Mad in Italy: The Roadtrip to Paris, and the Titanium Collection Built for Real Life Dispensing
If you saw Mad in Italy at SILMO Paris and thought, “Wait, did they really bring a vintage Fiat 500?” the answer is yes. The team left Belluno, in the heart of the Italian eyewear district, and turned the trip into part of the brand story: a 4,000-kilometer (2,500-mile) drive across Italy and France, towing a fully restored Fiat 500, and arriving in Paris in true Mad fashion. The Fiat even made the rounds at Paris landmarks before pulling up to the show, not as a gimmick, but as a statement about identity, creativity, and the kind of confidence you can’t manufacture in a marketing deck.
That energy is part of the appeal. But for independent ECPs, the real story is what sits behind the spectacle: a technically driven collection that feels great on the face, holds its adjustment, and delivers a clear point of differentiation on the board.
A brand rooted in Italian know how (without taking itself too seriously)
Mad in Italy has been building its project since 2010 with a simple goal: combine Italian craftsmanship, thoughtful material selection, and a style language that feels modern without becoming costume. Based in Northeastern Italy, in the heart of the eyewear district, the brand leans into that local manufacturing culture while staying playful with color, proportion, and detail.
The “Mad” name is more than branding. It’s a mindset: be bold enough to stand out, but disciplined enough to make frames that perform day after day, in real clinics, with real patients.
Why the Titanium collection stands out at the bench
Mad in Italy’s Titanium collection is made for patients who want lightweight comfort without sacrificing stability. What makes it especially compelling from an optician’s perspective is that the engineering choices are not hidden. They are purposeful, practical, and directly connected to how the frame wears and adjusts.
- Monobloc titanium front with no welds: The front is made from a single piece (monobloc) and designed to be weld-free, supporting long-term durability and a clean, minimal look.
- Beta titanium temples: Beta titanium adds flexibility and comfort while keeping the overall weight low.
- Hinge concept designed to reduce welded stress points: A slim C-shaped component connects front and temple so the moving parts of the frame are weld-free, with the exception of the rim lock.
- Adjustable pantoscopic angle: A genuinely optician-friendly feature that can be fine-tuned with rubber-tip pliers to dial in fit for different facial anatomies.
In day-to-day dispensing, those details add up. The frames feel almost invisible to the wearer, but you still get meaningful control at adjustment and a finished result that stays consistent over time.
Color and comfort updates that feel premium (and are easy to explain)
Mad in Italy has also refined how it uses color in titanium. Rather than leaning on a single surface treatment, the collection plays with contrast across the front, temples, and inner components to create depth and dimension without becoming loud. The result reads elevated in hand and on face, which helps move the conversation from “lightweight frame” to “lightweight frame with a point of view.”
They’ve also introduced a new titanium temple tip designed to be more ergonomic and enveloping, improving comfort and overall stability behind the ear. It’s the kind of upgrade that patients immediately feel, and that opticians appreciate because it reduces the need for repeated micro-adjustments.
Spotlight on the key titanium styles
Below are the titanium models we’ve been especially excited about for practices that want a lightweight, technical story with real shelf presence.
Tonale
A large square titanium shape designed for women, featuring dual-tone contrast between the inside and outside for a clean, precision-crafted look. Size 54-16, temple 140.
Stelvio
A classic rectangular unisex titanium shape with crisp lines and an intentionally thin, light feel. Size 54-16, temple 145.
Rolle
A refined rectangular unisex style that balances understatement with detail, including dual matte finishing across the front and interior. Size 53-18, temple 145.
Gavia
Ultra-light titanium with a softly sculpted geometric top line and a minimalist matte finish that looks modern without trying too hard. Size 54-15, temple 140.
Brennero
A slim oval titanium shape with a balanced fit concept, including a wider bridge and temples, plus distinctive two-sided coloration that adds character while staying wearable. Size 46-20, temple 145.
Why this matters for independent ECPs (and where Villa fits in)
Mad in Italy hits a sweet spot for independent practices: authentic Italian manufacturing DNA and personality, paired with technical decisions that make the product easier to dispense and easier to love long-term. That combination helps you differentiate without leaning on the same mass-market logos that patients see everywhere.
Villa Eyewear supports that differentiation by bringing collections like Mad in Italy to independent retailers who want product that feels exclusive, story-driven, and genuinely built with intention. The roadtrip to SILMO was memorable, but it’s the titanium engineering, the comfort-first wear, and the refined color work that turns that moment into repeat wear, repeat compliments, and repeat business.