AGAINST THE TIDE
Only then we would be able to interact with our own, personal creative approach, that could give an identity to a NEW project.
The eyewear market is without a doubt an exciting industry.
We wanted to do something.
To live it to its fullest.
In other words, we wanted to have our say.
We had to get in, but we didn’t know how.
Yet this world was sending us clear signals, the answer was right in front of us, but we either couldn’t see it or we were too scared to accept reality.
Products were often similar to each other, sometimes even stale, lacking in innovation, topics and identity, brought along by trade practices that were exclusively based on prices and numbers.
Production was being moved away from Italy, in search of cheaper labor. Italy and its manufacture were down on their knees. The traditions and secrets of this craft were being put seriously at risk.
The answer was clear: we needed to search for something.
For what, though? When you are searching, you must know what and where to search for.
We needed more training.
We had to gain a better understanding of how the production of glasses unfolded, which procedures an techniques it involved; only then we would be able to interact with our own, personal creative approach, that could give identity.