Italia Independent

Made in Italy 2.0

Identity

The mission and philosophy of Italia Independent are largely described by its name. Italy is not only the place where the company is based and operates, but it’s also the main inspiring place and the moving force of the brand. 

Italy is not only the place where the company is based and operates, but it’s also the main inspiring place and the moving force of the brand. I-I is a brand that aims to reload Made in Italy and create “Made in Italy 2.0”.

Today a product or brand is perceived as new only if its materials and functionalities are innovative, without however jeopardizing its true Italian roots.

Italia Independent believes that creativity today lies in remixing different experiences and styles.

The association of materials from different origins and the fusion of tradition with innovation are the project’s philosophy and values.

We strongly believe that our brand, although focused on eyewear, should be 360-degree effective.

From clothing to home decor, from glasses to cars, and this is what we do.

History

The birth of the Italia Independent brand dates back to January 2007, its first business being the promotion and launch of one single innovative product: a pair of carbon fibre Italian handmade sunglasses, which were sold at the retail price of Euro 1,007.

Since the very beginning, the Group’s strategy has focussed on differentiation.

In order to attract as much media coverage as possible and make the brand philosophy popular.

In June 2007, the Group’s founders opened the Independent Ideas agency to capitalise on their communication skills.

The company was founded in 2008 as a holding to give a more rational structure to the eyewear, design and communication businesses owned by Lapo Elkann, the other founding shareholders and the Group’s Top Management.

2008 was also the first year the Italia Independent brand became truly popular, with the launch of the first sunshade collection and a few clothing items.

As well as the first partnerships with such leading brands as Borsalino (hats), Arfango (shoes), Iveco (cars) and Pantofola d’Oro (shoes).

In addition, the Independent Ideas agency went into partnership with international creative partners and began to strike deals with other parties, such as Breil, Fox, La Stampa, Levi’s, Moschino, Meltin’Pot, Pantofola d’Oro, Film Commission Torino Piemonte.

In 2009, in the area of eyewear, the Group launched the first styles of reading glass frames and took an integrated, direct approach to its business and organisational system.

Distribution reached about 220 accounts in Italy and the products began to be sold abroad as well. In addition, a temporary store was opened in Saint Tropez.

Along with partnerships with Arfango and Borsalino, which went on, the Group acquired two more partners: Spy (ski goggles) and Alfa Romeo.

Independent Ideas kept growing by acquiring more and more accounts, such as Virgin Radio (for which it developed the “Rock Save Italy” campaign) and Fiat, for which it developed the “Fiat 500 by Diesel” project, giving it national and international visibility.

In 2010, the Italia Independent product range was extended to include the first velvet glasses (I-velvet).

Distribution reached about 650 accounts in Italy and kept expanding abroad as well.

In addition, the Group teamed up with Dinh Van (men’s jewellery), Meritalia (interior decoration), Diesel (jeans) and Vans (footwear).

In 2012, the Group entered partnerships with such leading partners as Juventus (production of eyewear for the win of the Serie A football cup in 2012, won again in 2012/2013), Eclectic (men’s jackets), Invicta (bags), K-way (sports jackets), Bear (beachwear), Mark Mahoney (bespoke eyewear), Victoria’s Secret (bespoke eyewear), Smeg (refrigerators), Vertu (mobile phones) and Able to enjoy (wheelchairs).

Five new single-brand franchises opened in Bergamo, Porto Montenegro, Bologna, Turin and Sestrière, along with the first outlet in the Turin’s premises.

Independent Ideas grew on, and in 2012 it signed important agreements with Ferrari, Baglietto, Juventus, Jeep, Smeg, Vertu, and others.

Gianluca Vacchi & Italia Independent

Products Italia Independent