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Persol has been defining luxury eyewear since 1917. Originally designed for pilots and race car drivers, the Italian brand was built around performance, protection, and timeless style. According to Wesley Wu, Director of Marketing for EssilorLuxottica Luxury Brands, the name Persol translates to “for the sun,” reflecting the brand’s commitment to sunwear from the very beginning. Over more than 100 years, Persol has remained committed to handcrafted quality while continuing to innovate. Signature features such as the iconic Supreme Arrow and the patented flexible temple system have become hallmarks recognized around the world. Every frame is handmade in Italy by artisans whose craftsmanship has been refined through generations, creating a level of quality that consumers immediately notice.
Topics Covered:
Creating Emotional Connections Through Storytelling
For Wesley Wu, eyewear goes far beyond function. He believes frames are an extension of personal identity and self-expression. Persol’s connection to actors, directors, and creative communities stems from shared values of authenticity and craftsmanship. Wu emphasized that luxury eyewear is emotional, not just rational. Consumers may appreciate the fit and quality, but they ultimately connect with how a frame makes them feel. The instantly recognizable Supreme Arrow creates what he described as an “if you know, you know” sense of community and pride among wearers. This emotional connection is why storytelling matters. Beyond describing features, eye care professionals can help patients understand the heritage, artistry, and personality behind the brand, transforming eyewear into something much more meaningful. Persol.docx
Preserving Heritage While Building the Future
Although Persol enjoys iconic status in Italy, Wu shared that one of the brand’s priorities is expanding awareness in the United States through authentic cultural connections. Cinema remains one of the brand’s strongest passion points, inspiring partnerships such as Persol’s sponsorship of Brooklyn Bridge Park’s “Movies With A View” summer series. Looking ahead, Persol plans to continue pushing innovation while maintaining its heritage. Future collaborations, evolving styles, and new storytelling opportunities will help introduce new generations to the brand. Through it all, the mission remains unchanged: create memorable experiences and products that make people fall in love with Persol long before they ever walk into an optical practice
