Interview with Daniel Beckerman The founder of SUPER by RETROSUPERFUTURE

The figure of Daniel Beckerman is surrounded by mystery even though with his ideas and creations he has contributed to revolutionizing - and shape - the current sunglasses market: we are talking about the founder of SUPER by RETROSUPERFUTURE.

Undoubtedly one of the most cutting-edge eyewear brand in the industry that, for ten years now, defines and dictate with its collections the contemporary taste. We contacted its founder in the year of the brand's 10th anniversary to tell us his and the SUPER's story.

Daniel Beckerman: the man behind SUPER by RETROSUPERFUTURE.

#8 Thinking back at when you started, what did you think would have happened in ten years? What advice would you give to yourself ten years ago?

I think I am an ambitious person and I like to dream big. Dreaming is free! Maybe, I find myself having to do one step back, or ten, but when I started I had no idea about the success the brand would have had, but I’ve always done everything possible to build it for its maximum success. The advice I would give to the ten years ago’s me ... well, I'm happy with all the choices I've made, I had no regrets maybe I would do something different but back then I could not do otherwise.
The advice I could give myself is one that I could only give today, because of what I have done so far, an example is a collection with Kanye West. I could have produced it and maybe it would have been a flop, even if, looking back, I know it would be a success but, behold, I would not launch it anyway because I did not like that collection that much. Another example is SUPER's success. I would've never have imagined that I would have hit the eyewear market the way I did and that then similar “brands" would have come up and become my competitors - also thanks to external financing while my company has never been funded, at least until now that I've found a partner. And now it happened because I asked myself the same question you did, and the answer was that I should have found a partner like the one I have now, Renzo Rosso.

#9 What should we expect to happen in the future of SUPER?

I'm very excited.
If ten years ago my ideas were very clear about what I wanted to do, now I'm more confused and if I weren’t, I would be presumptuous. Today, the market is so fast and so different that it has confused everyone and I'm excited because I believe that I, along with my team, will be able to interpret it properly. It will be something we will live together, SUPER and who follows us, because the opportunities are so vast that they are devastating. It is something that stimulates you even if it scares you. We are definitely considering a large number of opportunities and we will surely express it with greater strength and power with our new partner, also thanks to his experience. It is with Renzo Rosso that we want to create a collaboration similar to our special projects that, for the man he is, will be an immense sharing experience.

#10 Last but not least: why "SUPER"?

I wanted a name that was international, short and recognizable ... and. moreover,  I thought our glasses were super. I then added "RETROSUPERFUTURE" because I needed a more distinctive version representing the company. While I was making my first collection, I happened to browse an old PIG number in which I found this photo service, called RETROSUPERFUTURE, where one of the models wore colored Wayfarers and I really felt like it was fate.
I checked online the domain, it was available and I said, “Here we are”.