FASHION

Italia Independent at Mido with new photochromic lenses

I-chromic-lenses 24 and apparel corners in optical stores are the initiatives that the company will present at the exhibition

The tricolor keffiyeh, the fleece jacket with camouflage patches. Style goes beyond fashion for Italia Independent, the brand for which Lapo Elkann and his “team” plan full-degree developments in “food, cell phones, watches, real estate”. “It isn’t price but substance and style that makes you proud to wear a brand”. “The fashion created with Brama Sportswear will be affordable, starting from 69 euros”, announced brand president and CEO Andrea Tessitore.

 

At Mido it will present the project for eyewear, Italia Independent’s top product (billings of 6 million euros in 2011, 140,000 pairs sold): “We will present I-Chromic-lenses 24 hours made with photochromic technology and we will sign an agreement with independent opticians to open apparel corners in their stores”, he continued. “With such strong figures, now is the time to be courageous: 2011 billings of 2 million euros for apparel sold in 150 leading stores. The 3 monobrand stores will join those in New York City, Brazil and Milan”.