Italian Choice
Land collection
IC-ROSSA
Engineered for speed and precision, enhancing clarity and contrast in fast-moving dynamic environments.
ITALIAN CHOICE
TRUSTPILOT
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tactical collection
IC-CROMICA COMMANDO
Designed for adaptability and focus, offering photochromic clarity in high pressure, light changing conditions.
As featured in Ironstar Dubai 2025.
now partnering with
Tabby
Split your payment in 4, with no interest and no stress.
water collection
IC-MARINA
Engineered to provide superior marine glare reduction and clarity in bright, reflective environments.
As featured in the ICF Junior and U23 canoe sprint 2025 World Champions.
Teams & Events
customized sunglasses
The only Pro Sunglasses with fully customizable, waterproof and fade-resistant frames.
Personalize your frame.
Choose your lens.
Keep the Performance.
Brand Ambassadors
Ultra marathon runner - Content creator
Nico
“Finally I got the perfect sunglasses for all my sport adventures and my daily life. After searching for the right pair, I finally found sunglasses that perform equally well in every sport I do.”
Sunglasses: IC-ROSSA
Sunglasses: IC-ROSSA
Personal Trainer & Sports Presenter
Suleiman
"Looking good and feeling good is paramount to my diverse roles. Italian Choice fuses functionality with choice."
Sunglasses: IC-ORO
Sunglasses: IC-ORO
Pro angler - Head of operations at Aqua fishing academy
Samy
"As a pro angler, I’ve tested many sunglasses for marine sports, but Italian Choice quickly became essential. The craftsmanship, clarity, and comfort genuinely elevate my performance on the water. No glare, just focus."
Sunglasses: IC-MARINA
Sunglasses: IC-MARINA
Pilot
Aswath
"Chasing horizons from 30,000 feet and beyond. Whether I’m flying across continents or soaking in sunsets on the ground, style and clarity matter. Italian Choice shades aren’t just eyewear they’re part of the journey.“
Sunglasses:
IC-AVIAZIONE
Sunglasses:
IC-AVIAZIONE
Fishing Instructor at aqua fishing academy
Mohamed
"Out on the water, under strong sunlight, I rely on Italian Choice sunglasses. They offer unbeatable comfort and visibility, helping me navigate and stay sharp while fishing, cruising, or simply enjoying the sea."
Sunglasses: IC-MARINA
Sunglasses: IC-MARINA
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