As some of my regular readers will know, I have 3 weaknesses in life.. first; has to be outerwear, second; of course shoes and last but most importantly.. Sunglasses and on the later subject please may I introduce you all to a brand that I stumbled across on Instagram and am currently obsessed with!!!
Neo-Ne is a project
which was founded in 2012 by Hong Kong-based Leo Li. Born out of a major
interest in the concept of vision, Neo-Ne explores the world of visuality via
two different ways: spectacles and photography. After being drawn in by just that I caught up with him to find out more about the brand...
Why did you decide to
get into the world of eyewear?
I have been working in
design industry for years before I start up the brand and was mainly focus on
graphic and photography. But I am always interested in product design, it is
probably influenced by my father. I love the sophisticated structure and
magical visual effect the eyewear have. After a year of preparation and
research, I decided to fully dedicate to eyewear and team up with my best team
to establish the brand Neo-Ne.
What is your latest
collection inspired by?
The latest models we
have are Argos (below pictured) & Heliar (FW15). They are actually an extension of the concept
in SS15 (Fong and Torii) which inspired by architecture and mythology. In 2015,
we tried to design eyewear as a temple. People say "eyes as the
window to the soul", then we think eyewear could be the temple for these
windows. We use thick marble acetate, geometric pattern metal for Torii and
Fong to create elegant and dignified look, while we use arch structure with
details and metal / acetate combination to give a tough side of the soul. We
try to present the beauty of temple and mythical metaphor in the latest
collection.
You have such cool
photography as a brand, which comes across beautifully on Instagram. Tell me more about
these shoots and also how important do you think social media is
to start up brands?
We love to work with
different creative party and we think it will connect us to more amazing thing.
Last year we work with two different photographers in US and have some awesome
people to modelling for us. They do give new angle of Neo-Ne and they bring a
lots of energy to our team. And more cross over projects are coming this year
and we enjoy it very much.
We are actually a late
comer for Instagram. We started the official IG one year ago, but it already
turns to be a very important media for us to direct communicate with our
audience. We found it super important to directly communicate with customer
nowadays. It is very different with the mass media channel in old day, niche
and direct media is the key for success today. But it is still a profound
lesson to us.
Best advice anyone has
ever given you?
The best advice is
from my father, my forever mentor S.H.Li,
"never give up on details." And he doesn't only advice me, he shows
me.
What has been your best
moment since starting up the brand?
Every time when I have
the new design on my hands is the best moment. It always tells me that it's gonna
be a new chapter for Neo-Ne.
Five items you can't
live without?
I need Books to
inspire me, Camera to keep me sensitive, Eyewear to motivate me, Plants to
cheers me up and a pair of comfortable sneaker to keep me walk around.
great! perfect sunnies)
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