Thélios Launches Independent Men Eyewear Brand “9.81”

Let’s expect a brand-new independent brand “ 9.81” which is going to has it first ever collection launched in this Summer! It is an independent brand, designed, developed, produced and distributed by Thélios, the eyewear expert of world leader in luxury LVMH.

9.81 is a technical men’s luxury eyewear brand, combining Italian craftsmanship and a distinctive sense for innovation. 9.81 tells the story of determined men, who are constantly on the go and in search of challenges in all aspects of their lives. The brand name is inspired by the universal constant of gravity (9.81 Newtons), a force that while keeping mankind grounded, has been inspiring them with their most daring challenges over the centuries.

9.81’s first collection, introduced for Summer 2021, is an ode to technicity and innovation. Designed for metropolitan and active men, the initial 9.81 collection introduces a range of technical optical and sun frames adapted to all activities, with patented innovation at its core. It features a unique, exclusively patented temple: the Courbure variable (variable curvature). This exclusive innovation allows to adjust the fit of the frames by a simple rotation of the temple tip, ensuring optimal grip while maintaining exceptional comfort. This mechanism demonstrates the Maison’s mastery of technicity.

CIMA GRANDE – NE50003U (002)
This timeless rectangular frame in matte black acetate is inspired by the highest summit of the “Tre Cime” rock formation, the most daring mountain range of the Dolomites. Its signature yellow and black temples and its lightly brushed metal details are the perfect tool to elevate an elegant look.

BECCO DI MEZZODI’ – NE50013U (018)
This dynamic semi-rimless shape in matte palladium comes in timeless shaded spruce blue, conveying the energy and determination of the man who wears it. The patented mechanism Courbure variable makes this optical frame the perfect companion for every occasion. It takes its name from the “Becco di Mezzodì”, the rocky peak signaling the appearance of the midday sun in Cortina d’Ampezzo.

This modern rimless rectangular shape in brushed palladium offers a discrete yet unique look. The black and yellow temples make it as iconic as the rock formation that inspired its name “Gusela del Vescovà” – a 40-meter-high column, defying gravity on the edge of a cliff, towering the surrounding region. The lightness of the frame combined with the absence of the rim makes it a concealed companion in all endeavors.

PUNTA PENIA – NE50011U (017)
With brushed natural titanium on the outside and natural titanium on the inside, this slick rectangular shape with cedar green temples offers a true sporty yet elegant style. This model echoes the majestic “Punta Penia”, the highest summit of the Dolomites, from which it derives its name.


This bold Pilot shape in matte black lacquered metal is inspired by the most impressive rock formation of the Dolomites. With its signature yellow and black temples, it is the perfect style for every occasion, whether active or in-active, while the patented mechanism Courbure variable allows for the perfect fit.

CRODA ROSSA – NE40003U (20N)
This classic rectangular shape comes in discrete misty grey acetate, brushed palladium details and tone and tone coal black temples, ideal for a casual to elegant every-day look. The stars of the show are the photochromatic smoky green lenses and the patented mechanism Courbure variable allowing ultimate adaptability.