September 2012

4th Dimension 4663

Prodesign

This smart optical collection was inspired by the desire to create a high fashion, contemporary line of frames for the design-oriented man and woman. Even though the shapes are obviously inspired by the past – you’ll find the classic panto, the Jackie O and curvy butterfly shapes represented – the collection remains fresh and relevant, because of the cool colour choices and the way in which the acetate layers are combined. There are nine shapes in the collection; two come in two colours and the rest come in four. Suitable for progressive lenses. CN

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1061

Cutler & Gross

Bright blue captures something new for this season and I have been searching for the right tone to recommend. Here is one from the British brand Cutler & Gross! It is called deep blue and it is teamed with grey pink arms…unusual yet very neat. I like the metal nose bridge which is a trendy feature with acetate for a new look this winter. For more information on the new season styles at Cutler & Gross visit www.cutlerandgross.com CN

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Theo, Antwerp

Family Business with Individualist Approach

1st September 2012 Anticipation about visiting Antwerp was high – I’d heard many good reports about the city. But what really tweaked my curiosity was visiting the dynamically creative eyewear company, theo, based in the city recognised for its port history, and more recently, its avant-garde approach to fashion, art and culture. Communications director Miet Vaes was the perfect tour guide, escorting me not only through theo’s illustrious story, but also showing me some of the city’s highlights.

The theo tale began in 1989 when opticians Wim Somers and Patrick Hoet designed their first eyewear collection. “From the beginning, the concept was that design comes first,” says Miet, “along with the need to find a factory that can make frames to our standard of high quality – our requirements go beyond ordinary eyewear. Our frames are made in the Jura region of France in specialised factories.” The theo building hums with activity spread over three floors, with a brightly coloured interior – each floor is painted a different colour – plus a roof terrace. Located in a charming area of Antwerp, dotted with vintage clothing boutiques and antique shops, plus restaurants and galleries, it is in this creative hub that designing, marketing and sales takes place. The atmosphere is convivial and harmonious – during the winter months, employees play table tennis during lunchtime. Miet says that Wim’s “rules” includes “wearing suits is not allowed in the office.”  Theo creates not only unique frames, but forges working relationships with employees who are very loyal – several employees have been with theo for over twenty years.

 

Fruit-O-licious by theo in delectable colours

 

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Wim Somers oversees the family business – ideas are put forth from Wim’s wife and sons – who are all involved. (top photo, left to right: Mik Somers (Sales) Jamme Cardoen, Wim’s wife (Administration Optiek Boutique Antwerp) Wim Somers (Big Boss theo) Jan Somers (commercial side of theo-Optiek shop) Toon Somers (Marketing). No doubt the wellspring of imaginative creativity, coupled with the unified team spirit, has catapulted theo to the top of the eyewear world – theo frames are sold in over fifty countries, and wearers include Bill Gates, among many other high profile fans.

Belgium/European designers also bring their innovations to theo – including Tim Van Steerbergen, James Van Vossel, Christoph Broich and Serge Bracké, who have all created eyewear for the company. Theo also encourages young talent, and works with students at the prestigious Fashion Academy in Antwerp.

Always on the cutting edge of eyewear with imaginative designs, the latest theo collection is called Fruit-O-licious- with deliciously exotic names – MelOn, LemOn, COcOnut, MangO and AbricOt. Two acetate colours are combined to create an illusion that one frame was made by assembling two frames. Technology, fashion, creativity and ingenuity unite harmoniously at theo, celebrating their third decade of eyewear innovation. Coming soon on eyestylist.com – more exciting theo news! www.theo.be JG

Azami Optiek In The Hague

Chic Boutique with Personality

1st September 2012 As I stepped out of the taxi at the entrance to a flower filled street in The Hague, I realised I was in one of those wonderful locations about which people dream to open a business. Azami Optiek is a spacious, elegant shop just steps from the golden gates of Queen Beatrix’s Palace. A protected pedestrian zone, flowers line the street, and the lovely atmosphere continues when you enter Azami’s shop, with its openness and fresh approach to eyewear. It was really a pleasure to enter this tranquil eyewear oasis, and receive a friendly welcome from Bijan Azami and his capable staff.

“When the shop was designed, it had to reflect me – my personality,” says Azami, “and I wanted this reflection of me, and the way I want to do business – it wasn’t about selling.  It is helping to choose – that is different. It’s like being a guide: for many people eyewear is a new field. When you connect with the person, you can feel what they want.” The boutique has a family history, about which Azami is proud and happy to relate. “Actually, before I opened the boutique, it was a Persian carpet shop for thirty years, that belonged to my father. He was going to step down, and thought it would be a good location for an optical shop. My father helped me with many of the non-optical things in the shop, so he continued to be active. It was a gift to work with him; we were companions, and had a good five years together, before he passed away.”

Azami brings the same precision to his selection of eyewear, as he did in creating the lovely interior to present the collections. “When I choose a brand, I look for quality, good design, continuity of the brand, and the service of the brand,” he says, “and these are the prerequisites, plus an identity. We have only independent designers here – Face à Face, Anne & Valentine, Dita, Reiz, Rolf, Cutler & Gross, Derome Brenner, Mykita and more. There are different reasons why opticians choose a brand, including innovation — it’s an ongoing process, including the creation our own designs as well, in buffalo horn and acetate.”

Elegance and refinement at Azami Optiek

Azami clients come from all walks of life, and word-of-mouth has proven highly successful. “The customer IS the brand,” declares Azami, “and the frames in our shop have no logos, no labels. Our customers come to use for their exam- we have the best machines – quality, the products, service, expertise, advice – and that is why they come to us. We are still doing well, even in this economy.”

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Azami’s passion for eyewear goes beyond fashion and frames – he believes that there needs to be more information about eye health and care to underdeveloped nations. “Do you know that one billion people could be helped? I want to bring sight to people.” He is actively working on a programme to provide basic techniques in education and health, plus organising micro credit to countries were sight problems are particularly prevalent. “The inner cannot be without the outer, and design cannot be without meaning. The eyes are the mirror of the soul, and glasses are more than an instrument to see better.” www.azami.nl JG

 

New moods

Elke Kramer joins forces with Colab

1st September 2012 Australian jewellery designer Elke Kramer is the latest fashion name to work with Colab, the Australian sunglasses brand that teams with designers from different disciplines to create one-off limited sunglasses collections. Classics are reworked in this two-piece line that focuses on the traditional beauty and shine of acetate. The romantic retro design of Le Vin, above, stand outs in tortoise – it is also offered in purple and black; the edgier, more masculine flat top La Mort, comes in olive and black (pictured below). Find it here – www.colab.com.au/shop/elke-kramer/elk002t_le-vin-tort/

To see Elke’s jewellery visit her eponymous website, where you can find one-of-a-kind rings, necklaces, pendants and chic silk scarves: www.elkekramer.com

 

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Pictures provided courtesy of www.colab.com.au. CN For more on Colab on Eyestylist.com, click on the link:

www.eyestylist.com/2012/04/colab-and-jonathan-calugi/