Mad in Italy: a project inspired by the future

“The birth of this collection came at a time of crisis, when people are more careful about spending and want value for money, plus a product that won’t age. I have tried to introduce innovative materials for both frames and packaging. The inspiration for my design is rooted in the future”, stated Mad in Italy designer Claudio Della Longa.

This is the last frontier in vision eyewear. Mad in Italy is a no-brand for Vista Eyewear. Nonconformist, extravagant, technological but above all free to be itself, to evolve, to communicate. It is something new that leaves behind the ashes of a past that has been exploited and is now spent and outmoded.
Mad in Italy is a generation, a shouting, unabashed, jostling lifestyle that smiles and sees the crisis as an opportunity and not a decline; a reaction, a choice for those who don’t look at appearances and keep up with the times.

The new generation Mad in Italy eyewear is ageless, free from platitudes, it is a trendsetter, not a trend follower. It represents a cross-section of the global society but maintains the authenticity of Italian style, underscored by the ability and experience of Vista Eyewear, the creator of the Mad in Italy project.

At a time of instantaneous social networks, it is a collection designed for a fast generation, a main player in the image society. A generation that constantly feeds its need to “update” and personalize its style. Also for this reason every month the Mad in Italy collection makes an invaluable creative contribution by presenting new designs for frames that are always different, chameleon-like.

This eyewear tells a new story based on made in Italy chromosomes and developed with a creative concept of “madness” from a mix of Vista Eyewear experts and everyday glocality. Mad in Italy eyewear takes advantage of Web 2.0 channels and spontaneous, upward-moving viral promotions on the alternative platforms used by young people every day. Our traditional creative DNA blends with emerging genius. Mad in Italy is extreme comfort and contagious vivacity.

An artisan product made in Italy thanks to the search for materials and meticulous finishes that combine innovation, functionality and technological design. This creation is the result of the extreme attention and talent of Claudio Dalla Longa, the designer of the Mad in Italy line for Vista Eyewear, who has deep roots in the optics sector and records including: the world’s first photo-etched eyeglasses, the first milled bronze eyeglasses, the first eyeglasses with a double temple in acetate, the first overinjected steel-rubber temples, all of which are enriched by such intuition and innovation as alutex, the new sandwich material, and the screwless astaflex in overinjected steel-rubber. Claudio Dalla Longa’s philosophy and choices also pay tribute to nature and eco-sustainability.

Like wearing masks that communicate, personal creative flair is interpreted in shapes and colors.

Eyewear becomes the distinctive feature of a personality. Removable and wearable. Mad!