Our Story

Step into the world of Sheriff & Cherry, where sun shines all-year round and every moment is a reason to celebrate. Founded in 2004 by Mauro Massarotto as a creative agency, Sheriff & Cherry immediately birthed the character behind the name. Fun-loving, retro-infused and beaming with a graphic love of colour. The brand established itself as that friend of yours which, despite the daily trials and tribulations, always seems to be in good mood. Before turning focus to sunglasses, the agency headed by Mauro was in charge of several major design projects, including the global re-birth of heritage sportswear brand Ellesse as well as a massive rebranding project revolving around the (then forgotten) signature Yugoslavian trainer – Borovo’s Startas. And then 2010 came. Robyn released Body Talk. Sandra Bullock won an Oscar for her moving performance in The Blind Side. But more importantly – Sheriff & Cherry became the sunglasses brand on everyone’s nose. Developed in an old Croatian optical factory, the frames instantly stood out from everything else happening in the eyewear world. Vintage silhouettes pimped out with a sense of modernity, created in premium materials with vividly-hued designs featuring organic lenses with 400 UV protection and available in selected stores worldwide. Now that’s a mouthful, we know. But since that very beginning, Sheriff & Cherry became globally synonymous with high-impact frames that, despite their retro inspirations, look perfectly in-tune with the world of today. And beware – there’s no micro shades allowed. For the next chapter in the magical tale of Sheriff & Cherry, the brand is going back to its roots and turning once again to the lifestyle aspect of design. With a whole new apparel collection serving as the chicest boat-life merch you’ve ever seen, all your summertime wishes have finally been granted. Colour! Pop! Party! It’s holiday wear you didn’t know you absolutely need. And that’s only the beginning. Looking at the past but thinking about the future. It’s the world of Sheriff & Cherry. All are welcome – no visas needed.
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