Once a defining name in post‑war French eyewear, Max Pittion has reemerged from the archives with a revival as elegant as it is deliberate. Spearheaded by Tommy O’Gara of The Light Co. and Bernard Pittion—Max Pittion’s own son—the relaunch reasserts the brand’s legacy while reframing it for a contemporary audience.
A Legacy of Craft and Character
Founded in Oyonnax in the 1940s, Max Pittion evolved from a family comb-making workshop into a Parisian eyewear icon. The founder’s groundbreaking use of celluloid and visionary designs led to collaborations with fashion houses like Lanvin and Azzaro—and even the establishment of SILMO, the world’s premier eyewear fair . The brand’s bold, handcrafted frames, epitomized by cult classics like the Politician and Polaris, enjoyed prominence through the 1960s and ’70s .
Yet, as Japanese manufacturing rose in the ’70s, the brand faded into dormancy—a well-regarded story awaiting revival.
The Art of the Relaunch
In March 2023, the narrative resumed under new stewardship. Guided by O’Gara and Bernard, the brand reentered the scene with meticulous purpose. The relaunch featured four iconic, gender-agnostic frames—the Politician, Wellington, Crown Panto, and Panto—each available in limited editions of just 50–100 pieces and offered in both optical and sunglass formats .
The craftsmanship remains firmly rooted in tradition: each piece is handcrafted in small quantities, melding French design heritage with Japanese execution .
Cultural Resonance & Distribution
The relaunch was not merely aesthetic but symbolic—a restoration of a legacy. A strategic rollout included a launch campaign photographed by Moses Berkson and featured personalities such as director Aaron Rose and musician Izzy Glaudini . Selective distribution followed, with key retail partners like Dan Deutsch Optical Outlook in Los Angeles carrying the initial releases.
Why It Matters
- Authentic Heritage This is not a retro iteration—it’s a resurrection. The revival honors the founder’s original vision, using designs, materials, and techniques deeply embedded in the brand’s DNA.
- Curated Scarcity Limited runs create cultural cachet, positioning Max Pittion at the intersection of exclusivity and collectible design.
- Creative Stewardship Bernard’s familial ties and O’Gara’s design acumen ensure that the brand’s rebirth is rooted in fidelity—not opportunistic branding.
- Cinematic Storytelling The relaunch campaign transforms eyewear into characters—giving depth, narrative, and personality to each design.
Conclusion
Max Pittion’s relaunch in 2023 is a study in heritage reinvigoration. It transcends mere nostalgia and instead channels its founder’s bold spirit into the present. It is eyewear as legacy, crafted for discerning taste—not broadcasted to the masses, but worn by those who understand its story.
