With some delay from the previously set schedule, Mykita launched its eyewear customization system, called MVO, in September among a restricted circle of 100 people, including family members and friends of the German brand.
As previously reported, MVO combines three digital technologies: 3D scanning, parametric design and additive manufacturing. Three different styles in ten different colors for corrective frames and sunglasses are currently available for customization. There are also ten different lens options for MVO sunglasses. The range of styles and colors will be expanded in the future.
MVO is being introduced first in Mykita's own stores in Berlin and New York, followed by the Mykita stores in Los Angeles and Zurich, along with selected Mykita retail clients in other parts of the U.S., Munich and Hong Kong. The final global roll-out is set to start next summer, involving the company's stores and selected opticians.
Meanwhile, Mykita launched a new product line, the Mykita Studio collection, with a distinctive stand at the latest Silmo show in Paris, offering short lead times between design and production. The new eyewear line is meant to serve as a showcase for high-fashion concepts and innovative designs, reflecting the aesthetic zeitgeist.
The Mykita Studio collection encompasses three capsule collections with two different models, each exploring an individual visual topic, accompanied by specific packaging. The themes of the first Studio collection are Modern Metropolis, Graphic Illusions and Black Magic. The glasses are priced at €395 per pair.
Mykita also launched a new cooperation with Verbal & Yoon, a couple of fashion artists from Japan, for the design of two different styles of sunglasses priced at €375.
Without giving out specific sales figures, Mykita says it recorded double-digit growth in 2015 and expects to record a double-digit increase once again this year. The U.S. remains the biggest single market for the German brand, followed by Germany and France. The share of sales of acetate frames has increased considerably. Mykita Mylon accounts for 10 percent of the company's total sales.