Johanna Skans is the Founder and CEO of the eyewear label SKANS – one of the optical world’s most sustainable frame brands – and the Co-Founder of Frame the Future, the industry’s 1-year-old platform dedicated to accelerating sustainable action across the whole business. We interviewed her about both directions, and her path, so far….
When did you launch SKANS and why eyewear? What was your particular desire or focus at the time? Skans was launched in 2022, but the idea had been growing for many years. I trained as an optometrist and have spent my career working across almost every part of the optical industry—as an optometrist, store manager, product manager and buyer for one of Europe’s largest optical retailers. That gave me a unique perspective on both the clinical and commercial sides of eyewear.
Throughout my career, I struggled to find products that aligned with my values. Despite wanting to make better purchasing decisions, the industry offered very few environmentally responsible alternatives. Most frames were made from virgin or mixed materials, difficult to repair or recycle, and designed within a system that rewarded high consumption, short term profit rather than long term value creation respecting natural resources.
After completing an MBA, studying Business Sustainability Management, and later working for B Lab Nordics, it became clear to me that business could—and should—be a force for good. I realised that if I wanted to see change in the eyewear industry, I had to help create it myself. That is why I founded Skans. My ambition was to give optical retailers and consumers a better choice: beautifully designed eyewear with a significantly lower environmental footprint, while proving that good design, commercial success and responsible business can go hand in hand. Above: Johanna Skans, Founder & CEO, SKANS + Co-Founder of Frame the Future – with Andrew Clark and Xenia Glutz von Blotzheim
How would you describe your design style at SKANS today? I would describe SKANS’ aesthetic as quiet everyday luxury. Eyewear designed to be worn and loved for many years. My philosophy is rooted in slow fashion: creating fewer, better products that balance beauty, function and longevity. Growing up in Sweden with Finnish roots, now living in Denmark, my design language is influenced by Nordic metropolitan life style — a balance between creativity, functionality and a deep appreciation for nature. Played out in clean lines, honest materials and functionality at the heart of every frame. The aesthetic is minimal yet distinctive; elegant with an urban edge. Confident rather than loud.
Every SKANS frame is created to be comfortable (super lightweight), durable (handcrafted in premium materials), circular (repairable and recyclable) and beautiful (confident without chasing trends). I love to play with contrasts and tend to design with soft, feminine lines and subtle details. To me, eyewear is like a piece of jewellery that should amplify the wearer’s character – elegant enough to disappear, distinctive enough to be remembered.
What are you currently working on in the collection? I’m designing a small number of new shapes that draw inspiration from the Nordic music scene – its quiet confidence, understated sensuality and subtle rebellion. The collection explores softer expressions of femininity through refined proportions and fresh silhouettes, while staying true to the SKANS design philosophy. You’ll recognise the clean lines, monochromatic palette and single-material construction that define SKANS. Every frame is stripped back to its essentials, allowing shape, proportion and honest materials to speak for themselves. The result is a collection that feels familiar yet unexpected – minimal, expressive and quietly distinctive.
You’ve done a lot of work on sustainable packaging as well as design to minimise your footprint and you’ve won a CSR award at SILMO in 2024. How do you maintain such a big commitment to sustainable design and development across everything you do? My guiding principle is to “make decisions that would make Mother Earth proud”. Whenever faced with a choice—whether it’s designing a frame, selecting materials, choosing manufacturing partners or deciding which initiatives or partnerships to prioritise, I try to look at it from the planet’s perspective.
For me, sustainability is a mindset, it’s a lifestyle and it’s embedded in every decision I make, both professionally and personally. That perspective naturally shapes the products we create and the business we build. I hope that’s reflected in what we’ve achieved at SKANS, including receiving the SILMO CSR Award in 2024 and being nominated again in 2025. But I´m a forever student and am learning every day.
You also have B Corp Certification? What is the process like and would you recommend it to all eyewear companies? We understand you have a lot of experience in this field? Pursuing B Corp certification as a start-up was an ambitious decision, but I believed it was the right foundation to build the company on from day one. Skans was created to use eyewear as a tool to address planetary challenges, so becoming a Certified B Corporation felt like a natural step. It wasn’t about earning a label—it was about having our business independently verified against rigorous sustainability standards and ensuring that our actions genuinely reflected the values and impact we set out to create.
Before founding SKANS, I worked at B Lab Nordics as Head of Engagement, supporting companies on their sustainability journeys, and I am also a certified B Leader, helping organisations prepare for B Corp certification. That experience gave me a deep understanding of what responsible business should look like—not just in theory, but in practice, across any industry. The certification process is rigorous. It starts with the Business Impact Assessment (BIA), a free online assessment consisting of around 250 questions covering every aspect of a company’s operations; environmental, social and Governance. Every answer must be supported by evidence, reports, policies, data or documented practices. It is unique as it challenges companies on a 360 degrees perspective. There are questions examining the governance structure and company purpose, treatment of employees, supply chain, community impact, customers and environmental footprint. It asks questions such as: How many percent of your suppliers are femaleled or LGBTQ led? Do your governing documents commit the company to creating positive impact for people and the planet? Does women hold 50% or more of the board seats? How do you measure your product’s environmental impact? How do you use your business as a force for good?
Each answer contributes to an overall score. To become a Certified B Corporation, a company must achieve at least 80 points out of 200 and successfully complete B Lab’s verification process. Skans achieved a score of 133.6, which, currently is the highest verified score of any eyewear brand globally. I am incredibly proud of that achievement, but even more importantly, it provides us with a framework for continuous improvement. Certification is not a one-time achievement. Companies must recertify every three years, demonstrating ongoing progress and adapting to increasingly demanding standards. We are currently preparing for our recertification. Would I recommend B Corp certification to other eyewear companies? Absolutely! Go to the free assessment today – B Corp is a comprehensive business transformation framework. It helps companies identify blind spots, measure progress, highlight your strengths, and build a business that creates long-term value for people, the planet and shareholders alike. For us, B Corp certification is a journey that challenges us to think outside the box and to leave each day a little bit better than yesterday.
You are also Co-Founder of the FRAME THE FUTURE which was launched just last year at Silmo. Why is this important to you and what do you feel FTF has achieved so far? Frame the Future is deeply important to me because no single company can create system change and large-scale impact. The environmental challenges we face—whether it’s circularity, recycling infrastructure, data collection, regulation or product design—are shared challenges that require shared solutions. Real progress only happens when the entire value chain works together. What I love about the eyewear industry is that it was built on improving people’s lives through better vision. Caring for people is already part of our DNA. I am convinced that we can extend that responsibility beyond the individual customer and start caring equally for the future of our loved ones – because isn’t that ultimately what sustainability is? The planet will survive, but the people living there?
The eyewear industry has all the ingredients to become a global leader in responsible innovation — we simply need to collaborate more than we compete. That is why Andrew Clark, Xenia Glutz von Blotzheim and myself founded Frame the Future: to provide a neutral platform where manufacturers, suppliers, brands, retailers and industry experts can come together to solve the challenges no company can solve alone. Our role is to build knowledge, develop practical tools and accelerate collective action. I’m incredibly proud of what we’ve achieved in a relatively short time. We’ve brought together stakeholders from across the value chain, hosted international roundtables, panels, webinars, published the industry’s first report identifying its shared sustainability challenges, and initiated collaborative projects such as the Product Environmental Footprint Category Rules (PEFCR) initiative for eyewear.
Getting the alliance off the ground has certainly had its challenges. We launched at a time of economic uncertainty, when many businesses were understandably focused on short-term priorities. But I remain convinced that sustainability is not separate from business success—it is fundamental to long-term resilience and competitiveness. The companies that will lead the future are those willing to collaborate, challenge established ways of working, and innovate within the planet’s boundaries.
Outside business, what is your biggest focus and most important means of relaxation? Wellbeing—spending time in nature, staying active, cooking plant-based food, and being with my husband and our two daughters. I’ve often made life decisions around that. I moved to Australia to be closer to the ocean and spend more time surfing while completing my MBA. Years later, we lived in the Dolomites so skiing could become part of everyday family life—and, as a bonus, we were closer to the heart of eyewear manufacturing.
Running is my favourite way to recharge. Early mornings, before the city wakes up, are when my mind is at its most creative, and many of my best ideas are born. I enjoy running marathons and try to complete at least one each year—not to chase a faster time, but because I enjoy the process and the reminder that growth comes from consistently challenging yourself. Whether it’s running, surfing, skiing, building an eyewear company or co-founding an industry alliance, it all comes back to the same thing: pursuing my ikigai—bringing together what I love, what I’m good at, what creates value for others, and what I hope contributes to a better future.
This interview feature is an Eyestylist Exclusive. All rights reserved. For more on SKANS visit https://skans.com – Skans has been introduced into the US by Julia Gogosha and Temple of Frames earlier in 2026 at Eyecon, NYC.
Danish eyewear: Nyhavn by Ørgreen Optics
One more of our “recommended” collections this month from Danish eyewear company, Ørgreen – exploring mono-colour
Launched in 2025 to offer a new direction and a distinctive mono-colour approach, Nyhavn by Ørgreen Optics sees two new styles added into the collection, defined by their clean stainless-steel construction and minimalist palette. Rather than relying on traditional eyewear colours, the frames Seastripe and Tidal are offered in contemporary tones inspired by Copenhagen’s architecture, harbour fronts and the subtle colours shaped by time, weather and light. Above: model Seastripe combines stainless steel, paint, silicone components and multiple finishing processes, all of which react differently to colour
“From the beginning, we wanted NYHAVN to stand apart. Everything is reduced to a single colour expression. That simplicity gives the collection a clarity and confidence that has become central to its character.” Sahra Lysell – Senior Colour Designer at Ørgreen
The balance between simplicity, colour and contemporary design has helped the collection resonate with a broad audience, and particularly those who have a taste for clean design and modern expression – regardless of age.
The release of the two models into the Nyhavn collection this month will be followed by further releases at the Paris trade event, SILMO in September 2026.
As the collection evolves into an increasingly important one in the portfolio, the Danish company said: “What began as a bold exploration of colour and simplicity has become one of Ørgreen’s most distinctive collection concepts. As Nyhavn continues to grow, colour remains at the heart of its identity—quietly contemporary, unmistakably Copenhagen, and always designed to stand apart.” Find out more at www.orgreenoptics.com
Celeb-endorsement: building an enduring alignment
Independent eyewear brands continue to choose influential creative figures (creatives such as actors, writers and musicians), to endorse their products and bring them fresh recognition and credibility as purveyors of good taste. Beyond the mainstream, these partnerships can offer a more authentic and enduring form of endorsement, carefully aligned with the values and aspirations of the most discerning eyewear consumer
Eyewear brands in the independent sector are increasingly taking this very considered approach to celebrity endorsement, selecting personalities whose authenticity, values and cultural relevance create a genuine emotional connection while expressing a quieter aspirational vision of good taste. The faces in new campaigns by Linda Farrow (UK), Götti Switzerland and Kaleos (Spain) perfectly illustrate this direction (although there are many other examples in 2026), placing focus on well-known individuals with interesting personal stories or career paths and a believable connection with the collection and products themselves.
In fashion, the right creative partnership can elevate a collection and bring it attention from new connections and important audiences. This season, the UK’s luxury eyewear brand Linda Farrow has launched a campaign for their Iconic Collection – fronted by fashion icon Sarah Harris, the influential editor whose work has helped shape titles including British Vogue and, more recently, EE72. Known for her timeless aesthetic and discerning eye, Harris embodies the spirit of the collection, inspired by the luxury brand’s earliest models of the 1970s. The campaign illustrates her wearing the two new aviator silhouettes in the Edition, the Skye and the Taya. She describes the designs as “something that’s going to be in my wardrobe for the next 5, 10, 20 years.” She explains: “I’m excited to partner with Linda Farrow to celebrate the launch of the new Iconic Collection. Rooted in craftsmanship and designed with longevity in mind, these are pieces made to stay in your wardrobe for years, not just seasons — something that aligns perfectly with how I approach style.” Above: Sarah Harris for Linda Farrow – The Iconic Collection
Based on the idea that style is something deeply personal and unique to every individual, the new campaign by Götti encourages reflection on what style means, how it shapes identity, and influences everyday life. Through cinematic portraits, the project celebrates individuality while reaffirming Götti’s longstanding commitment to timeless design and personal expression.
The project centres on four Swiss protagonists from the worlds of film, architecture, photography, and music – actor and singer Carlos Leal, architect Jasmin Grego, photographer Kim Pham, and musician Luca – each of whom brings their own perspective on style, creativity, and identity. The company wanted their presence to “lend authenticity and timeless aesthetics”, underscoring the principle that style goes far beyond trends and fashion.
Shot by Swiss photographer Kostas Maros, this campaign employs a cinematic and painterly visual language characterized by soft lighting and dark tones. For the campaign, Kostas relied on the ALPA precision camera, which is manufactured in Switzerland. It is a medium-format camera primarily used for architectural photography. “I’ve been working with the Alpa for several years now, especially on personal artistic projects,” Kostas explained. “Most recently, I was honored at the 2026 Swiss Press Award for a portrait series of people swimming in the river Rhine, which I photographed with the ALPA. Until now, I had never used the ALPA for commercial work. It’s a very deliberate and slow way of working – the number of images produced is much lower, and the process becomes more focused and conscious. The campaign revolves around four personalities who engage with the theme of style. By featuring figures from the fields of art, architecture, photography, and music – all of whom share authentic and personal perspectives while embodying certain values – the campaign achieves a natural authenticity and a credible aesthetic.” www.gotti.ch
At Kaleos, the Spanish actor Javier Rey features in a campaign for the summer capsule, “Variations”. Their press release said: “With his natural magnetism and understated presence, Javier Rey embodies the spirit of the capsule with ease. He brings precision, restraint, and quiet confidence to a collection designed for those who understand that style is often shaped by the smallest decisions.” The frames in this line offer classic forms with refined shifts in proportion, finish and character. Matt and glossy acetates come together in a palette of tones that is elegant and “quietly bold.” www.kaleoscollection.com
This feature was written by Clodagh Norton. All rights reserved.
Eyewear collaboration: OKUDA x Nina Mûr
Fusing two creative worlds in an exclusive eyewear release of 50 pieces: KROMATIKE
A new limited-edition collection by Nina Mûr has been designed with the Spanish painter, sculptor and designer, OKUDA San Miguel in a celebration of creative freedom, individuality and the transformative power of colour. Created for those who see design – and eyewear – as a form of self-expression and art as an attitude towards life, the frames in the edition have all the distinctive traits of Nina Mûr frames fused with the iconic three-dimensional elements present in the creative universe of OKUDA. These elements have been reinterpreted for the frames, through applications of coloured resin in 3D. The detail is incorporated into the distinctive nature of the collection, bringing volume, texture and a striking one-of-a-kind visual identity to the frames. Above: Lorena Serrano of Nina Mûr and OKUDA San Miguel
“At Nina Mûr, we share a commitment to authenticity, innovation and creative freedom. We see eyewear as more than an object: an extension of identity and a powerful way to express how we see, experience and engage with the world…” Lorena Serrano, Nina Mûr
Made in Nina Mûr’s studio in Madrid, each KROMATIKE frame has been produced with a careful selection of colours and laminations, some of them designed exclusively for this project, creating chromatic combinations that translate the artist’s characteristic visual language into the product.
The collection is composed of a single frame shape available in various colour combinations, produced in a limited and numbered edition of 50: in Black (5 pieces); Green (5 pieces); Yellow (5 pieces); White (5 pieces); fluo Yellow (5 pieces); fluo Pink (5 pieces); Red (5 pieces); Pink (5 pieces); Orange (5 pieces); and Purple (5 pieces). Once sold out, additional production runs are planned. Pre-order from 1st July 2026. www.ninamur.com
About the artist / OKUDA San Miguel is a world-renowned painter and sculptor known for his distinctive style of colourful geometric patterns that portray headless animals, skulls, religious icons and bodies without identity. His works often raise questions about existentialism, the universe, the meaning of life, and “the contradictions of society’s false freedom showing a conflict between modernity and our roots”: ultimately between man and the same. OKUDA San Miguel was born in Santander, Spain and began his career as a graffiti artist around 1997. Find out more about the artist at www.okudasanmiguel.com
Link to video of the artist and eyewear designer in conversation: https://ninamur.com/okuda-kromatike/
Trends for summer 2026: sculptural oval sunglasses
Oval sunglasses inspired by the 1990s continue to be a feature of the independent eyewear collections. The most alluring styles from independent designers are sculptural with subtle curves and definition in the eye-catching detailing and handcrafted bevelling
A feminine classic, worn by icons and adored by designers, the oval sunglasses style is a summer essential again this year. Reemerging as a favourite shape for several seasons, this summer the style comes in interesting sculptural iterations, with playful layering and thicker constructions creating a new distinctive character in each look. Above: Tanger by Lafont Paris
Lafont Paris interprets the femininity of the oval style through its historic archives. Model Tanger is the latest in a long line of Lafont ovals, dating back through decades and produced in the Jura using traditional artisanal techniques. Like the collector’s Pacifique and the layered or “sculpted” Electre before it, model Tanger is a striking model this season – a celebration of femininity with a distinguished retro feel that conveys the brand’s rich heritage. Historic creative eyewear brands such as Lafont Paris continue to develop creative eyewear collections by means of their close and long-standing relationship with their makers in the Jura and a fastidious attention to specialist design concepts with fine workmanship to interpret every nuance and detail with precision. Find out more at www.lafont.com
One of the most influential oval-shaped styles of the 1990s – the Aldo by Selima Optique – has had an enduring success. The original model Aldo was worn by Carolyn Bessette-Kennedy at the time, and became her signature eyewear shape. The Carolyn sunglasses, based on the original Aldo were worn by the actress playing Carolyn – Sarah Pidgeon – in the 2026 TV series Love Story. This frame comes in a variety of colours including auburn tortoise and classic black. www.selimaoptique.com
Cal Akoya by Komono is part of “Turritella”, an edition that celebrates vibrant colour, fluid forms and the power of creativity rooted in nature. These frames have curves, contours and details with an organic look inspired by Turritella shells – the elongated tower shells that have a distinctive twisted effect. www.komono.com
This feature is by Clodagh Norton / www.eyestylist.com. We selected three frames by independent eyewear brands to reflect the current popularity of the sculptural oval-shaped eyewear designs. AI was not used in the process. All rights reserved.