Maui Jim reinvents clarity with Ho’okipa Ultra

Maui Jim reinvents clarity with Ho’okipa Ultra

What if seeing the real world became a luxury? With Ho’okipa Ultra, Maui Jim pushes sunglasses to a whole new level: not just eyewear, but a full-on visual experience.

An icon, upgraded

Originally launched in 2002, the Ho’okipa frame returns in 2025—totally reimagined. ULTRA stands for ultra-light, ultra-tough, and ultra-clear performance for modern outdoor living.

Ditch the filters

Say goodbye to artificial vision. Powered by the all-new ULTRA lens and PolarizedPlus2 technology, this model enhances color, sharpens detail, and brings life into focus—with zero weight and max durability.

MJM ULTRA
Lunettes sport 2025 Oakley KylianMbappe

Sports Sunglasses 2025

Guide to the Best Models

A bold visual manifesto

In a world of filters and fake vibes, Maui Jim’s campaign hits hard: “The future isn’t virtual—it’s ULTRA real.” A bold call for clarity and authenticity.

For purists of the real

Whether you’re a city explorer or an outdoor athlete, Ho’okipa Ultra lets you see the world exactly as it is—just sharper, deeper, better.

Further reading :

Urban crowd in the Maison Margiela x Gentle Monster campaign photographed by Alex Prager: at the centre, a blonde woman in red-lensed sunglasses

Maison Margiela x Gentle Monster: when deconstruction becomes a full collection

Maison Margiela x Gentle Monster, the fourth collaboration between the Parisian house and the Seoul-based brand: 68 pieces, a film by Alex Prager and one simple idea, undoing a pair of glasses to make it more legible. Launch: 29 October 2026 Scale: 68 pieces, 43 sunglasses and 25 optical frames Film: Alex Prager, ten minutes […]

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Eyewear Photography for E-commerce, POS and Campaigns: The Brand's Guide

Eyewear Photography for E-commerce, POS and Campaigns: The Brand’s Guide

Online as in a shop window, the image comes before the words: it is what the customer studies, what reassures them or cheapens a frame chosen with care. Yet eyewear is one of the hardest objects to photograph — lens and material bounce light in different ways. This is the practical guide to eyewear photography […]

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Meta Glasses

Meta Glasses: EssilorLuxottica and Meta launch a standalone AI eyewear brand

On June 23, 2026, Meta and EssilorLuxottica unveiled Meta Glasses, a new line of smart eyewear. After Ray-Ban Meta and Oakley Meta, it is the first time the wearable carries Meta’s own name — a sign that connected eyewear is establishing itself as a standalone optical category rather than a piece of technology grafted onto […]

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