Since its inception, SUPER’s goal was to develop high quality eyewear, with a distinctive design at an affordable price. SUPER’s founder Daniel Beckerman explains the initial idea that has since guided the brand’s every choice: “All the companies that were in the market were developing boring eyewear. I kept looking at all the experimental independent clothing brands and wondered why no one had yet dared to develop a quirky, bold line of eyewear.

I wanted to design sunglasses that all my friends would love to wear: fresh, hip and stylish, without necessarily compromising the quality. Also, I think the success of a business is never done by a single person but with the collaboration between talented people, and I have been so lucky to be surrounded by many, such as my brother Simon, from which I have learned so much, and the precious collaboration of Sean Beolchini, but also many other great people that believed in my ideas.”