Swedish contemporary brand, CHIMI, announces the launch of ‘Anticipation’: a custom eyewear collaboration with World Cup winner and professional footballer Paul Pogba.
Inspired by Pogba’s current state-of-mind as he awaits life-changing verdicts, the capsule drop is about honouring the journey of life; the highs and lows, victories and setbacks.
The campaign is rooted in the feeling of moving between darkness and light, gloom and joy, failure and success – and a readiness to experience whatever is next. It features the only filmed first-hand account from Pogba about the February 2024 ruling.
Charlie Lindström, co-founder and Creative Director at CHIMI comments: “It has been an entirely unique experience working closely with such a lovely spirit like Paul on the Anticipation collection. CHIMI represents characters of all kinds and the duality within them. This includes the people who have stumbled and those on a journey to reclaim their narrative. We are really proud of how the campaign captures the highs and lows of life – and a readiness to experience whatever is next.”
Paul Pogba comments: “It’s been fantastic to work with CHIMI and Charlie on making our vision come to life with Anticipation. While I’m currently laser focused on my ongoing off-field challenges, getting this opportunity to keep my mind busy and express myself creatively has been a welcomed addition to my current day to day.”
Made from bio-based plastic with nylon lenses, Anticipation takes inspiration from Pogba’s expressive style with metal trims giving nod to his signature hairstyles. The glasses are available in black and yellow and come with a customized hard case. The Anticipation capsule collection is priced from R4 299 and sold in a limited edition quantity exclusively via CHIMI’s website: chimi-online.com/za.
Named the most expensive player ever in 2016 and hailed the best midfielder in the world, Pogba is one of the most famous footballers of his era. He denies all accusations and has appealed the recent ruling to the Court of Arbitration for Sport.
About CHIMI
CHIMI was founded in Stockholm in 2016 by Charlie Lindström and Daniel Djurdevic with the philosophy to inspire the capturing of every aspect of modern life through the lens of eyewear. The products are imagined through the eye of Scandinavian minimalism altered by futurism. CHIMI has been worn by the likes of Kendall Jenner, Hailey Bieber, and The Weeknd. To date, the collections cover premium eyewear, ready-to-wear and accessories.
CHIMI is distributed in South Africa by Luna Belle Ventures, a local agency committed to bringing luxury global brands renowned for their quality and craftsmanship that go BEYOND LUXURY lunabelleventures.com