The relaunch of Arnette

Set up in 1992 and acquired by Luxottica in 1999, recently, the brand Arnette was the subject of a global relaunch project, which defined a new business strategy. This new Arnette era includes the new “Get on Board” campaign that means not only “get on a surf or skate board”, symbols that have always been in the DNA of Arnette and its community, but also “be ready to take part to the new global brand journey”. In the campaign, the return to origins is represented by a trip down the California coast enjoying the company of a family of ambassadors: a professional surfer, an artist, a photographer and a music band, united by their passion for surf. The relaunch of Arnette is based also on 2 different product segments: Casual Urban and Free Spirit – both inspired by a constraint-free contemporary lifestyle peppered with outdoor and urban adventures.