One of the outstanding news about last week’s MIDO, the global eyewear platform dedicated to one of the highest intensity licensing markets (five global companies manage the license agreements for 90 fashion brands), is that New Guards Group is following the steps of Kering and LVMH in setting up its vertical eyewear division.

Off-White, Marcelo Burlon County of Milan, Palm Angels and Ambush are the first brands of the group launching internal developed eyewear ranges, but the other brands Alanui, Heron Preston and Opening Ceremony will follow.

As per the same business model of Kering Eyewear and Thelios, the company managing the eyewear business of LVMH, all the process is controlled now by the company. Not only style and design are developed in house, granting more creative consistency with the fashion brands, but also the distribution, digital and physical, goes under the master company, instead of external licensees.

Being part of Farfetch group surely helps New Guard Group in the digital distribution, but this move is so strategical to the company, as declared by Davide De Giglio, CEO and founder, who strongly believe in the great potential of the eyewear market and will invest furtherly in it in the next seasons.