Maui Jim Surfs High with Elua Sunglass Collection

Summer never ends in Hawaii. As winter rolls on, Maui Jim turns up the heat with a brand-new sunglass collection. Shaping premium materials into sleek, ultralight designs, bringing the frames to life with vibrant, beach-ready colors, and focusing on advanced lens technology heavier than ever, the eyewear legends from paradise present a wave of fresh styles for Winter 2025 and beyond. Fetch your gear—we're diving right into the tropical brilliance of Elua!

Just like their designs, the names in Maui Jim's sunglass lineup have exotic Hawaiian roots. In the brand's native tongue, 'Elua' means 'two,' standing for harmony, unity, and wholeness. Synching cutting-edge techniques with the island's deep, ancient voice, the latest collection is a hymn to the laid-back, careless flow of coastal life where the sun shines on no matter what and every day promises a new adventure. Offering the lightest ease of wear, full-angle protection from all things glaring, splashing, and blowing in your face, and undistorted, true-color vision as sharp as your surfboard's edge, the new Maui Jim sunglasses let you take in the full beauty of sunlit scenery without missing a moment of seaside fun. Seamlessly stylish and flawlessly functional, gripping anchor-tight yet hugging softly, vibrant and bubbly as summer itself, these shades are ready to unlock the splendor of the season for your newly equipped eyes.

A trip to Hawaii means all sorts of hiking, boating, and water sports. When you’re chasing waves or cutting through the wind, Maui Jim’s new wraparound designs are a must-have on a reckless nose. The Kanaio Coast and Keha styles are prime examples, each crafted to cater to the needs of those who thrive in the great, salty outdoors. 

The Keha, on the other hand, elevates Maui Jim's wraparound concept with a slightly more aggressive, angular frame design. It's the go-to for high-performance needs, engineered to reduce wind drag and increase stability during fast-moving activities like paragliding, sailing, or hiking up a mountain. The full-wrap structure keeps your eyes shielded from the sun, wind, and sea spray, giving you an uncompromising view of the world ahead—high-definition, genuine, and bursting with color. 

Both models are built for endurance and comfort, featuring a durable acetate construction that resists saltwater corrosion and sweat, ideal for jamming by the surf from dawn till sunset. The design, light as a midday breeze, won’t weigh you down, while the skintight hug ensures they stay firmly in place, no matter how much you’re moving. Giving you protection and focus, the Kanaio Coast and the Keha allow you to stay in the moment and perform at your best, Maui Jim style.

Next, Maui Jim's Elua collection has a bunch of more urbane and chill styles to serve up, with the metal aviators Hau’Oli and Na’auao leading the way. These two are perfect for those long, leisurely beach strolls, sipping cocktails at an open-air bar, or cruising through the city in search of another sight to take a selfie with. Built from stainless steel with an anticorrosive coating, the frames bask you in lightweight comfort and an irresistible, timeless charm, standing out with their bright lens tints and that sleek, polished sheen. In a touch of marine-inspired whimsy, the temple tips are shaped and detailed like actual fish fins, albeit very tiny and filigree ones, disrupting neither the smooth flow of the frames nor their retro-cool elegance. 

• 100% UV Protection: Complete protection against harmful ultraviolet rays is built into every pair of Maui Jim sunglasses, so you can enjoy your outdoor thrill without worrying about eye damage. The brand's advanced UV filtering technology blocks up to 99% of UVA and UVB radiation, providing full protection from both short waves that can burn your retina, causing redness or dryness, and long waves that contribute to long-term eye damage, such as cataracts and macular degeneration.
  
  
• PolarizedPlus2 Lenses: Maui Jim's PolarizedPlus2 technology goes beyond standard polarization by reducing glare and enhancing contrast. The lenses patented by the brand eliminate reflected light, which can cause eye strain and distort colors—something PolarizedPlus2 is specifically designed to enhance, providing clearer, sharper, color-crisp vision.

• Scratch-Resistant MauiPure Glass: MauiPure lenses are crafted from a lightweight, durable material that combines the clarity of glass with the resilience of polycarbonate. These lenses are highly scratch-resistant, ensuring they stay clear and in great condition, even with frequent use. The material also boasts impressive impact resistance, adding durability without putting on weight.
  
  
• Hydro- and Oleophobic Coatings: Forget about nasty trickles, smudges, dirt, and moisture on your sunglass lenses. Maui Jim shades repel water, oil, and fingerprints. Whether you're out on the water or caught in the rain, these coatings ensure your lenses stay pristine and low-maintenance.
  
  
• Vibrant, True-to-Life Colors: The lenses in Maui Jim's sunglasses are engineered to enhance colors, creating a more vibrant, natural view of the world around you. The advanced technology saturates the color spectrum, making greens appear richer, blues more vibrant, and reds more intense. This means every landscape looks more vivid, from lush forests to sunsets by the sea.

It’s time to go sunglass shopping! Swing by one of Eurooptica stores in New York, take a look at Maui Jim's latest Elua collection, and pick the frame that suits both your personal tastes and activity level. With a variety of sizes and color options, there’s something for everyone, so strolling out with a sleek, fun new pair of Maui Jim sunglasses is just a matter of a few try-ons. Feel free to bug our assistants with all the questions under the sun (pun totally intended, of course). See you at 280 Columbus Ave., Upper West Side, or 1249 3rd Ave., Upper East Side! And before long—in Hawaii!