*CONTEST DETAILS + WINNERS (07/15) BELOW
All you really need to know about RETROSUPERFUTURE, otherwise known as SUPER, is that they are handmade in Italy, come with Zeiss lenses and are affordable. Starting with a classic wayfarer shape and putting their own spin and colors on them, SUPER has emerged as a savior of acetate sunglasses and the first to create a complete range of colorful fashion sunglasses by combining these characteristics with a high quality manufacturing process. Started by PIG Magazine founding brothers, Daniel and Simon Beckerman, they used their love for Italian haute-couture and flea markets as inspiration to create “fun eyewear” for themselves in their friends. Since then, in 2 very short years, SUPER is now available in 350 stores worldwide and has since done collaborations with Caliroots, Barneys NY, Alife, and seen on several people around town.
We caught up with Daniel Beckerman to find out why the future for SUPER is yet to come.
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LH: So, let’s get right to it, first things first, why the name SUPER?
Daniel Beckerman: Well we thought Retrosuperfuture was a great name for the company and Super the perfect declination for the brand. It came just natural when we were thinking about our sunglasses.
LH: Tell us about Pig magazine and Pig radio.
DB: Pig is a project born 8 years ago and includes a magazine a web radio and a website. It’s mainly about focusing on the people behind brands or bands that, in our opinion, are working with that “something more” that creates the trends usually followed by the more known ones.
LH: SUPER has achieved incredible success worldwide in only two years since starting in 2007, what was the inspiration for starting it back then?
DB: No one was doing, in our opinion, exciting sunglasses. At the time we were looking into color full shades and the only places we were finding some was at flee markets. But let’s say it all, after having them for more than half an hour under the sun you get headaches. Now that we produce shades I realized that people (I was in first position on this), underestimate the fact that sunglasses are a medical equipment for some reason, and this is because they protects your eyes, wearing anything crap is worse than wearing nothing. Put all this together and the fact that Italy is the best place were to produce sunglasses. We just went for it.
LH: SUPER is one of the last few remaining brands that are affordable and successful while still being handmade in Italy, has this always been the plan?
DB: Yes. From the beginning our goal was: “the best quality product at the more reasonable price”. Something that we have manage to achieve for most of the world. For the US market we would have liked to do even better in terms of pricing but due to the very bad change rate and fluctuation 114USD starting price is the best we can do. Still very good and affordable if you consider that sunglasses of well known luxury brands are many times of less manufacture quality and go from 250USD up.
LH: Can you tell us about any other upcoming collaborations for 2009?
DB: We are working again with the brands we have worked before and talking with some others very exciting ones that I prefer not to say right know. What can I say is that we are looking at the West side of the world right know.
LH: When are we going to see SUPER branching out into other products?
DB: We are very excited to see that our taste had met the one of so many other different people and actually there are a couple of other segments that we think has some work to do with Super spirit and approach. Let’s see what happens, but right know we are very focused on consolidating what done till now with the sunglasses.
LH: We know it’s like asking to pick your favorite child, but do you have a favorite style?
DB: It changes every week. Wright know I am wearing a sample of a black Top Ski that is Flat Top silhouette with leather inserts from our new collection yet to be release.
LH: What are some of the brands you wear?
DB: Actually I am not really the write person to ask if you want cutting edge answers as I usually don’t fall in love for the brand itself. Know I am wearing Nike, Pharmacy Jeans, PIG t-shirt and H&M hat, April 77 Jacket.
LH: What does Simon bring to the dynamic?
DB: Simon is a genius mind, very often, when we are stuck in chasing our tails in a meeting he comes out with the simplest and best solution, the kind of idea that makes you thing on how we did not thought it in the first place. And many other things.
LH: What’s the best thing about being Daniel Beckerman? The worst part?
DB: Well the best thing of being me is to have Caterina, my girlfriend, and my 1 year daughter Bianca. The worst part is that I don’t have the chance to spend much time with them.
LH: Name your favorite city and hotel:
DB: I more or less, like every city I visit, they just have different things to give, same things for the hotels even though for the last I usually prefer the ones that likes to be distinguish for a particular characteristic like the Chelsea Hotel in New york or the Villa Royal in Paris.
LH: If somebody had 24 hours to spend in Milan, what should they do?
DB: Going to see the art Milan has to offer, leaving the parties and clubs to other cities. From the Duomo to the Cenacolo were the Last Supper of da Vinci is or la Pinacoteca di Brera and many other things.
/////CONTEST/////
The kind folks at SUPER want to hook you up with a pair of sunglasses (3 in total).
Two ways to win:
1) ON TWITTER: COPY & PASTE THIS INTO YOUR STATUS
RT @LimitedHype: THE NEW LIMITEDHYPE http://limitedhype.com/ RETWEET TO WIN SUPER SUNGLASSES
2) ON FACEBOOK:
Add us to Facebook and leave a comment on the Wall.
Or do both and double your chances.
We’ll pick three winners at random at 12 PM EDT Wednesday, July 15th.
/////WINNERS/////
Gregg Shanefelt, PA (via Twitter)
Rudy Nie, CA (via Facebook)
Cameron Johnson (via Facebook)
THANKS TO THE EVERYBODY FOR THE OVERWHELMING RESPONSE.
WE HAVE ANOTHER CONTEST STARTING UP SHORTLY – STAY TUNED.
Julian says: 
Alez 
Tony 
kp3 
SEAN 
