MILAN — Safilo Group is entering the wearable technology arena.
The Italian eyewear company has inked a licensing agreement with Interaxon Inc., a Canadian company leader in EEG — or electroencephalography — brain sensing technology. As per this research and development partnership, the firm will launch products under the SafiloX moniker. The goal is to “enable mental focus for enhanced performance and personal well-being,” the company said.
“SafiloX is the perfect intersection of our renowned eyewear design and authentic quality craftsmanship dating back to 1878, the leading brain sensing technology application, and today’s most coveted consumer search to master mental focus and strength to achieve enhanced personal performance and well-being,” said Luisa Delgado, chief executive officer of Safilo. “It is neither another example of technology mounted on frames, nor technology for its own sake.”
SafiloX will first be offered through the group’s owned Smith performance eyewear brand. The glasses will not have a camera attached, dodging the potential “nerdy” look, as Safilo aims for “unparalleled fit and comfort, aspirational design and style,” Delgado said. Interaxon Inc. will be presenting the partnership at the Consumer Electronics Show in Las Vegas Jan. 5 to 8.
In addition to Smith, other Safilo proprietary brands include Carrera, Polaroid, Safilo and Oxydo. The company also produces and distributes eyewear collections for brands ranging from Dior and Fendi to Givenchy, Marc Jacobs and Max Mara.
“Today, Interaxon’s Muse technology enables consumers, athletes, coaches, clinicians and health care professionals to enhance their and their clients’ personal wellness by helping them improve their mental focus,” Safilo explained. “Interaxon’s technology has been validated scientifically with more than a 100 brain research partnerships around the world, from institutes including the Rotman Research Institute at Baycrest, MIT, McMaster University, NASA and IBM.”
The research is already under way, involving leading Canadian neuroscience researchers at institutes including the University of Toronto, the University of Victoria, and a study by Michela Balconi, Professor of Neuropsychology and Cognitive Neuroscience, Head of Research Unit in Affective and Social Neuroscience, at the Cattolica University of Milan.
“With SafiloX, Interaxon becomes broadly accessible via a premier lifestyle brand, iconic design and stylish accessory,” said Derek Luke, ceo of Interaxon.
Interaxon and Safilo have been working on this eyewear platform for the past 12 months.
Last October, Luxottica’s Oakley brand launched Radar Pace, high-performance eyewear offering a real-time voice-activated coaching system, developed with Intel. The trademarked system allows the wearer to create personalized training programs, track performance and respond to questions, providing information and feedback.