Luisa Delgado, CEO of Safilo Group
PADOVA, Italy and TORONTO, Canada—Safilo Group (Reuters SFLG.MI) and Interaxon, Inc., a leader in consumer brain sensing technology, are embarking on a strategic research and development partnership and licensing agreement, marking Safilo’s entry into the wearables arena, under the name of SafiloX.

This first ever brain sensing eyewear platform, created in collaboration with Interaxon “will enable mental focus for enhanced performance and well being,” Safilo’s announcement said, and it will debut at the upcoming CES consumer electronics show in Las Vegas in January.

“SafiloX is the perfect intersection of our renowned iconic eyewear design and authentic quality craftsmanship dating back to 1878, the leading brain sensing technology application, and today's most coveted consumer search to master mental focus and strength to achieve enhanced personal performance and well-being,” said Luisa Delgado, CEO of Safilo Group. “It is neither another example of technology mounted on frames, nor technology for its own sake. With SafiloX our group leverages its legendary passion for product and people for a wearable eyewear proposition of unparalleled fit and comfort, aspirational design and style, and compelling consumer relevance,” she stated.

According to Safilo, Interaxon specializes in sparse EEG (electroencephalography) brain sensing technology. Today, Interaxon’s Muse technology enables consumers, athletes, coaches, clinicians, and healthcare professionals to enhance their and their clients’ personal wellness by helping them improve their mental focus. Interaxon’s technology has been validated scientifically with more than a 100 brain research partnerships around the world, from institutes including the Rotman Research Institute at Baycrest, MIT, McMaster University, NASA, and IBM.

Scientific research partnerships involving SafiloX are already underway, and involve leading Canadian neuroscience researchers at institutes including the University of Toronto, the University of Victoria, as well as a study by Michela Balconi, professor of neuropsychology and cognitive neuroscience, head of research unit in affective and social neuroscience, at the Cattolica University of Milan, Safilo said.

“With SafiloX, Interaxon becomes broadly accessible via a premier lifestyle brand, iconic design and stylish accessory. We are excited to spread the positive impact of our technology through Safilo’s authentic quality and aspirational style,” said Derek Luke, CEO of Interaxon.

Interaxon’s flagship product is the Muse headband, a sensory headband that is designed to help people meditate by providing real-time audio and visual feedback on their meditative state through the Muse companion app.

Interaxon and Safilo have been exploring their first eyewear developments over the past 12 months. To develop this eyewear platform, the partner companies have established a team of experts devoted to the seamless integration of invisible brain sensing technology.

SafiloX will first be offered via the Safilo Group’s Smith performance eyewear brand.