Italia Independent launches I-Ultra

september 4, 2012

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Italia Independent’s slogan is: “Being independent means writing your own story everyday” and the brand itself with its innovative solutions and one of a kind designs, is the best example of how to do this. After the I-Velvet series and the ultrathin I-Thin ones in bright colors followed the I-Thermic with sunglasses in uni tints which change color when heated in the sun. The new I-Ultra is just another one in this never ending story. The new sunglasses were launched last week at the Venice Filmfestival at the yacht of the Agnelli family (of owner Lapo Elkann) and in cooperation with Vogue Italia. Many celebs attended like Diesel founder Renzo Rosso, the Brant brothers, Marina Abramovic, Lapo Elkann himself of course and many many others. The new I-Ultra is made of a complete new material developed exclusively for Italia Independent by Finproject (the company also responsible for the development of the material of which the famous Crocs, with sales of 60 million pairs a year, are made). The sunglasses are ultralight, float on water and can be kneaded like rubber. New, original and affordable because for less as 100 euro in store next year.

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