Grammy Award-winning guitarist John Mayer is deeply enamored with the brand: France's "MAX PITTION." Mayer acquired the rights to the brand, which had disappeared in the 1970s, and teamed up with Tommy OGara of The LIGHT Co., Ltd., which designs eyewear for various brands, to revive the brand.
The brand's founder, Max Pittion, established his eponymous brand in 1921 in Oyonnax, a major city in the Jura region of France, then a major eyewear industry center. He took over the factory established by his father and steadily expanded the business, including licensed production for luxury brands such as "LANVIN" and "AZARRO." Exports to overseas markets also increased, but as Japanese eyewear manufacturing flourished in the 1970s, eyewear production in the Jura region declined. Max also retired in 1981 and enjoyed a life of retirement thereafter, passing away in 2009.
We spoke to Mayer and O'Gara, who were visiting Japan, about the story behind the birth of the new Max Pittion and the appeal of the brand.
--How did you acquire the rights to Max Pittion?
Mayer: One day, while browsing old designs online, I came across a model of sunglasses called "Politician." I loved them so much I really wanted them, but unfortunately they were too small for me and didn't fit. But I really wanted to wear them when I went out on the town. So it was my personal desire to acquire the rights to this brand and revive it.
I love designs that are by no means flashy, but have depth and a sense of the craftsmanship behind them. Plus, it's often the case that other people also like the things I like.
When I found out that the brand no longer existed, I wondered if I could revive it myself. The answer was "Yes." When restarting the brand, the most important thing was our relationship with Max Pittion's family. Just because I bought the rights doesn't mean I can do whatever I want with them. That's why I was able to build such a good relationship with them, and it was incredibly meaningful to have them show me old photos and tell me about the brand's history. The logo is from the 1940s, and the tags are original. Thanks to Tammy's efforts, we were able to stay true to the original design while still achieving a modern finish. --How did you meet O'Gara? O'Gara: We'd met randomly in various places over the years (laughs). I happened to meet John at a meeting, and we started talking about how we had a lot of mutual friends. It turned out he was quite a collector, and we hit it off. Mayer: My philosophy is that an idea that sticks in your head is a valuable idea. I've done a lot of different things, but I've lost interest in some ideas, or even forgotten about them. I guess that just goes to show how much it was worth (laughs). It's not like I'm thinking of giving up my career as a musician, but rather that I'm interested in this job and I'm doing it because I truly love it.
O'Gara: It was great that we were able to borrow items from the archives of a relative. We displayed old photos of the brand in antique gold frames and placed the logo on French hat boxes in the shop window. Without that history and archive background, we would have struggled to figure out how to brand the brand.
Mayer: I'm sure there are thousands of eyewear manufacturers around the world, but Max Pittion really moves me, not just as an object. I'm an eyewear "otaku" (laughs), and as an otaku, I seek out pieces that have a strong presence. I'm not satisfied with ordinary things; I prefer pieces that have a strong presence.
O'Gara: Our original designs are quite elaborate, but the ones we made this time were made using cottonseed oil. They're very delicate, and when you add color, they look amazing. It's hard and scratch-resistant.
--The originals were mainly made of celluloid, right?
Ogara: Yes. I had to touch on the brand's history. The Pittion family was originally a comb manufacturer founded in the Jura region of France in the 1940s. At the time, celluloid had just appeared, and they made combs by punching it. Max Pittion and his father decided they could also make eyeglasses with it, so they started manufacturing them. Celluloid was at its peak at the time, but petrochemical products emit toxic fumes when burned, so they're no longer relevant in today's world. This cottonseed oil doesn't emit fumes when burned. The 18K and 10K plating gives it a luxurious feel, and I think it's an item that will last a long time.
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