sunglasses. Nine distinct colors insure that you will probably be the only one with these cool shades.

RETAIL: Over 1400 high-end boutiques worldwide. MYKITA

FACTOID: The name is actually derived from a former daycare center for children.

CELEB FANS: Bruce Willis, and proud parents Brad Pitt and Angelina Jolie.