Maui Jim has launched a campaign called ‘Color You Can Feel’ starring American model/actor and Global Brand Ambassador Evan Mock.
Part of a global brand refresh, Color You Can Feel showcases Maui Jim’s latest Ekahi collection, the first to be designed and produced with Kering Eyewear.
As reported, Kering Eyewear completed the acquisition of Maui Jim in 2022.
The campaign marks a pivotal moment for Maui Jim as it continues to refresh its brand image and expand its global reach to engage a new generation of consumers.
Color You Can Feel takes viewers on an immersive journey through colour and emotion, showcasing a vibrant portrait series that captures the sights and feelings of wearing a pair of Maui Jim sunglasses. According to the brand, it is a celebration of its commitment to “pushing the boundaries of visual experience”.
The campaign features two visuals and video that highlight the benefits of Maui Jim’s polarized lenses, which were crafted to meet different eyewear needs. The narrative tells the stories of four distinct personalities who discover the world through Maui Jim’s lenses.
Along with Mock, Color You Can Feel showcases an authentic and diverse cast, representing the brand’s commitment to inclusivity and to catering to a wide spectrum of outdoor enthusiasts. The campaign was photographed by British Photographer Nick Riley Bentham and filmed by Paris-based director/artist Neels Castillon.
Kering Eyewear President and CEO Roberto Vedovotto commented: “Embracing the essence of Ohana, we are embarking on a transformative journey, fuelled by passion and unwavering commitment, to elevate Maui Jim to new heights. With our ‘Color You Can Feel’ campaign, we are not just redefining eyewear, we are reshaping experiences.
“Together with Evan, who embodies the essence of Maui Jim’s contemporary DNA, we are not just selling sunglasses; we are inviting individuals to see the world through a lens of vibrancy, clarity and emotion.”
To mark the unveiling of the campaign and the Ekahi collection, Kering Eyewear will be hosting a special event in Milan on 1 February during MIDO, where Mock will be making a special guest appearance. Stay tuned for our on-location report from the exclusive event.
For Maui Jim, Mock is the ultimate representation of “contemporary coolness and empowered imagination”. Mock is best known for his starring role in the television programme Gossip Girl and is an avid surfer and skater.
Commenting on his role as Maui Jim Global Brand Ambassador, Mock said: “Being a part of Maui Jim’s campaign is an honour. Being Hawaiian, Maui Jim has been such a big part of my life. My grandfather had them, my father had them and that’s why the project became interesting to me. Color You Can Feel is not just about sunglasses, it’s what you get when you put them on.”
Maui Jim’s partnership with Mock goes beyond the advertising campaign. Together, they are working to show solidarity to the Lahaina community after the wildfires of 2023. Mock will actively support all the company’s communications related to all actions undertaken to sustain the Hawaiian Community Foundation’s Maui Strong Fund.
As reported, the company has made a significant donation to the Maui Strong Fund to support the town of Lahaina, the home of the brand. Maui Jimi is also making donations from sales of the four styles worn by Mock.
Maui Jim was founded in 1987 and prior to the deal was called the largest independently owned high-end eyewear brand. The brand is known for its distinctive Hawaiian heritage and its use of innovative eyewear technologies. It offers a wide assortment of broad spectrum high-quality sunglasses and optical frames.
Notably, Maui Jim engineered the patented PolarizedPlus2 lens technology, which protects the eyes from intense glare and harmful UV rays, while simultaneously enhancing colours. ✈
