The company was founded in 2008 as a holding to give a more rational structure to the eyewear, design and communication businesses owned by Lapo Elkann, the other founding shareholders and the Groupâ€™s Top Management.
Italia Independent is one of the most important brands in the eyewear market. Its philosophy is reflected in its name because Italia Independent is a brand which is full of creativity and style.
One of the most famous campaigns by the italian brand was the video 'Be Independent. Everywhere'. Italia Independent lands in the planet's largest country focusing on Moscow and St. Peterburg. The video features products from the world of I-I. Directed by Freaks, it's a part of the communication strategy developed by Independent Ideas and Italia Independent.
In 2011, Jacopo Morini reinvented famous figures from the past by putting Italia Independent glasses on them. Morini chose such historical icons as Gandhi, Martin Luther King, Monna Lisa or Napoleon.
In 2012, Italia Independent presented a revolutionary eyewear product: the first glasses that can change its colour when are exposed to temperatures exceeding 30ÂºC. They are called I-Thermics and this effect is created through the manual addition of a coloured enzyme which reacts by becoming transparent and letting through only the base coloration or texture.
Also, Italia Independent presented the I-V Rock, the first glasses in the world to have a velvet-effect frame front with hand-applied stubs and black acetate arms, that were presented for the Christmas holiday season.