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.
www.theo.be