The Hinge Is Hot

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Starting in February, Safilo Canada will roll out nine styles under the SAFILO moniker including seven new styles featuring the Elasta 80 hinge, the latest evolution of the company’s legendary Elasta hinge, as well as two classic SAFILO styles from the brand’s existing international collection.
Current lines Elasta by Safilo and Emozioni by Safilo styles will continue to be sold in the Canadian marketplace under the SAFILO banner. The SAFILO collection will be made in Italy, a key pillar of the brand’s DNA. Dedicated cases (dark grey for men and light grey for women) will be provided with each frame.
“This important rebranding effort is a strategic move by the company to streamline its proprietary brands in order to develop brand continuity on a global scale and take advantage of creative synergies and operational efficiencies,” said Glenn Rusk, Commercial Head of Safilo North America.
Seven SAFILO styles (two women’s and five men’s) are part of the Canadian February release. These optical frames are an inspired blend of style and innovation, reinterpreted with a contemporary twist, for unparalleled technical performance.
In celebration of Safilo Group’s 80th anniversary this year, all the new SAFILO eyewear models feature the innovative Elasta 80 hinge, the evolution of the Elasta hinge which was developed and first previewed last Fall in the company’s Safilo by
Marc Newson Collection.
“The temple closing mechanism has been further reduced so that it takes up less space, is ultra-light- weight and lasts longer,” said Sales and Operations Director Dominique Downs. “The crossbow mechanism, which is screwless thanks to skillful welding techniques, is inspired by the automotive world, combining a clean, essential aesthetic with functionality and showcasing pure, simple lines that recall industrial design.”
He noted in both styles (SA 1023 and SA 1024)
the introduction of the new XE 4066 polymer, a revolutionary ultra-lightweight, highly resistant plastic material with unique technical and stylistic features that has never been used in the eyewear industry so far.
He added compared to other materials having the same strength, this polymer allows for the creation of ultra-slim profiles and stunning matte/transparent colour combinations, for a strong visual impact.
“All the new glasses offer superior wearability and are perfect for any face shape, thanks to a new assembly technique and to the adjustable metal nose pad arms, ensuring a snug, perfect fit,” he said.
The Elasta 80 hinge, developed and constantly improved by Safilo to make it more effective, features a temple closing mechanism that has been further mini- mized so that it takes up less space, is ultra-lightweight and lasts longer.
“The new SAFILO collection will offer timeless design, reinterpreted with a contemporary twist but mostly with unparalleled technical performance,” said Downs.
What else can fans of Safilo expect in the new year? Downs noted readers should keep their eyes on Safilo for a new kids collection coming soon. To learn more about this line visit www.safilo.com.

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