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Maui Jim

Ho’okipa Ultra: See the world like never before

The Hawaiian eyewear brand Maui Jim has reimagined its classic Ho’okipa — introducing the Ho’okipa Ultra. This new model offers a radically enhanced view of the world, the way it’s meant to be seen — not artificial, but ultra-real.

  • Text
    Verena Stuhlinger
  • Fotos
    Maui Jim

Maui Jim unveils its campaign for the new Ho’okipa Ultra sunglasses: a tribute to innovation, authenticity, and a radically enhanced view of the real world. While the campaign may evoke hints of Ex Machina or The Matrix, its message is crystal clear: In a world full of filters and simulations, the future isn’t virtual — it’s ultra real.

The sunglasses feature brand-new Ultra lenses — ultra-light, ultra-strong, and powered by PolarizedPlus2® technology — delivering sharper vision, richer colors, and absolute clarity.

By the way, “Ho’okipa” means “hospitality.” Stretching that idea a little, we’d call these sunglasses the perfect everyday companion. With their ultra-light lenses and vivid color resolution, they’re ideal for all kinds of outdoor activities — whether sunbathing, surfing in Hawaii, or even motorsports.

Speaking of which: Maui Jim is the official eyewear partner of the multi-time world champion team Oracle Red Bull Racing — and will be equipping them with sunglasses throughout the 2025 Formula 1 season.

The sunglasses from the new collection are available in Neutral Grey, Blue Hawaii, and MAUIGreen® — priced at €235.00.

→ mauijim.com

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