A History of Empowered Design
With an eye for stylized design, Sportmax sunglasses make a bold statement.
Sportmax celebrates a family’s love for craft with its innovative styles. Founded by Achille Maramotti in 1969, the label was one of the first diffusion lines of the Reggio Emilia fashion house, MaxMara. Born into a family of designers, Maramotti was inspired by the sartorial style and feminine elegance of his great-grandmother Marina Rinaldi. Rinaldi, who had her own atelier in 1850, would also later inspire the name of one of her great-grandson’s brands.
From its first runway shows in the 70s, the brand became known for its fresh takes on contemporary silhouettes. Chronicled through the years, the house’s style is one of evolution, from pattern experimentation in the 80s, grunge looks of the 90s to the innovation of fashion technology in the 00s. In the fifty years since its conception, Sportmax has since established itself as a defining voice for a younger generation.
Strong frames make statement looks. Since 2019, Sportmax eyewear collections have been made in collaboration with the Italian manufacturer Marcolin. This has been a promising venture, with each pair each promising a unified blend of Italian craftsmanship with the brand’s own high-fashion approach.
Fans of playing with bold colors and shapes, the brand blends their unique heritage with a love for confident design and flair for on-trend styles. Eyewear models evoke the house’s creative DNA, ‘Free-standing, Energy and Edgy’, three words of which are showcased in the glasses’ symmetrical precision and avant-garde details. Crafted in combinations of acetate and metal, these shades radiate a futuristic aesthetic for a stand-out look.