Silhouette (eyewear)

This article is about the Austrian company producing eyewear. For other uses, see Silhouette (disambiguation).
Silhouette International Schmied AG
Privately held company
Industry Production and distribution
Founded 1964
Founder Anneliese and Arnold Schmied
Headquarters Linz, Austria
Key people
 Thomas Windischbauer,
Daniel Rogger
Products Consumer Opticals
Revenue € 160 million (2013)[1]
Number of employees
 1,500 (2013)
Website silhouette-international.com

Silhouette is an Austrian brand of sunglasses and eyeglasses, founded in 1964.[2] Headquarter and main production site are located in Linz, Austria.

History

The founders positioned their first creations as fashion accessories — instead of technical visual aids — and soon gained ground in Western Europa. They chose a French name for their company as fashion then was still heavily dominated by French designers.[2] The first product had a narrow square shape with dark frames, unusual for its time. In the early 1970s the brand became popular due to actress Sylvia Kristel choosing their sunglasses - as well in the series of erotic movies called Emmanuelle, as well as in her private life.

Although the main emphasis of Silhouette always laid on its own brand, in 1991 they started an intense cooperation with German sportswear producer Adidas. Still today, the company is responsible for design and production of all glasses for the Adidas Performance line, devoted to athletes. In 1994, the doll Barbie was seen wearing Silhouette sunglasses in the exhibit Art, Design and Barbie at the World Financial Center in New York City. In 1999, the Titan Minimal Art Series was introduced that led to a cooperation with NASA in the following years. Since 2007, there is a cooperation with the Vienna Philharmonic orchestra. In 2011, the Crystal Collection was presented.

Collaboration with NASA

Since 2002 NASA uses the frame of the designer model Titan Minimal Art of Silhouette, combined with specially dark lenses developed jointly by the company and NASA'S optometrist Keith Manuel. The frame is very light at 1.8 grams, and devoid of hinge screws, which reduces the danger potential for astronauts to a minimum. Because astronauts work in sensitive environments, tiny screws or eyeglass components that become loose or fall off could lead to a catastrophe. Such hazards could potentially come in to play during Extra Vehicular Activity (EVA), when astronauts spacewalk with only the protection of their spacesuits. A loose screw or component during an EVA could be nasally or orally ingested, causing choking; could be drawn into the coolant system impeller, causing mechanical suit failure; or could cause a tear in the suit bladder, resulting in a loss of suit pressure.[3][4][5]

Celebrities

Queen Elisabeth II. with Silhouette glasses and George W. Bush, 2007

Around 1982 Queen Elizabeth II for the first time chose a pair of Silhouette glasses. Since 1998 she wears Modell 1899 and made it famous. This model is mostly handcrafted and consists of a special Polymer combination. The Queens owns also two other Silhouette models but wears them only infrequently.[6]

Amongst other celebrities seen with Silhouette glasses were Bing Crosby, Elton John, Carla Bruni, Markus Schenkenberg, Helena Christensen and Nadja Auermann. Model Titan Minimal Art 8568 with green polarizer is worn by Lieutenant Horatio Caine in the series CSI: Miami, played by David Caruso. The glasses somehow became a trademark of his character.[7] Since 2013, actors Patrick Dempsey and Cate Blanchett are employed for Silhouette advertising. Recently, model Tali Lennox promoted a contemporary version of the 1970s Future model.[8]

Company data

The founding couple were both 39 years old, when they started the enterprise together with five employees and a female designer.[9] From the late 1970s until 2013 the two sons of the couple - Arnold jr. and Klaus - were responsible for the course of the company.[9] Thereafter two non-family-members took over as CEOs.

In the main production site in Linz the company employs around 900 workers. Since 1997 the basic steps of metal processing are completed in a new plant with 340 workers in the small Bohemian town of Trhové Sviny.[10] Each year Silhouette produces up to three million glasses, exporting around 95%. The company owns thirteen distribution subsidiaries worldwide and is represented in over ninety countries.[2]

Accolades

References

External links

Coordinates: 48°15′31″N 14°17′14″E / 48.25861°N 14.28722°E