Swedish eyewear CHIMI, a global celebrity favorite, lands in SA
Intersecting understated Scandinavian style with iconic silhouettes, cult Swedish eyewear brand CHIMI
makes its long-awaited debut in South Africa this spring. The launch is perfectly timed for the shimmering
days and bright nights of the season, meeting the need for considered, convention-defying, and highly
protective unisex eyewear that makes a statement, from beach club to dance floor.
Founded in Stockholm in 2016, where its covetable eyewear collections are designed, CHIMI has gained a
following among celebrities-in-the-know and style makers with its refined aesthetic and clean silhouettes.
From modern takes on timeless classics to graphic styles, the brand’s sunglasses have been worn by Hailey
Bieber and Abel ‘The Weeknd’ Tesfaye, and are regularly spotted on Kendall Jenner, Rita Ora and Billie Eilish
to Alicia Keys and Beyoncé.
Led by creative director Charlie Lindström and CEO Daniel Djurdjevic, the designs have been
conceptualized for the fearlessly creative, active, and progressively fashion-forward consumer, for both an
urban and an adventure-fueled outdoor lifestyle. Cue desirable high-performance styles for skiing and
running, which stand their ground on the chicest shopping streets from the Swedish capital to Milan. The
brand has collaborated with Maison Kitsuné for an edibly colourful collection, and more recently with luxe
carmaker Koeingsegg for its limited-edition Forca-G high-velocity titanium aviator. The Forca G Collection
also contained a premium racer jacket made out of 60% metal. It’s this spirit of ‘futuristic simplicity’ that
subtly infuses all CHIMI’s ranges, from audaciously unconventional to contemporary styles.
CHIMI’s Core collection features 11 signature silhouettes to cater to an array of tastes, each sporting strong
sculptural lines, elegant curvature, and beveled temples. In the Scandinavian tradition of minimalism, these
classic shapes have been reinterpreted through a hyper-modern lens. Striking architectural statements are
made in the rectangular 04 and squarely structural 05 styles, while the rounded 01 and vintage-inspired
oval 03 are enduring classics. The ultra cool cat-eye of the 06 with its squared-off wings is in hot contest for
high drama with the bold oversized 08, while the 11 cuts a striking figure with its androgynous wayfarer-
style.
Lightweight and durable, the Core styles are handcrafted in premium Italian acetate from heritage
producer Mazzucchelli. Each is available in a choice of directional hues for every season, from pared-back
ecru to earthy green and brown, deep tortoiseshell, pale or dark grey, to classic black. New seasonal colours
like light yellow and orange add warmth for sun-drenched appeal.
Every aspect of the brand lives up to its Scandi-cool vibe, whether the minimalist purity of CHIMI’s Campus
Architects-designed flagship store in Stockholm’s Kungsgatan, its newly opened outlet in Paris, its collab
with avant-garde French boutique Tom Greyhound, or the monochromatic bodycon allure of CHIMI’s first
ready-to-wear apparel launched this past January. The cult brand has made its way to South Africa and
aligned with the country’s appetite for high-style eyewear with niche appeal.
All CHIMI's sunglasses have 100% UVA and UVB protection, anti-scratch, anti-shatter and distortion-free
features.
The CHIMI Core collection is available at CHIMI-online.com/za with an RSP of R3,699.00.
