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WHAT'S NEW

The new green eyewear brand Mita makes its debut at MIDO

February 17 2020

Mita, the new green eyewear brand, produced by Vision of Tomorrow (VoT), makes its debut at MIDO. During the fiftieth edition of Mido, Collection 1, totally eco-sustainable, will be officially presented. The 17 eyewear models and 13 sunglasses are in fact made with recycled and recyclable materials: the plastic proposals use a material obtained from PET plastic bottles collected at sea, while the metal ones use recycled aluminium. The attention to the environment does not stop at the frames, but also involves demo lenses and biodegradable sunglasses, components and packaging.

The name Mita is the synthesis of two different words that represent the spirit of the brand: MI as the initials of Miami, where VoT is based, and ITA as ltaly. A name that represents a bridge between the melting pot style culture of the American Magic City and the concepts of Italian craftsmanship and design.

 

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WMido – World Weekly Wonder – is the editorial project of MIDO, the world's leading international Optics, Optometry, Ophthalmology exhibition. WMido is designed to give timely, comprehensive eyewear-related news, with a keen eye on the parallel worlds of fashion and design. The latest news, in-depth reports, interviews, and comments so that readers will not miss out on anything and can stay connected with the business world and the market.

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