When we visited the Alba Optics clubhouse in Milan last September, we had the chance to sit down with co-founder Piergiorgio — better known as PG — to talk about the journey of building an independent sports eyewear brand from the ground up. What started as a passion project among friends has grown into a globally recognized brand, deeply rooted in the cycling community yet unafraid to explore new territories.
Optimal timing and focus on the community
Alba Optics emerged over ten years ago, when social media, particularly Instagram, was a prime space for creatives to showcase their work. PG and his team, all cyclists themselves, initially started designing eyewear just for fun and for their close circle of friends. But soon, a larger community formed around them—one that resonated with their values and aesthetics.
Unlike many traditional Italian cycling brands, Alba Optics took a disruptive approach, collaborating with innovative advertising agencies and maintaining a direct connection with their customers. Their engagement went beyond marketing: they actively responded to messages, held calls for feedback, and implemented user insights into their product development. This hands-on approach has played a major role in the brand’s evolution.
Inspired by the snowboarding culture
Piergiorgio draws an interesting comparison between the late ’90s snowboarding scene and the current state of cycling. Having a background in snowboarding, he saw similar values and a sense of community reflected in the cycling world. This influence is evident in Alba Optics’ brand ethos: a blend of performance, style, and a sense of belonging.
PG also references Vans as an inspiration, not in terms of design, but in how the skating community naturally adopted the shoes for their functionality, rather than being explicitly marketed to them. Alba Optics takes a similar approach, allowing its products to integrate seamlessly into the lifestyles of its audience rather than forcing trends onto them.
A clubhouse, not just a showroom
The Alba House Club is a beautifully minimalist space where all Alba Optics models are displayed alongside their apparel. Specialty coffee is served, of course, yet the space remains true to its Italian roots, with a vintage Maglia Rosa jersey framed on the wall among other eyewear-themed objects.
More than just a retail space, the Alba Optics clubhouse is a hub for like-minded individuals. Nestled in a location surrounded by great cycling routes, it serves as a meeting point for cyclists and outdoor enthusiasts. Beyond cycling-related events, the space also hosts social gatherings—sometimes even homemade Italian pasta nights. This physical presence reinforces their core belief: that a product should be something customers feel a part of, rather than just something they purchase.
Looking ahead: Beyond cycling, with the same kind of people
After more than a decade on the market, Alba Optics is expanding its focus beyond cycling. The next step? Piergiorgio is clear that their long-term vision is not about catering to a specific sport but rather to a particular kind of person—people who, like them, enjoy multiple disciplines, from cycling to trail running to climbing.
“We will continue to serve people like us, regardless of the sport they practice. The values will stay the same,” – Piergiorgio, Alba Optics co-founder
This independent mindset extends to their business strategy. Despite offers from investors, Alba Optics has chosen to remain self-sufficient, prioritizing creative control over rapid growth.
Distinctive, yet minimalist look
As Alba Optics moves forward, they remain dedicated to their design philosophy. The Delta collection—the original line that secured their place in the premium cycling eyewear market—will stay minimalistic, with only subtle refinements. PG believes in maintaining its distinctive 80s-inspired aesthetic while making small functional improvements and adding new colorways from time to time.
Additionally, the Ultra collection, released in summer 2024, introduces a new lens shape emphasizing a clear, wide range visibility, offering another option for performance-oriented customers seeking a modern yet timeless design. PG also hints at new products for mountaineering, further broadening their scope while maintaining their commitment to clean, instantly recognizable design.
Unlike competitors who frequently release new models, Alba Optics aims to create timeless products that retain their identity and functionality over time.
A Vision that endures
At its core, Alba Optics is more than just a sunglasses brand.”It is a movement”, PG points out. Rooted in community, influenced by diverse sports cultures, and driven by an independent spirit, the brand continues to shape the way we see performance eyewear. Whether on the road, the trails, or the mountains.
