RetroSuperFuture’s SUPER Sunglasses may have found their start in Italy, but since its original conception in 2007, the eyewear label has spread to more than 20 countries. Created by Daniel Beckerman, SUPER sunglasses were originally imagined as sunglasses Beckerman’s friends would enjoy, an accessory that would break the monotonous, traditional mold that Beckerman felt the sunglasses industry had become too strongly attached to.
SUPER sunglasses have attracted a market far beyond Beckerman’s friends, however. Beyond those 20 countries, SUPER sunglasses have become known for a series of adoring celebrity endorsements; while RetroSuperFuture lists big names such as Lady Gaga, Beyoncé, and Kanye West, a quick look at the label’s Instagram features appearances by younger, up-and-coming artists or groups such as Dua Lipa and Rae Sremmurd, as well as internationally renowned models like Imaan Hammam.
What exactly makes a pair of SUPER Sunglasses, well, super? Beckerman says he collaborates with a series of individuals, ranging anywhere from his brother Simon to the creative director of SUPER, Sean Bolchini, to build upon and experiment with the label’s pre-established set of styles. In fact, collaboration is a fundamental aspect of the sunglasses’ creation: the label works with German lens company ZEISS to outfit their acetate frame glasses (acetate being a renewable type of plastic) with high quality lenses. RetroSuperFuture has also teamed up with a variety of brands, companies, and nonprofit organizations for what they term “special projects”, among them Barneys, Carhartt, and the Elton John Aids Foundation.
Along with his desire to create unique and engaging eyewear, Beckerman created SUPER Sunglasses out of his wish to provide high quality sunglasses at an affordable price. To this day, the glasses are not manufactured, but rather handmade in Italy. On top of this, while the glasses certainly aren’t cheap, neither are they so outrageously expensive so to only be conceivably afforded by celebrities and the über rich; many are comparable in price to Ray Bans or discounted sunglasses from large fashion houses such as Dolce & Gabbana.
Among the SUPER collections are the Visiva collection, which the label describes as “a series of seasonal and collectable sunglasses with experimental and printed acetates”, as well as the more conventionally periodic Spring/Summer 2017 collection.