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.

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 :

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 […]

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 […]

Linda Farrow Iconic Collection: 1970 Heritage, Engineered for Today

Linda Farrow doesn’t do nostalgia. With the Iconic Collection, the British house revisits its founding vocabulary — the forms that defined it in 1970 — and reengineers them for a generation that never saw the originals. This is not a reissue. It is a restatement. A Return to Origins That Refuses to Romanticise Founded in […]

EssilorLuxottica 2026: The Stock Market Crash of a Company with Record Sales, Explained

There is something almost paradoxical about EssilorLuxottica’s stock market trajectory in 2026. The group continues to post sales figures most companies would envy — +11.7% at constant exchange rates in Q3 2025, +11.2% for the full year, and +10.8% again in Q1 2026. Yet over six months, its share price has erased more than 40% […]

Paloceras Nouvelle Fiction Sun: The Pebble Series Goes Solar

What Paloceras built with the Pebble series, then translated into prescription eyewear with Nouvelle Fiction optical, now reaches its third chapter: a sunglasses collection that preserves the house’s sculptural grammar while turning it toward the light. Nouvelle Fiction Sun is not a spin-off. It is a continuation — on its own terms. From Optical to […]

Oakley Jackets 2026: When Performance Becomes Aesthetic

Thirty years after their debut, Oakley Jackets are no longer just evolving. They are redefining what sports eyewear can be — and what it represents. In 1994, Oakley introduced a frame that didn’t exist before. Wraparound, bold, engineered not to please but to perform. In 2026, that same mindset expands into a broader vision: a […]