From Bold Sunwear to Everyday Expression // EKKIU Expands Their Vision at MIDO

With their official debut at MIDO, EKKIU completes the next chapter of its young brand story. What began as a bold sunglasses statement now unfolds into a full eyewear universe, as the label presents its first optical collection alongside its latest sun designs – confident, expressive and unmistakably Gen Z.

The name EKKIU comes from Italian youth slang, loosely translating to “more and more” – a philosophy that runs through every frame. More fashion, more quality, more attitude. After gaining international momentum with sunglasses, the brand now brings the same energy to optical eyewear, translating its strong visual identity into frames designed for everyday life.

The optical collection stays true to EKKIU’s DNA: vibrant colours, sharp contrasts and silhouettes that feel bold rather than basic. Sculpted temples add a graphic edge, while vintage-inspired hinges introduce a subtle nod to classic eyewear design. Crafted from premium acetate with integrated metal core wires, the frames combine visual impact with comfort and precise adjustability. All optical styles are fitted with plano lenses featuring built-in blue-light protection, making them well suited for digital-heavy daily routines.

Alongside the optical debut, EKKIU also introduces new sunglasses that underline the brand’s playful yet confident approach. For women, a softly contoured, retro-inspired cat-eye made from rich acetate balances timeless femininity with a modern twist, offered in a palette of vibrant, flattering tones. For men, the classic aviator is reimagined with a bold acetate front, sleek stainless-steel temples and refined acetate tips – a confident, contemporary update of an icon.

Performance remains a key focus across both sun and optical styles. Sunglasses are equipped with advanced Tritan™ lenses by Eastman, selected for their clarity, durability and high optical quality, ensuring that style and function go hand in hand.

With the launch of its first optical collection and the expansion of its sunglasses line, EKKIU positions itself as a brand that sees eyewear not as an accessory, but as a statement. Bold, fashion-forward and designed for a generation that values individuality, the collection marks a decisive step forward – more expression, more confidence, more EKKIU.