Stop the madness. 2012 CFDA/Vogue Fashion Fund nominees Illesteva (the name is a take on the hip-hop expression “Illest evuh”) has brought so much modern, eco-tech, cutting edge cred to the project of making a pair of shades that I can hardly breathe. It’s sunglass as statement piece, and they lends their wearer an instant “creative tribe “kind of street cred that has me worshipping once again at the house that creativity built.
Illesteva is the brainchild of Justin Salguero, Daniel Silberman, and Alina Silberman. When Vogue asked Salguero and Silberman to describe Illesteva in five words, they came up with, “Timeless, bold, craftsmanship, unique, passionate,” words that describe what they’re doing to a T. I could imagine wearing these shades when I’m 80 years old, and I can also imagine wanting to. The passion that birthed these bold and unique designs shines through, and I am persuaded that, just by wearing a pair, I can connect to the passion, boldness and uniqueness that resides within me. That is, in the end, what a great lifestyle brand does. It reminds you of who you are, and gives you a shorthand for sharing that with the world.
My passions are all about creativity and vision and intellect, and using these resources to re-invent our world, in much the way that Illesteva reinvented the humble shade.
PAULA PURYEAR is a Lawyer, Film & Television writer, HuffPoster and Founder of Revel In It Mag.