Brand
OUR ROOTS
CHARLIE MAX is a brand with a strong personality and identity, made for people who love to give free expression to their way of being, who want to stand out from the crowd and not conform to the normal run of things.
The spirit of CHARLIE MAX is just that, the same as the people who wear the brand. To feel free to experiment and innovate, not to follow a path already marked out, but to chart your own.
Hence the will to take chances and strongly believe in your own values and identity, in a concept of experimentation and contemporaneity.
PILLARS
Icons and Avantgarde are the two pillars that animate CHARLIE MAX.
These two souls merge and coexist, representing the brand’s essence in every aspect. Every new product idea that is developed, every new project that is launched, the research into processes, and the selection of colors originate and grow from the drive and tension between these two forces.
Icons and Avantgarde create a direct link between the past, present, and future, where the CHARLIE MAX glasses aim to enhance the personality and the way of being of those who wear them.
ICONS
The icons soul in CHARLIE MAX is based on the rearch, design, and presentation of iconic shapes according to the identity, way of thinking, and stylistic criteria that characterize the brand.
It is a direct connection between the past and present, with a strong push towards research and experimentation.
The identity of CHARLIE MAX is expressed through unique combinations in the colors used, the meticulous study of geometries, and the care for every minute detail. The icons soul encompasses the values that animate the brand and aims to enhance the personality of those who wear a CHARLIE MAX pair of glasses to the fullest.
AVANTGARDE
The Avantgarde soul represents the second pillar upon which CHARLIE MAX is founded.
Through this philosophy, we aim to pursue innovation and stylistic experimentation, as well as the willingness to dare in shapes, colors, and processes without compromising in a tension between the present and the future. The avantgarde soul emerges from the desire to experiment, dare, seek, and always propose something new and contemporary with a projected vision towards the future.