SNOB Milano Mido Preview
SNOB Milano completes a key milestone in its journey, one that will come fully into focus at MIDO: the complete transition to titanium for all metal frames in the collection. A clear, uncompromising decision that marks a definitive break with traditional metals and sees the brand now offering titanium metal frames.
This is not an abrupt change of direction, but the result of a carefully considered evolution, driven by close listening to the market and a growing focus on reliable, durable, and technically robust products, capable of supporting high-value progressive lenses. Following an initial trial launched in 2024 and met with extremely positive feedback, SNOB Milano has chosen to carry this evolution through to its conclusion, turning it into a structural decision.
“Titanium was not a stylistic choice, but one of design responsibility. We decided to move forward decisively, completing the transition even at the cost of giving up models that were still commercially viable. It is a clear statement of our approach: prioritising long-term quality and user experience over immediate results,” comments Tommaso Bossetti, designer, co-founder, and brand strategist.
The collection to be presented at MIDO reflects this philosophy in both scale and structure: three new titanium models will sit alongside six new acetate designs. A deliberately measured choice that confirms a recognisable, understated aesthetic, faithful to the SNOB Milano language, yet profoundly renewed in substance through the use of advanced materials and technical solutions.
Emblematic of this journey is the Ravizza model, the last to be converted to titanium. From a formal perspective—particularly in the version with the sun shield—the design remains almost unchanged; what changes is the material and, with it, the product’s meaning. It is no coincidence that the model takes on a new identity and a new name: Wagner. A symbolic transition that illustrates how, for SNOB Milano, evolution is never merely aesthetic, but first and foremost design-driven.
With this move, the brand’s titanium collection now comprises 21 models. Titanium thus becomes a structural element of the SNOB Milano DNA, chosen for its intrinsic qualities: extreme lightness, corrosion resistance, long-term durability, and total biocompatibility.
Further defining the collection’s identity is the magnetic clip-on system, developed in collaboration with ZEISS Sunlens—a distinctive brand signature and a synthesis of functional modularity and optical excellence. Fronts milled from a solid block, and screwless hinge constructions complete a project conceived to last, where technical precision and formal clarity move in the same direction.
With this preview, SNOB Milano approaches MIDO with a clear and coherent vision: titanium is no longer one option among many, but a definitive choice. A material that becomes language, structure, and a promise of enduring quality.
See SNOB Milano at MIDO Pavilion 1 – Booth A02 B01
About SNOB Milano
SNOB Milano is an eyewear collection designed and produced entirely in Italy, in the Lombard eyewear district, which represents the excellence of magnetic clip-on glasses thanks to an exclusive small “Z” on the sun filters: the ZEISS Sunlens logo, to guarantee quality and optical excellence throughout the range. In recent years, SNOB Milano has successfully introduced new trends and design currents as part of the cohesive evolution of a collection that is centered on the product and the user, positioning itself as an impactful creator and trendsetter. From a simple concept collection that broke into the market with a simple but brilliant idea based on the concept of a flat lens, it is now a complete collection with a highly recognizable brand identity that is much appreciated all over the world. Proof of this is the strong partnership forged with ZEISS Sunlens for a signature collection of optical glasses with magnetic solar clip-ons: an exclusive partnership that ensures the production of all the solar clips in the collection, with high-quality optical excellence.
Original link: https://www.opticaljournal.com/snob-milano-mido-preview/