SNOB MILANO | MIDO COLLECTION PREVIEW:
TITANIUM AS THE DEFINITIVE CHOICE
SNOB Milano completes a key milestone in its journey, one that will come fully into focus at MIDO: the complete transition to titanium for all metal frames in the collection. A clear, uncompromising decision that marks a definitive break with traditional metals and sees the brand now offering exclusively titanium metal frames.
This is not an abrupt change of direction, but the result of a carefully considered evolution, driven by close listening to the market and a growing focus on reliable, durable and technically robust products, capable of supporting high-value progressive lenses. Following an initial trial launched in 2024 and met with extremely positive feedback, SNOB Milano has chosen to carry this evolution through to its conclusion, turning it into a structural decision.
“Titanium was not a stylistic choice, but one of design responsibility. We decided to move forward decisively, completing the transition even at the cost of giving up models that were still commercially viable. It is a clear statement of our approach: prioritising long-term quality and user experience over immediate results,” comments Tommaso Bossetti, designer, co-founder and brand strategist.
The collection to be presented at MIDO reflects this philosophy in both scale and structure: three new titanium models will sit alongside six new acetate designs. A deliberately measured choice that confirms a recognisable, understated aesthetic, faithful to the SNOB Milano language, yet profoundly renewed in substance through the use of advanced materials and technical solutions.
Emblematic of this journey is the Ravizza model, the last to be converted to titanium. From a formal perspective—particularly in the version with the sun shield—the design remains almost unchanged; what changes is the material and, with it, the product’s meaning. It is no coincidence that the model takes on a new identity and a new name: Wagner. A symbolic transition that illustrates how, for SNOB Milano, evolution is never merely aesthetic, but first and foremost design-driven.
With this move, the brand’s titanium collection now comprises 21 models, all offered at a retail price of €300. Titanium thus becomes a structural element of the SNOB Milano DNA, chosen for its intrinsic qualities: extreme lightness, corrosion resistance, long-term durability and total biocompatibility.
Further defining the collection’s identity is the magnetic clip-on system, developed in collaboration with ZEISS Sunlens—a distinctive brand signature and a synthesis of functional modularity and optical excellence. Fronts milled from a solid block and screwless hinge constructions complete a project conceived to last, where technical precision and formal clarity move in the same direction.
With this preview, SNOB Milano approaches MIDO with a clear and coherent vision: titanium is no longer one option among many, but a definitive choice. A material that becomes language, structure and a promise of enduring quality.
