New MINI Eyewear Collection to Bow from Eschenbach and Tura Eyewear This Fall


NEW YORK—MINI, the iconic auto brand of the BMW Group, has a new license with Eschenbach Optik and, in cooperation with MINI, Tura Eyewear will be launching its own MINI eyewear and sunwear collection this fall. An announcement noted that 60 years have passed since the first classic Mini was presented to the public in 1959. "The zippy little runabout quickly developed into a cult car. The MINI brand has remained true to its roots and to this day stands for incomparable design, creativity and well thought out details," it said. MINI Eyewear is a "lifestyle brand which also focuses on the essentials, an iconic design combined with high quality materials. The eyewear is designed with an urban feel."

The collection, comprising frames and sunglasses with 25 models, was developed over a period of 18 months. Expressive shapes will be paired with an exciting range of colors, ranging from a monochromatic color palette to classic Havana acetates. There will be driving shields and clip-ons as well, the announcement said.

Tura will launch the collection in September 2019 in the U.S. and Canada. It will include 19 optical designs and six sunglasses.

MINI belongs to the BMW Group. With its BMW, MINI, Rolls-Royce and BMW Motorrad brands, the company is the world's leading premium manufacturer of automobiles and motorcycles and provides premium financial and mobility services.