Born from the sun-soaked shores of Maui, Hawaii, Maui Jim has established itself as a premier eyewear innovator, celebrated for their groundbreaking PolarizedPlus2 lens technology. This sophisticated system merges advanced polarization, comprehensive UV defense, and multi-layered colour amplification to eliminate glare, block damaging rays, and reveal vivid detail in every view.
Building on the enduring success of their Ho’okipa collection, Maui Jim now presents the Ho’okipa Ultra series—engineered specifically for outdoor athletes and adventure seekers. At the heart of this new lineup lies the revolutionary Maui ULTRA lens, debuting in 2025 with unmistakable athletic DNA. Italian-crafted precision meets cutting-edge materials science in these remarkably durable yet featherweight lenses, delivering the brand’s highest impact resistance alongside brilliant, lifelike colour reproduction for enhanced outdoor performance.
The Ho’okipa Ultra’s marketing campaign presents a compelling visual narrative exploring our relationship with technology. While humans lose themselves in glowing screens and digital worlds, an AI figure dons the Ho’okipa Ultra to experience authentic human moments—a striking reversal that champions “super reality” over virtual existence, questioning where true experience lies in our tech-saturated age.
The design philosophy embraces refined minimalism through a sleek rimless construction. A continuous metal bridge seamlessly connects nose to temples, creating exceptional structural integrity. The temple arms feature flowing horizontal curves that pulse with contemporary energy, while the overhead Maui Jim branding adds subtle recognition. Thoughtful details emerge in the adjustable nose pads and temple tips, both featuring the brand’s signature wave motif—a quiet homage to the pristine beaches that inspired the company’s vision.