Breaking down steel to its pure elemental makeup uncovers it’s true material DNA.

PURE ELEMENTS.

Pure Elements

CAMPAIGN CONCEPT

Stainless steel is made up of many different elements. The collection title derives from the narrative these styles have been exposed to reveal their elemental make up. Each product picture setting uses the raw or refined state of the materials world and uses this to complement its metal components.

PRODUCT DESIGN

For the A/W 21 capsule collection we designed 5 correctional eyewear pieces that were inspired by their material heritage, steel. Elements of the styles are stripped of their conventional metallic coatings, leaving the bare surface structure of steel. This pattern appears rough but on the surface is smooth to touch. It was an industry first to combine metal rings with metal frames without adhesives of screws. A combination that helps volumize the style and enhance its perceptual value. Different coatings both matt and glossy are mixed in the hybrid systems making for unexpected colour accents.