MAUI JIM LAUNCHES COLLECTION 'EONO
Maui Jim announces the launch of its sixth collection since joining the Kering Eyewear portfolio. Collection 'Eono, "six" in Hawaiian, marks a strategic evolution of the brand's core strengths: iconic heroes, sport performance, and prescription expertise. The collection is designed to meet new lifestyles, aesthetics, and outdoor needs without compromising technical integrity.
Born on the beaches of Lahaina, Hawaii, Maui Jim was founded to protect eyes from intense sun exposure while revealing the world in vibrant color and detail. That purpose led to the development of the brand's proprietary PolarizedPlus2 lens technology. Recommended by the Skin Cancer Foundation, PolarizedPlus2 blocks the totality of harmful UV rays, eliminates 99.9% of glare, and enhances color and contrast, delivering lasting visual clarity and comfort across diverse outdoor environments.
Collection 'Eono expands the Ho'okipa family to engage customers seeking stronger style expression alongside trusted performance. The introduction of Ho'okipa Ultra M-a full-rim metal evolution of Ho'okipa Ultra featuring durable Maui Ultra lenses-brings a more elevated, lifestyle-forward aesthetic while preserving the comfort and performance that defined the original icon. The collection also refreshes the perennial bestseller Ho'okipa with bolder lens expressions and updates Ho'okipa Ultra with commercial colorways.
The collection further strengthens Maui Jim's sport offering with versatile, multi-sport designs engineered for comfort and reliability. Designed for fishing activity, a new wrap-style silhouette features SuperThin Glass lenses, thinner temples, and integrated keeper slots at the temple tips, ensuring optimal clarity and a secure fit during prolonged wear on the water. The streamlined construction balances coverage with lightweight comfort for extended outdoor use. A new sport shield design underscores Maui Jim's continued focus on performance-driven engineering. Featuring grooved nose pads and temple tips, the shield delivers an expansive field of vision and enhanced grip and stability for high-movement activities such as running and hiking.
Prescription remains a cornerstone of Maui Jim's product strategy, and Collection 'Eono reinforces this commitment with new designs engineered to accommodate a wide range of vision needs without sacrificing style or performance. Notably, the sport shield is available with a new Rx insert solution, bringing shield-style sport eyewear to outdoor enthusiasts with corrective vision needs. Available in single vision and progressive, all Maui Jim prescription lenses are digitally surfaced in dedicated labs in the U.S. and
Europe, ensuring precision, consistency, and fast turnaround times while retaining the full benefits of PolarizedPlus2.
With Collection 'Eono, Maui Jim reinforces its iconic foundations, expands its sport positioning, and advances its prescription offering while delivering a cohesive collection aligned with an active, experience-driven consumer.
About Maui Jim
Maui Jim sunglasses were born on the beaches of Maui; designed to protect eyes from the harsh rays of the island sun. Today, Maui Jim is sold in more than 100 countries and is recognized for its unparalleled "Aloha Spirit", customer service, and advanced PolarizedPlus2 lens technology. All Maui Jim sunglasses block the totality of harmful UV rays and eliminate reflected glare while enhancing color, clarity, and detail. Maui Jim sunglasses have earned the Skin Cancer Foundation Seal of Recommendation as an effective UV filter for the eyes and surrounding skin. In 2022, Maui Jim became part of Kering Eyewear, which belongs to the global Luxury group Kering.
