Brand Story

Italian Choice was born from a realization, something was missing in the eyewear industry. Too many sunglasses focused only on looks, ignoring the one thing that truly matters: the Perfect Fit. Customers were forced to choose between style and comfort, often settling for a pair that looked good but didn’t feel right.

We wanted to change that. We traveled the world, visiting eyewear stores, observing customer behavior, and studying the gaps in the market. Everywhere we went, we saw the same hesitation: people picking up sunglasses, trying them on, and wondering: do they actually fit? If they didn’t, they either put them back or reluctantly purchased something that wasn’t quite right.

That’s when the concept of perfect fit was born. Why should anyone have to settle? We set out to design sunglasses that adapt to every face shape and every sport, ensuring an effortless fit from the start. No compromises. No second-guessing.

Designed and crafted in Italy, Italian Choice isn’t just another sunglasses brand. It’s a revolution in fit, function, and performance.

From the beginning, our goal was clear: Tailored. Style. Passion. Every pair of Italian Choice sunglasses is designed to adapt effortlessly to individual styles and needs, crafted in detail to deliver a seamless experience, wherever your journey takes you.

For over 36 months, Italian Choice sunglasses have undergone rigorous testing across all six continents, proving their reliability in some of the world’s most extreme environments. From freezing temperatures of -45°C to scorching highs of +50°C, and at speeds of up to 100 km/h, they excel in any condition, whether at sea level or high altitudes.

Our frames feature thoughtful innovations like the Premium Performance Retainer, which allows sunglasses to float upright in water and remain visible even in low-light conditions.

Our designs have gone through rigorous testing such as extensive wind tunnel testing, with frames shaped to minimize wind noise and vibrations at speeds of up to 100 km/h.

As the eyewear market grew saturated, we realized that many renowned brands were cutting corners on quality, relying on their flashy names to justify their high price tags. The need for Italian Choice sunglasses became clearer: bring the focus back on what was lost—performance, comfort, and style.

We knew we had something special: eyewear that wasn’t just about looks, but about functionality, durability, and personalization. Unlike most brands that stop at eyewear, Italian Choice sunglasses delivers an all-in-one solution, equipping customers with everything they need to maintain and protect their glasses.

All of our premium sunglasses are sold as a complete kit that includes: a performance retainer, a filled lens cleaner spray bottle, a cleaning cloth, a convenient protective pouch, a polarized test card and a protective case. These accessories ensure that every pair of Italian Choice sunglasses remains in peak condition, providing a complete experience of performance and longevity.

We launched in Dubai, focusing on the local need for high-performance sunglasses that could withstand the heat and reflect our athletes’ fast-paced, fashion-forward lifestyle. The UAE’s intense sunlight and vibrant culture provided the perfect backdrop to showcase our eyewear. This success laid the foundation for our expansion into the GCC region, including Saudi Arabia, Qatar, and Oman. Having deep roots in Italian heritage is synonymous of craftmanship, design, and sporting excellence, allowing us to blend cutting edge performance with the timeless elegance of Italian style.
Our further expansion will further strengthen our commitment to delivering world-class sunglasses to athletes and
outdoor enthusiasts who demand both functionality and sophistication.

Today, Italian Choice is more than just a brand, it’s a philosophy. It’s the belief that true performance comes from craftsmanship, that style is more than just appearance, and that passion fuels everything we do.

You, our customers, are at the heart of Italian Choice: athletes, adventurers, dreamers, and go-getters who push boundaries and live life boldly. We are here to support you, empowering you to perform at your best while feeling confident, inspired, and perfectly equippedd for whatever challenge lies ahead.