Longarone, 20 March 2018 – Lozza, Italy’s oldest eyewear brand, turns 140 this year. The De Rigo Group, which purchased the historic company in 1983, will be celebrating this record-breaking birthday along with the Group’s 40th birthday.
A STORY OF EXCELLENCE AND QUALITY GOING BACK TO 1878
The story goes that Giovanni Lozza and the Frescura brothers of Cadore began the Lozza brand by beginning to produce the first eyewear out of materials available in the valley and nearby Venice. That was in 1878, and Lozza was destined to become a leading Italian enterprise, standing out right from the start for its creativity, quality and excellence, with an innovative focus on the environment and human capital as far back as the ’20s. The factors contributing to Lozza's success include the company’s pioneering use of celluloid, an innovative plastic material made from cellulose, the timeless design of its products, use of machinery designed to protect employees’ safety, and the idea of reusing production scrap to make other things, such as buttons. This exemplary success has been rewarded over the years with international prizes and honours of merit for Lozza’s hard work and example of successful entrepreneurship worldwide.
1983: LOZZA BECOMES THE DE RIGO GROUP’S HOUSE BRAND
De Rigo purchased Lozza in 1983. In deciding to include this iconic eyewear brand in its product portfolio, the Group inherited an outstanding success story, still a source of inspiration, and contributed to Lozza's success as a symbol of Italian excellence all over the world. While on one hand Lozza boasts unique know-how and tradition in the eyewear sector, on the other hand it continues to aim for innovation and on-going product research: an original, outstanding heritage that has made it an innately superior brand. According to De Rigo Group founder and president Ennio De Rigo, “Lozza has always represented a dream for the people of Cadore. Acquiring the brand definitely marked an important professional milestone for us, contributing to our company’s growth and bringing us great personal satisfaction. We feel a profound responsibility toward the brand, and we are proud to take it into the future”.
TRADITION AND A FORWARD-LOOKING ATTITUDE INSPIRE THE NEW COLLECTIONS
The importance of the Lozza brand for De Rigo has given rise to innovations that maintain and emphasise tradition, innovation and quality in eyewear. The Lozza by de Rigo collection is renewed each season while maintaining the iconic Macho, Cooper and Zilo styles which have contributed to the brand's success over the years, reinterpreted each time with new colours and materials. The distinctive element of the new collections is the five-line trim, new symbol of the brand. In the latest new styles, the trademark is replaced by the symbol of these refined, simple lines, an iconic code embellishing the temples and front of the frame and representing Lozza in a unique, elegant way. De Rigo has made a number of strategic choices in its communications policy, in the areas of the visual and performing arts. Over the years, Italy’s oldest eyewear brand has worked with film stars such as Alessandro Gassman and Pierfrancesco Favino and singers like Francesco Renga, Marco Mengoni and Mika; it has also been involved in prominent film partnerships and worked on an important charity project with Cirque du Soleil.
LOZZA SARTORIALE: TAILOR-MADE EYEWEAR
2014 saw the debut of Lozza Sartoriale, a special project launched by De Rigo in partnership with Politecnico di Milano to respond to the demands of today’s consumers, who are increasingly seeking something unique and custom-made, creating a 100% tailor-made product incorporating increasingly advanced materials in great demand today, such as titanium. “Hence the idea of introducing the concept of tailoring in eyewear for the first time,” says House Brand Marketing Manager Barbara De Rigo. “Design has evolved and been perfected over the years, and we have managed to speed everything up, to make it easier for customers and opticians to choose and purchase eyewear.”
ZILO TITANIUM: A COLLECTIBLE ICON OF STYLE
Lozza marks its 140th birthday with a special Limited EditionZilo Titanium frame, an iconic style created by the brand in the ’40s which sold millions and won a fashion award in the ‘60s, and has not gone out of fashion yet! The exclusive Zilo Titanium, available in 140 numbered items in each of the two colours, gold and silver, recalls the classic lines of the style, offering the vision quality of polarised “Barberini” crystal lenses.