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MYKITA Campaign 2010, Image by Mark Borthwick MYKITA Campaign 2010, Image by Mark Borthwick

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Freitag, Dez. 3, 2010, 11:43 / Berlin, Germany

Long gone are the times when glasses are worn only for practical purposes; now people are clamouring to wear the latest designs, particularly those by German designer, MYKITA. And its popularity is set to rise even higher, with the news that is has been nominated for yet another prize at the German Entrepreneurs Awards. The eyewear design company, based in Berlin, was founded by Harald Gottschling, Daniel Haffmans, Philipp Haffmans and Moritz Krueger and, from their humble beginnings in the autumn of 2003, the team has built up a business that employs over 140 people and is internationally recognised. Named after the first premises of the company (a former children’s daycare centre), MYKITA has become ever more successful, with worldwide acclaim and a plethora of awards under its belt.

MYKITA was a winner from the beginning: its first range of glasses marketed as Collection No.1, won a 2007 iF product design award and the collection’s Rocco model won a 2007 red dot design award. The all-new collection was singled out for its highly functional hinge designs that got rid of the more-commonly used (yet complex) soldered joints and screws. Also, as the frames were made from stainless sheet steel, the glasses themselves were much lighter and more easily adjustable than their competitors.

No stranger to praise and accolade, the brand has simply gone from strength to strength and has notched up an impressive 10 awards, with four being won this year alone. 2010 has seen MYKITA scoop prizes from red dot (for the Oda model, with an honourable mention for Dries, which features the brand’s new patented hinge technology), iF (for the Dries model), GOOD DESIGN (for the Grace model) and IDEA award (for the Brooke model). Hoping to add one more trophy to their proverbial cabinet, this year sees MYKITA being nominated for the Most Promising Performer at Deutscher Gründerpreis (German Entrepreneurs Award). Considered to be the biggest accolade for enterprise excellence in Germany, if MYKITA wins the award, (which is announced on 14 September), it will join the four that it has already won in 2010, and there will be no stopping it.

The design label is known the world over for not only its fashionable and forward-thinking designs, but also for its innovative technology that has led the way with the use of thin sheets of stainless steel, and patented screwless hinge technology.

And it’s not just the industry and the public that are swooning over MYKITA’s collections. Tom Cruise, Lady Gaga, Angelina Jolie and Brad Pitt are all counted among MYKITA’s fans, with the Franz aviator model being worn by Sarah Jessica Parker in Sex and the City 2.

Awards aside, this year looks set to be MYKITA’s best yet. Now synonymous with luxurious, innovative designs, the label has pulled out all the stops for its AW 2010 collection. In the new MYKITA & Bernhard Wilhelm ‘Trans’ collection, the ever-popular aviator models, Franz and Sepp, have been joined by a new shape, Alois. Similar to the classic aviator, the Alois is distinctive thanks to its very high nose, and is set to become a firm favourite. New colours are also introduced this season, in the shades of silver and brown, and a bright ‘jungle’ green.

Also new this season is the new unisex model, Lucidus, which joins the MYKITA & Bernhard Wilhelm collection. Described as “a shape that is both futuristic and sporty,” the wraparound glasses are designed to be worn both during sporting activities, and also as streetwear, and come in three colours: Matt Black, Mustard and Pebble.

And just to blur the boundaries even further between real life and futuristic technology, the MYKITA & Romain Kremer AW 2010 collection is titled The Plastic Eating the Natural. The French avant-garde designer says of the collection: “The back eats the front. The shadow eats the reality. Man fights with the second dimension, the image of the original.”

Confused? So are we, but it doesn’t stop us admiring the Limited Yuri in Red or Black. With inspiration from Innuit wear, and with the aim of “transcending the prevailing pessimism in the world today”, the glasses are inspired by the future and are perhaps better described as a headpiece instead of simple eyewear.

MYKITA has stores in Berlin, Vienna, Paris, Zurich and Monterrey. All frames are hand-made at MYKITA’s own production site in Berlin and are available at over 1,400 high-end opticians and selected department stores across the globe.

Brunnenstr 153, Berlin, 10115, Germany
Tel: +49(0)30-20456645

For press enquiries contact Xenia Deger, x.deger (at)

For sales enquiries send an email to mail (at)

Lucy Higgins | TribaSpace

Produkt-Gruppen: Eyewear
Märkte: Women's, Other, Men's

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