INVU | EN

Stories

INVU

Ultra polarized

Words Alessandra Albarello

11/04/2023

Behind the Invu brand lies all the experience of Swiss Eyewear Group which, this year, is celebrating its first ten years

When it comes to Invu (pronounced 'in view'), words like accuracy and reliability are not just random or simple stereotypes about a country like Switzerland that has made these values its distinctive features. Behind this brand, there is, in fact, the solid ten-year history of Swiss Eyewear Group (SEG), a start-up based in Zurich, founded in 2013 by a group of professionals in the polarised lens sector, with significant experience and top positions achieved mainly in the context of Polaroid Eyewear.

Starting from the assumption that "only polarised sunglasses give customers an outstanding visual experience," as co-founder and CEO Jerry Dreifuss has repeatedly said, a special ultra-polarised lens has been developed, becoming the fulcrum, the emblem and the starting point of Invu, a brand that fully represents the philosophy of the group. Swiss Eyewear Group's ad hoc definition of 'next generation global polarising lens' perfectly sums up the unique and innovative multi-layer technology applied to this element which distinguishes all of the sunglasses. The lens, scratch and impact resistant with state-of-the-art coating. is, in fact, composed of nine layers, thereby offering a polarising efficiency of 99% as well as exceptional colour rendering and protection from UV-A and UV-B rays up to 400 nm, particularly harmful to our eyes. And the aesthetics of the frames are equally important.

Corresponding precisely to the latest market trends, they address a mainly young and dynamic target, thanks also to affordable prices in line with a very important principle for Swiss Eyewear Group: 'Quality does not need to be expensive'. It is no coincidence that the Invu name lends itself to various wordplays in terms of interpretation and communication: 'IN' as in 'Innovation' but also as an ability to always propose an attractive design, while the VU suffix is naturally linked to sight/view and well-being. Through its spelling, Invu also reveals another significant and representative slogan of the brand: 'I Envy You', thereby boldly issuing a kind of challenge and provocation. Since its inception, every year the brand's collection focuses on different themes, including 2015's 'Naturalist', 'Nostalgia' in 2019, or 'Passion' in 2022, in a timeline that also depicts its evolution over time, parallel to that of the tastes and desires of its global customers.

Thanks to the strategic organisation of Swiss Eyewear Group, Invu is distributed in over 95 countries around the world and is marketed through a network of 30,000 opticians... And this year, at Mido, Invu introduces the Ebony and Ivory edition, a new acetate model, available only in white or black versions. A tribute to the two iconic fashion colours par excellence, enhanced by the essential and clean design of the narrow and elongated frame with thick temples, characterised, of course, by ultra-polarised lenses that guarantee perfect glare-free vision - an essential added value for Swiss Eyewear Group.

This novelty joins the 'blast from the past' men's line, which, as Beat Christ, Head of Design for the Invu brand states, stems from the fact that "honouring the best elements of centuries-old optical craftsmanship is an important part of celebrating the future of eyewear." Here is a reinterpretation of the unmistakable style of the '50s and '60s that focuses, respectively, on two classic models of the time: the panto shape, characterised by the keyhole bridge typical of the 50s, and the square. The hallmark rivet studs on the front and a palette of traditional colours, such as tortoise shell, deep olive, up to and including black also had to feature. This vintage mood is contrasted by the thousand lights and bright colours of the very light models of the line called, not surprisingly, Colour Splash, where colour also becomes the absolute protagonist of the injection-moulded, ultra-polarised, polycarbonate lenses, perfectly coordinated to the shades of the flexible, ultra-soft nylon temples.

Through its collections, Invu thus becomes the emblematic expression of the Swiss Eyewear Group's attitude to eclecticism. A start-up that for a decade has continued to offer worldwide advice and comprehensive support to companies in the sector for the creation and development of private labels.

Facebook Twitter