From 3 to 5 February 2024, all eyes will be on MIDO, the world leader in eyewear trade shows. For three days, stakeholders from all five continents will meet in Fieramilano Rho to discover the companies which represent the entire supply chain of the eyewear industry, in an international setting.
WMIDO is allowing some of the MIDO 2024 exhibiters to voice their opinions. Today’s interview is with Moritz Krüger, CEO and Creative Director of Mykita.
Sustainability is undoubtedly a theme of extreme activity, born out of the needs to elevate the scope of business realities to contemplate a better future for all. This issue is also very much felt by MIDO, which, in addition to being engaged in the forefront as an organization, has created ad hoc awards: the CSE Award - Certified Sustainable Eyewear, which evaluates the sustainability of eyewear products internationally, and Stand Up For Green - designed for stands that stand out for their attention to the environment. How does your company approach this issue? What activities do you carry out to support the future of the planet?
CSR is an important topic at the heart of our operation and MYKITA brand. As an independent company with our own production in Berlin, making products mostly to order, we want to take responsibility in all areas, for people and the planet. We have established our responsible design ethos, which is defined by four principles manifest in every frame: timeless aesthetic, ethical production, pioneering design and handcrafted quality. We advocate for responsible consumption and work towards continually prolonging the lifespan of our eyewear through our rigorous standards of quality and after-care. We are quite advanced in terms of responsible materials. Today, we purchase 90% recycled materials (stainless steel and Acetate Renew – ISCC PLUS certified), and we manufacture locally in our own premises. In terms of carbon emissions, we still have quite a way to go, and it has been more challenging than anticipated to complete our first carbon footprint and sustainability report in these uncertain times, but we’re determined and working on it. Our next goal is becoming a B Corp in the next years, which is a demanding task.
Young people are our future, we were also talking about this earlier in the area of sustainability. Being close to them and responding to their needs is not always easy. MIDO, in this sense, always tries to keep up with the times and experiment: it was the first fair in the sector to have a digital magazine, to use a dedicated app, the first to create a digital platform to respond immediately to the Covid crisis. In 2024, as we mentioned earlier, she was also the first in the industry to create a communication campaign using AI. How does your company try to reach younger people?
Younger consumers are very conscious of the environmental and social impact of their purchasing decisions, expecting brands to be aligned with their values. Especially when it comes to culturally relevant topics, such as eco and social responsibility, inclusivity, design and manufacturing integrity, they are more likely to buy from brands that reflect their personal values. As a design company with an autonomous production, our holistic and transparent approach signals our wish to have a positive impact via our exceptional, long-lasting products but also via our fair and ethical working conditions, a transparent value chain, and respect for the environment. We strive to be an aspirational brand people can trust and identify with, and when it comes to these priorities, we have considerable overlap with younger generations. Collaborations and projects with fashion designers and artists, such as 032c or Martine Rose, also put Mykita on the radar for a new generation. Our design language feels modern and in the Zeitgeist.
A 'hot' topic is the increasing use of AI. MIDO also used it, in support of human creativity, to create the industry's first communication campaign. What is your stance toward this issue? Have you used it for your production reality or do you plan to use it in the future?
We are naturally curious and interested in new technology, and have been exploring the field of AI, considering its possible use and value to us in the future – we have already used it for a capsule campaign. For the moment, when it comes to the design process, AI is interesting as a source of unpredictable inspiration, you never know what it will make of the ingredients. It’s in our DNA at Mykita to combine high technology with specialised craftsmanship and handmade elements – this continues to define our product design and manufacturing.
You have pioneered the use of 3D technology. What direction will technology take in Mykita's future?
We are always keeping our eyes on what’s happening in other industry sectors and what new and emerging technologies might open other avenues in our design or manufacturing process and let us create something we have not been able to do before. Having said that, we also look to further master the materials and technologies we are already working with. So that means continually investing in the research and development of our stainless steel, acetate and Mylon® processes to be sure we are operating on the highest level in terms of quality and sustainability. We also continue to explore hybrid constructions and new, elegant ways of bringing materials together which is such a big part of our design aesthetic.
