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The Creation of the Persol Brand

Persol is a world renowned brand of designer sunglasses that represents quality, sophistication and elegance. The brand is often seen on famous faces, which highlights its inextricable relationship with image.

 

Italian, Giuseppe Ratti began Persol’s road to success in 1917. As an expert photographer and optician owner, his knowledge of light and his eye for beauty placed him in the perfect position to create a line of sunglasses that married high UV protection with high end fashion. His first protector sunglasses, aimed at sports drivers and pilots was the first building block for continued success and were quickly adopted by the armed forces and several air forces around the world. Persol’s protective properties were further proven by the excursionist Enrico Rosso, who climbed the Himlayas with the constant presence of a glaring sun, wearing Persols and returning with no eye damage.

 

Ratti continued to develop his range, adding new features so that the brand evolved and became more appealing. However, the protective attributes is a design feature that is still very much ingrained in the brand. Persol was also responsible for the first flexible stem named the Melflecto, as well as the Victor Flex, a soft nose bridge, defining it as a brand geared towards ultimate comfort.

 

Persol’s name is derived from the words ‘per il sole’, which translates in Italian as ‘from the sun’. The famous Persol logo retains its vintage origins, with instant recognisable scrolled writing that fits well with its established identity. The trademark silver arrow that wraps around the edge and front of Persol sunglasses is a symbol of quality, inspired by the swords shape of ancient warriors, which serves to complement the brand’s association with gallant film stars.

 

Persol is most famously synonymous with the effortless cool of Steve McQueen, popularising two specific models, the 714 and the 649. Its popularity as a brand meant that it began to make its way into the film industry, as a statement of cool. Again, Steve McQueen adopted his signature style Persol sunglasses in The Thomas Crown Affair, but this time with a blue lens, offering a nod to the innovative character of Persol, a constantly developing and exciting brand. Other high profile films include Die another Day and Casino Royale, where the charm of the leading man dominates the screen, enhanced further by the addition of a pair of Persols.

 

Although men’s sunglasses were initially championed by men, women who shone the light for Persol sunglasses included the starlet Greto Garbo and more recently the Italian actress Ornella Muti, for whom Persol created a pair specifically for, named the 830 model. Today, similar Persol ladies sunglasses appear as the Persol Folding keyhole sunglasses in light Havanna, sporting the same pattern, shape, colour and star style. Angelina Jolie is also another actress that flies the flag for Persol, radiating effortless glamour in whatever she does. It seems Persol has come along way from the goggle-like shape and elastic fixings of the first protector model to the chic, hand crafted sleekness we are used to today.

 

 

 

About the Author

http://www.redhotsunglasses.com/

Francesca McGlone

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