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Thélios launches its first independent eyewear brand

The first collection from the new men’s luxury eyewear brand, 9.81, draws inspiration from the Dolomites

Thélios, the eyewear branch of LVMH, has launched its first independent eyewear brand, called 9.81.

The new luxury men’s brand aims to meet the needs of “metropolitan and active” men in quality, functionality and design.

Products will be designed, developed, produced and distributed by Thélios, and the 9.81 eyewear brand will release three collections each year.

On the launch of 9.81, Giovanni Zoppas, CEO of Thélios, explained that the brand name is a reference to gravity (9.81 Newtons), adding that it is “an homage to the raw force of nature that keeps us grounded every day, while inspiring our most daring challenges.”

Mr Zoppas added that the launch of the brand is an “exciting new challenge” and will also extend Thélios’ luxury brand portfolio.

The collection will be sold through a network of optical practices.

The debut collection will feature a patented mechanism, ‘Courbure Variable’, a variable curvature of the temples which enables the fit of the frames to be adjusted by rotating the temple tip. This aims to allow for a “perfect fit” in all situations, whether inside or outdoors, the company suggests, “supporting men in motion.”

The 9.81 brand has strong ties to the Dolomites, where Thélios Manifattura is based, and this connection has inspired the names for the models in the collection. The geographical co-ordinates are also imprinted inside the temples, while many of the frames feature temples with the brand’s signature yellow and black colour scheme.

The ‘Cima Grande’ rectangular frame is made from a matte black acetate and inspired by the highest summit of the ‘Tre Cime’ rock formation. The ‘Becco Di Mezzodi’ offers a semi-rimless frame in matte palladium and shaded spruce blue. The frame takes its name from a peak which signals the appearance of the midday sun in Cortina d’Ampezzo.

The rimless rectangular frame, ‘Gusela del Vescova’, is named for a 40-meter-high column on the edge of a cliff, while ‘Punta Penia’ is named for the highest summit of the Dolomite. The frame has brushed natural titanium on the outside and natural titanium on the inside, with cedar green temples.

The collection also includes two sunglasses. The pilot shaped ‘Grande Torre’ in matte black lacquered metal, and the ‘Croda Rossa’ rectangular frame in misty grey acetate, with brushed palladium details and coal black temples. This frame also features photochromatic smoky green lenses.