The license follows an eyewear collection inspired by the Adidas Originals Superstar sneaker and introduced in March.
“I am extremely proud that only a few years after it was founded, Italia Independent was able to create a winning business model in such a competitive segment like eyewear, thanks both to our human qualities and professional skills,” said Lapo Elkann, cofounder and chairman of Italia Independent. “This has allowed us to forge a synergetic relationship with a brand that is so strong. Our partnership started last year and was characterized by the willingness to work side by side by the two teams. Now, we have an even stronger alliance, and I’m convinced that it’s only the beginning of something truly exciting.”
Andrea Tessitore, cofounder and chief executive officer of the Italian company, underscored the firm’s investments in research, development and design. “Thanks to its technical features, and especially the new digital printing technology, the new Adidas Originals eyewear will be completely coherent with our partner’s product offering, from sneakers to apparel,” he said.
“We are very happy to extend our partnership with Italia Independent. It’s exciting to have found a partner of such strengths and vision. Our successful relationship is based on the same beliefs and values: creativity, authenticity and a strong sense for innovation as the basis for many more pioneering projects in the future,” commented Arthur Hoeld, general manager Originals.
On Thursday, the companies also unveiled a new “lock-up logo,” which features the Adidas Originals iconic Trefoil together with the Italia Independent logo.