Friday night on New York City’s westside amidst the industrial landscape notable to the Chelsea neighborhood, a little piece of paradise was carved out for Maui Jim’s latest collection release. In collaboration with NYC it boy Evan Mock, the brand celebrated its first collection designed and produced by parent company Kering Eyewear. The Ekahi collection attests to an evolution of the Maui Jim aesthetic, encapsulating fashion-forward yet sporty and cool designs.

Contrary to the chilly wind outside, guests were greeted with a warm tropical glow, quickly setting the tone for the evening’s celebrations. The space, adorned by lush setups of Hawaiian flora and fauna, sunglasses, surfboards, and faux sand bars, encouraged guests to relax and stay for a while. The night began with the sounds of the host himself at the DJ booth, as bartenders underneath cabanas served libations to guests as they mingled and mustered up the courage to try out the event’s interactive experience. The experience welcomed and challenged attendees to try the new PolarizedPlus 2 technology in the true BlueCrushfashion, which included a surfboard simulator. Polarized video screens displayed an 80s-esque video game simulation that could only be seen by daring participants wearing the collection’s eyewear. While some guests attempted their best hang 10, the rest enjoyed the blended sounds of disco, pop, and funk. As the evening’s host chacha lined through the crowd, DJ Hank Korson took over the booth sampling iconic 70s classics mixed with dashes of Daft Punk reminiscent beats. 

Welcoming a mix of fashion crowd favorites, loyal customers of the brands, niche influencers, and industry professionals, the brand cultivated a bona fide ‘Ohana celebration.

The collection will soon be available at select Maui Jim authorized retailers worldwide.

All Photo Credits: BFA // Rommel Demano