Kering Eyewear supports wildfire victims on the island of Hawaii

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The optical division of the French luxury group, owner of the Maui Jim polarized eyewear brand, is lending its support to the town of Lahaina, where the brand is based, which has been completely destroyed by fire. This is the most violent fire ever recorded in the Hawaiian archipelago, and the deadliest of the century on American soil.

 

Following the violent fires that ravaged the town of Lahaina, where one of its subsidiaries is based, the Kering Group has decided to contribute to the relief effort.

 

However, the amount of the operation has not been revealed.

 

Welcome help for the city of Lahaina

 

Kering Eyewear, the Group’s eyewear division, has decided to assist the inhabitants of the island of Maui – the second largest island in the Hawaiian archipelago – and more specifically the residents of Lahaina, who have been heavily affected by the fires.

 

On Tuesday August 8 and 9, Lahaina, a seaside town with a population of over 12,000, was totally reduced to ashes following the violent forest fires that ravaged the region.

As of August 17, 111 deaths had been recorded, and only 5 had been identified. A heavy toll, but still provisional. Nevertheless, this disaster is the deadliest recorded in the United States in a century.

 

Warnings on TV, radio and social networks proved ineffective, as electricity and grids were cut. In addition, the sirens remained silent. An investigation is currently underway to assess the management of the crisis.

 

Federal authorities estimate the cost of rebuilding Lahaina alone at $5.52 billion.

 

Against this backdrop, Kering Eyewear has decided to make a donation to the Hawaiian community foundation Maui Strong Fund.

If the luxury group’s eyewear division has decided to come to the aid of the town’s inhabitants, it’s primarily because it’s the historic headquarters of the Maui Jim brand.

 

This specialist in polarized eyewear, acquired by the group in March 2022, designed its frames and tested its polarized lenses. These products feature proven technology that blocks 100% of harmful UV rays and eliminates glare, while enhancing color, clarity and detail.

 

An illustration of the Care ethic

 

Roberto Vedovotto, President and CEO of Kering Eyewear said, “We are devastated by the destruction of Lahaina, our home in Maui, and by the people who have been tragically affected or displaced by the fires. We remain close to the situation in order to provide our support and resources to those in need.”

 

Kering Eyewear and Maui Jim say they stand “in solidarity with the victims and their families, alongside all the Hawaiian people, determined to contribute to the restoration and improvement of the beautiful island of Maui.”

 

Also according to the press release, the two entities declare they are acting “in the spirit of Ohana, a cardinal Hawaiian value of compassion and community unity.”

A philosophy not unlike the “Care” ethic behind the name of its parent company, the Kering Group, adopted in March 2013. For the group, this is, according to the press release at the time, “that unique way of taking care of its brands, its employees, its partners and the environment”.

This concept, akin to the principle of caring for the most vulnerable, was initiated in the 1980s by psychologist Carol Gilligan.

 

The ability of luxury players to show their charitable nature by assisting vulnerable populations, rescue teams and aid associations, or by protecting and restoring biodiversity, is becoming increasingly important.

 

In 2020, for example, the Kering Group came to the aid of Australia, which had suffered five months of terrible  wildfires. At that time, a dozen of the Group’s brands, including Gucci, Saint Laurent and Bottega Veneta, jointly raised $1 million to help the authorities fight the fire and relocate local residents.

Earlier in the year, luxury brands came to the aid of Italy’s Emilia-Romagna region, hit by severe floods.

 

Extreme weather events are set to become more frequent and intense in the light of global warming. According to the Atlas of the World Meteorological Organization (WMO), which tracks the number of deaths and economic losses caused by extreme weather events, these are estimated to have increased fivefold between 1970 and 2019. Over this period, 11,000 natural disasters were recorded, causing more than two million deaths and the equivalent of 3,080 billion euros in material damage.

 

Read also> Flooding in Italy: LVMH, Kering, Ferrari, Formula One and Stellantis lend their support

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The optical division of the French luxury group, owner of the Maui Jim polarized eyewear brand, is lending its support to the town of Lahaina, where the brand is based, which has been completely destroyed by fire. This is the most violent fire ever recorded in the Hawaiian archipelago, and the deadliest of the century on American soil.

 

Following the violent fires that ravaged the town of Lahaina, where one of its subsidiaries is based, the Kering Group has decided to contribute to the relief effort.

 

However, the amount of the operation has not been revealed.

 

Welcome help for the city of Lahaina

 

Kering Eyewear, the Group’s eyewear division, has decided to assist the inhabitants of the island of Maui – the second largest island in the Hawaiian archipelago – and more specifically the residents of Lahaina, who have been heavily affected by the fires.

 

On Tuesday August 8 and 9, Lahaina, a seaside town with a population of over 12,000, was totally reduced to ashes following the violent forest fires that ravaged the region.

As of August 17, 111 deaths had been recorded, and only 5 had been identified. A heavy toll, but still provisional. Nevertheless, this disaster is the deadliest recorded in the United States in a century.

 

Warnings on TV, radio and social networks proved ineffective, as electricity and grids were cut. In addition, the sirens remained silent. An investigation is currently underway to assess the management of the crisis.

 

Federal authorities estimate the cost of rebuilding Lahaina alone at $5.52 billion.

 

Against this backdrop, Kering Eyewear has decided to make a donation to the Hawaiian community foundation Maui Strong Fund.

If the luxury group’s eyewear division has decided to come to the aid of the town’s inhabitants, it’s primarily because it’s the historic headquarters of the Maui Jim brand.

 

This specialist in polarized eyewear, acquired by the group in March 2022, designed its frames and tested its polarized lenses. These products feature proven technology that blocks 100% of harmful UV rays and eliminates glare, while enhancing color, clarity and detail.

 

An illustration of the Care ethic

 

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The optical division of the French luxury group, owner of the Maui Jim polarized eyewear brand, is lending its support to the town of Lahaina, where the brand is based, which has been completely destroyed by fire. This is the most violent fire ever recorded in the Hawaiian archipelago, and the deadliest of the century on American soil.

 

Following the violent fires that ravaged the town of Lahaina, where one of its subsidiaries is based, the Kering Group has decided to contribute to the relief effort.

 

However, the amount of the operation has not been revealed.

 

Welcome help for the city of Lahaina

 

Kering Eyewear, the Group’s eyewear division, has decided to assist the inhabitants of the island of Maui – the second largest island in the Hawaiian archipelago – and more specifically the residents of Lahaina, who have been heavily affected by the fires.

 

On Tuesday August 8 and 9, Lahaina, a seaside town with a population of over 12,000, was totally reduced to ashes following the violent forest fires that ravaged the region.

As of August 17, 111 deaths had been recorded, and only 5 had been identified. A heavy toll, but still provisional. Nevertheless, this disaster is the deadliest recorded in the United States in a century.

 

Warnings on TV, radio and social networks proved ineffective, as electricity and grids were cut. In addition, the sirens remained silent. An investigation is currently underway to assess the management of the crisis.

 

Federal authorities estimate the cost of rebuilding Lahaina alone at $5.52 billion.

 

Against this backdrop, Kering Eyewear has decided to make a donation to the Hawaiian community foundation Maui Strong Fund.

If the luxury group’s eyewear division has decided to come to the aid of the town’s inhabitants, it’s primarily because it’s the historic headquarters of the Maui Jim brand.

 

This specialist in polarized eyewear, acquired by the group in March 2022, designed its frames and tested its polarized lenses. These products feature proven technology that blocks 100% of harmful UV rays and eliminates glare, while enhancing color, clarity and detail.

 

An illustration of the Care ethic

 

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Picture of Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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