JOSHI

FAMILY EYEWEAR WITH DISTINCTION

Joshi is the collection through the eyes of Holger Emmerich: exciting, clear lines presented in lively and attractive colors. The brand is developed at the company’s headquarter in Herdecke, Germany. For premium wearers, JOSHI can offer the line extension JOSHI PREMIUM with special material combinations, high-quality surface structures and finely drawn shapes.

TARGET GROUP

Men, women and teenagers who also identify trends outside the mainstream.

POSITIONING

  • Starting price segment to premium price segment
  • Natural, trendy, different
  • High comfort in wear and high-quality materials

PRODUCT ADVANTAGE AND CUSTOMER BENEFIT

  • High comfort in wear thanks to light weight and spring hinge in some frames
  • Long service life thanks to high-quality materials, in particular in Joshi Premium, such as stainless steel, aluminum and high-performance polyamide
  • Prescription frames and sunglasses than can also be glazed with prescription lenses in some cases, also with polarizing lenses