Swedish eyewear brand CHIMI launches in India

CHIMI, a cult Swedish eyewear brand intersecting Scandinavian style with iconic silhouettes has announced its launch in India.

CHIMI was founded in Stockholm in 2016 on the idea of creating eyewear, ready-to-wear and accessories engineered for a fearless lifestyle. To inspire the wearer to capture every aspect of modern active life, the products are imagined through the eye of futuristic simplicity, wearability and aesthetical longevity.

The brand’s commitment to following intuition and passion perfectly complements the diverse and vibrant culture of India. Discerning individuals can experience eyewear that champions the values of individualism, fearlessness, and curiosity. By seamlessly blending style and substance, CHIMI is ready to set a new standard for the eyewear landscape in the country.

The brand’s sunglasses have been worn by Hailey Bieber and Abel ‘The Weeknd’ Tesfaye, and are regularly spotted on Kendall Jenner, Rita Ora and Billie Eilish to Alicia Keys and Beyoncé. The brand is aligned with India’s appetite for high-style eyewear with niche appeal.

Charlie Lindström, Co-founder, CHIMI said, “Launching in India is a thrilling chapter in our global journey. It’s incredibly exciting to witness our designs, inspired by Scandinavian minimalism and futuristic aesthetics, transcend geographical constraints. India, with its rich tapestry of culture and vibrant diversity serves as the perfect canvas for our multifaceted catalogue.”

Magnus Toveberg, Director, BRDG Group said, “We are thrilled to launch CHIMI, a cult Swedish eyewear brand in the vibrant Indian market. We are delighted to pave the way for CHIMI’s arrival, offering India a taste of Scandinavian style and innovation.”

“As a channel partner, we are committed to elevating consumer experiences and introducing a global celebrity favourite brand like CHIMI in India aligns perfectly with our ethos. We are optimistic about the brand creating an eponymous identity with the fearless set and looking forward to introducing many more such iconic brands in this market”, he added.

CHIMI’s Core collection features 11 signature silhouettes to cater to an array of tastes, each sporting strong sculptural lines, elegant curvature, and beveled temples. In the Scandinavian tradition of minimalism, these classic shapes have been reinterpreted through a hyper-modern lens.

Striking architectural statements are made in the rectangular 04 and squarely structural 05 styles, while the rounded 01 and vintage-inspired oval 03 are enduring classics. 06, the cool cat-eye, with its squared-off wings is in hot contest for high drama with the bold oversized 08, while the 11 cuts striking figures with its androgynous wayfarer-style.

Every aspect of the brand lives up to its Scandi-cool vibe, whether the minimalist purity of CHIMI’s Architects-designed flagship store in Stockholm’s Kungsgatan, its newly opened store in Paris, its collab with avant-garde French boutique Tom Greyhound, or the monochromatic bodycon allure of CHIMI’s first ready-to-wear apparel launched this past January.