Boutiques

A sustainable vision: Optanicals, Weimar, Germany

A new German store specialising in sustainable eyewear

Bringing a new meaning to ‘sustainable eyewear’, OPTANICALS considers their impact on the planet in every aspect of their business model – even their name takes inspiration from Mother Earth. With frames in wood and beans to styles in recycled repurposed materials and strictly fitting their store with old furniture – to name just a few of these endeavours – the company truly sets a bar for optical businesses looking to make a step towards a greener future.

“Our motto is “sustainable optician” explain owners Tina and Paul.  “We are usually looking for sustainable producers exclusively. In fact, the options in this area are rather limited and therefore the selections we do make are also smaller. Our brands are made from recycled plastic, metal, ocean plastic, wood and even beans – we have created our own brand, and we also sell Rolf Spectacles, Sea2see, Dick Moby and neubau. The materials have special properties and have a long product life, which are both very important to us. We think that fast fashion is receding more and more into the background, and we want to avoid that.

“…we hope that our concept will be well received and that more projects with sustainability in mind will be implemented in the optical industry in the near future. Our goal and wish is that we can open more shops in Germany and thus enable more people to choose new glasses with a sustainable approach.” Optanicals

Optanicals – a new sustainable eyewear store in Weimar

Optanicals have even gone as far as creating their own brand, crafted in wood and manufactured close to the Weimar store. “We can adapt the glasses individually to each customer and our frames are characterised by their comfortable fit as well as their lightness. We also stock Rolf frames that are made from castor beans and are incredibly strong; they’re made from the castor bean plant using 3D printing. You can sit on them, tie the temples, and even twist the temple hinges completely without breaking the frame. Other frames we stock are made from recycled metal and plastic, these have a very comfortable fit and are mostly unique. Some especially individual frames, are Sashee Schuster´s range – she works with flowers, grass, feathers, and coloured peppers.”

Asked if there was a particular moment or turning point that stands out in terms of when they realised they wanted to live and work more sustainably, the co-owners are open. “Both of us, independently of one another, have already become attached to and hold sustainability at a very high level of importance. The problem at the beginning was more ‘how do we make this  accepted’ and then ‘where does  it make sense to try out our concepts?’. Above all, the idea was not well received by everyone. People met us with criticism, they might talk about “greenwashing” or make comments like “can you eat the frames then?” from time to time. But our decision was made during a hike, when I called Paul and said: “No risk, no fun. We’ll  just do it now….” – and so, our  sustainable store was born.

100% Optical 28 FEB - 2 MAR 2026, Excel London
LAMARCA EYEWEAR
MOREL
Article One
IYI YOU MAWO
MIDO
FACE A FACE
SILMO Paris
Götti Switzerland
JISCO
Blackfin
LOFT
J.F. REY
Paloceras
OGI Eyewear
rolf. /></a></div><div class=Look
DIFFUSER Tokyo
TVR True Vintage Revival
SALT.
OTIS Eyewear

On transparency and the development of sustainable collections in eyewear, the team is knowledgeable, passionate and open. “Every pair of glasses made from newly acquired, raw materials is a step in the wrong direction, and the packaging and production methods are just as much a part of the product” they explained to Eyestylist. “You should always look at the whole picture, not just one part of it. The glasses are not just a product in themselves, they represent the manufacturer’s attitude towards sustainability and its implementation; think about transport routes, production methods and materials. All of this should be completely sustainable, which it is not right now; only at that point will we have reached our goal!”

“We are trying to implement an entirely sustainable business model,” they explained. “From frame materials, to shorter transport routes and production within Europe. It’s also important to us that the manufacturers control the direction of CO2 neutrality. This is why we decided to use Zeiss lenses, made for our customers in Germany. Zeiss also chooses ‘blanks’ that do not produce so much waste. As we mentioned, we decided on fitting our shop out with strictly old furniture and materials, on top of that we are going completely digital, avoiding paper waste. Our glasses cleaning set consists of a linen bag that Paul’s mum sewed for us, and we refill the glasses cleaning spray free of charge. Oh, and our neighbour will soon be making glasses ‘cords’ for us from old garbage bags. We also hope that we can afford a new filter system for our grinding machine in August, this would filter any plastic from the water circuit of the system. What is filtered out can then ultimately be recycled and thus found a new use – as you can see, we have done a lot, but we know we still have a lot to change.”

Optanicals in Weimar is run by Tina and Paul

For store design, the simple approach is a breath of fresh air, original and clear with the sustainable message.  “Our colour concept was already in place before we even found our constructor. Since the theme is sustainability and our name “Optanicals” is made up of the words ‘Botanicals’ and ‘Optician’, a green colour scheme felt only natural. When we were looking for our interior designer, one thing was of absolute importance; no new furniture. So, we found an interior designer via Instagram who knew how to give new life to old furniture; he took up the colour concept and implemented it with vintage furniture. We were more than lucky finding him and we know no one could have been a better fit. Each piece we have is unique and his eye for the overall aesthetic was really outstanding. A favourite example is our till: old doors were converted in such a way that it would have a new use. Our business is uniquely sustainable and there is nobody like us in the world!” For more information about Optanicals, visit www.optanicals.de

Kaufstraße 18, 99423 Weimar, Germany

Co-written by Victoria L. Brunton and Clodagh Norton. An exclusive feature by Eyestylist.com.

10 questions – Daniel Brunson: Hicks Brunson Eyewear, Tulsa, Oklahoma

In a new conversation series with personalities in optics, we talked to Daniel Brunson, the owner of Hicks Brunson Eyewear in Tulsa – whose taste for great glasses and luxury brands we’ve come to enjoy @hicksbrunson and @daniel.g.brunson on Instagram. The store is located at 2020 Utica Square, Tulsa, Oklahoma 74114. Above: Daniel wears Orion by Masunaga x Kenzo Takada

1/What’s your USP at Hicks Brunson? We carry a wide selection of independent eyewear that skews towards the high-end luxury segment, and we take opticianry seriously.  We take as much time as needed to style and fit our clients, and we get to know them on a personal level so we can understand their unique needs.

2/From where has your taste for luxury eyewear grown and evolved? I brought Tom Davies eyewear into my store in 2007, and at that point I realized the importance and the value of working with independent designers.  I met Tom in person a few years later at Vision Expo West in 2009, and I realized he was someone I wanted to continue to partner with.  I eventually carried his luxury horn and sterling silver frames.  I even carried two sunglasses he once made that had salmon skin on the frame fronts.  He and I reminisced about the salmon skin frames at Vision Expo East this year, and we both agreed that we don’t think anyone else has probably ever used salmon skin on a frame.  I eventually went on to carry luxury brands like Leisure Society known for 18K and 24k gold plating.  My most recent luxury brand acquisition was bringing in T Henri this year at Vision Expo East.  I am very excited about working with Tyler and his beautiful line all inspired by the world’s rarest performance vehicles.

MOREL
LOFT
JISCO
J.F. REY
MIDO
FACE A FACE
LAMARCA EYEWEAR
Article One
Paloceras
TVR True Vintage Revival
Blackfin
SALT.
100% Optical 28 FEB - 2 MAR 2026, Excel London
Götti Switzerland
OTIS Eyewear
SILMO Paris
DIFFUSER Tokyo
IYI YOU MAWO
Look
OGI Eyewear

4/ Do you have a go-to frame for special events and parties? That would my signature special event look, which is a frame by Masunaga. It is the model 000 in classic black. I love this frame for the bold and thick silhouette, the seven-barrel titanium hinge, and the fact that it has been made since the 1960s which makes it iconic in my mind. I have recently updated the lenses to the new Transitions XTRActive Polarized technology.

Hicks Brunson Eyewear in Oklahoma
This feature is an Eyestylist Exclusive. All rights reserved.

Vis. – Salt Lake City, Utah

A space for art + a store for eyewear

Founded during 2019 by Stephen Lundquist in Utah’s Salt Lake City, Vis. is an optical boutique with a contemporary twist. The store specialises in independent, niche eyewear labels whilst simultaneously showcasing the work of both established and upcoming artists as 801 Salon, via special events every month.

“I grew up revering the arts and always considered artistic expressions as something divine and pure,” Lundquist told Eyestylist. “At the same time, I was too scared to take on something artistic as a profession, as I had only heard about the financial risks. I also didn’t see or have other people in my life taking those artistic chances. When it came time to choose a career, I found myself moving towards medicine: I always excelled at school and thought it would be a logical choice. So, because I’d heard about the healthy work-life balance in optometry, I moved forward with the hope of having time for creative endeavors on the side.

After I went to UC Berkeley, for optometry school, I worked for a few great practices in the Bay Area. It was from my experience in those jobs that I realized in order to be happy, I had to do things differently. I couldn’t work all day in a space or work with products that I didn’t find inspiring. Then I worked on cultivating relationships in the industry and researching product and design which allowed me to bring that creative right-brain approach into work.” After years of research, he opened Vis.

Interior: the huge contemporary airy space at Vis.

Lundquist grew up in a suburb of Salt Lake City and missed the mountains and a slower life. “My wife and I have a couple young kids and we wanted more time outdoors,” he explains. ” SLC often gets lumped in with the rest of Utah, but it is a counter-cultural oven in a way that Austin is for Texas.  It is growing immensely and there are some incredible creators doing unique things here.”

FACE A FACE
OTIS Eyewear
Blackfin
MIDO
100% Optical 28 FEB - 2 MAR 2026, Excel London
LAMARCA EYEWEAR
SILMO Paris
Paloceras
MOREL
IYI YOU MAWO
Look
SALT.
DIFFUSER Tokyo
Article One
LOFT
rolf. /></a></div><div class=Götti Switzerland
JISCO
J.F. REY
TVR True Vintage Revival
OGI Eyewear

Working with a close friend, the identity of the store itself evolved quite naturally. “My friend is a designer and branding genius. We worked together on the identity of Vis. where he helped me realize that at its core, we are an experience that is informed by this concept of inspiration and exploration” says Lundquist. “Our goal is to allow a space for guests to reinvent or discover new aspects of themselves or the world around them. We wanted a physical space that allows for that.

His wife is a choreographer who was wanting to find a space to showcase local artists and performers which is exactly what I was wanting to host, so we created the 801 Salon (the local area code and our building address are both “801”) which is based on the older concept of an arts salon. With the Salon, we host monthly art events in which we showcase multidisciplinary artists.”

Vis. art space / eyewear store

The mix of frames at Vis. is highly curated, focused on “niche and proven independent designers” – currently including VAVA, Lapima,  Kuboraum, Jean Philippe Joly and VADA eyewear from Austin Texas.An odd optical climate in Utah led me to look for designers that can’t be found everywhere else, he explains when we ask about the selection process and criteria considered to stock a brand. “I knew that I wanted to work solely with independent designers from the get-go where quality is paramount and brand names can’t be relied on. From digging deep, I was able to find these niche corners where people are making beautiful product with beautiful stories. I care about design, quality, and stories. When those line up, there are fireworks.” Asked if the customer base crosses over between those who come for the art studio those who come to purchase eyewear, the answer is yes and no.I don’t know how much business has come from the 801 Salon. There definitely has been some good business but I frankly don’t care too much about that – I want art here for art’s sake. We don’t show product during those Salon events – I don’t want artists to feel like they are acting as an advertisement. But, those people that do come by become aware of what it is that we do, and they’ll be back.” Address: 801 S. 800 E. Salt Lake City, Utah

Co-written by Clodagh Norton + Victoria Brunton – Eyestylist.com

Mr Tortoise, Soho, London

Petite eyewear store with curated collection in the heart of Soho’s unique shopping hub

OTIS Eyewear
Look
TVR True Vintage Revival
DIFFUSER Tokyo
SALT.
JISCO
Paloceras
Götti Switzerland
IYI YOU MAWO
Blackfin
MIDO
Article One
LOFT
J.F. REY
MOREL
OGI Eyewear
100% Optical 28 FEB - 2 MAR 2026, Excel London
LAMARCA EYEWEAR
rolf. /></a></div><div class=FACE A FACE
SILMO Paris
In a destination neighbourhood revered for exclusive fashion, food and design, Mr Tortoise is the most recent addition to the plethora of eyewear stores and eyewear chains in this area of London, and the first specialist to bring a curated artisan selection of frames that is fresh, luxurious and selected for exceptional quality. The collections presented include a substantial display of designs by the highly acclaimed handmade label Rigards by designer Ti Kwa.
Located on Brewer Street at the entrance to Farrier’s Passage, a path which leads to the chocolatier William Curley, the Billy & Bo salon and courtyard cafe Hideaway Coffee, this eyewear corner shop is owned by Greg Karipidis, a Greek expert in luxury eyewear collections, with an existing Mr Tortoise store he founded in Thessaloniki back in 2013. Above: Mr Tortoise was designed by Urban Soul Projects – www.urbansoulproject.co.uk
Interior, Mr Tortoise, Soho, London
With subtle reference to the design of the original store which has more of a NYC-inspired vibe, the London location, which is just 110 square feet in size, was designed by Urban Soul Project and features a floor to ceiling glass frame facade, classically styled walnut veneer fittings, and stone finish flooring…..details with give the feeling of a gentle tribute to traditional London architecture in the area. Eyewear stands are placed against the walls, slightly rotated so that the shelves are visible to passers-by.
Displays of fine frames are visible from the windows
Mr Tortoise Soho opened in 2019. The store currently stocks an exclusive selection of Rigards frames, as well as Ahlem, EYEVAN and Native Sons, with some of the collections being unavailable elsewhere in the city to date. The choices of design labels shows a clear predilection for fine artisan design and avantgarde style.
57A Brewer Street, London, W1F 9UL
Find out more at Mrtortoise.co.uk

Eyestylist interviews KEOPS optiikka, Finland

Eyestylist Exclusive: KEOPS optiikka is a small chain of optical boutiques (three stores) in Finland that curates their collections based on a simple concept: “style is a whole that consists of various choices”, eyewear being one of those choices. This is why the KEOPS range extends from ultra-trendy pieces to more low-key, classic options – ensuring something which caters to every individual’s style. Eyestylist spoke to Kari Asikainen, Chain Manager.

KEOPS has become one of the most highly acclaimed opticians in Finland, with three stores nationwide. What are the origins of the brand? Keops optiikka is well established as it has been operating in the business of eyewear for over forty years. After it’s acquisition in 1995, KEOPS was re-born as the brand we know today. I say re-born as the concept of our chain was polished a few years back; we made the decision to begin bringing in more genuine / independent eyewear labels and we refurbished our stores. The word “KEOPS” refers to the top of the pyramid. We have always recognised our brand as a high-end concept, not only in the unique assortment of eyewear we collect, curate and sell – but also regarding the service we provide to our clients.

SALT. Optics’ window display at KEOPS optiikka

As the manager, how would you describe the identity of your brand and your clientele? Our slogan – “Others talk about eyeglasses – we talk about style” describes us well. We see eyewear as part of the individual’s personal style; eyeglasses are an accessory that is in line with the wearers´ identity. Wearing eyewear that you feel comfortable with is more important than whatever is on trend. However, we encourage our customers to have more than just one pair of frames so that they can play a little bit with different styles. Our customers appreciate personal service, impeccable style and good quality. Being able to provide services through different channels is of course important, but we see that personal service is becoming more and more important as a counterforce for online shopping. Appreciation of good personal service is not an important factor only for more mature clientele, but customers of all ages look for a professional and warm customer service experience – one which we strive to provide here.

“Skandi-style” had its moment in the spotlight last year and I think it’s safe to say that moment has made a lasting impact on clothing trends to date. Are you noticing any consumer buying trends? We find that customers tend to buy less but invest in better quality; they also want to invest in themselves more. Personal service is becoming more important. Moreover, consumers tend to study the collections online throughly before even coming to the store.

KEOPS recently collaborated with SALT. Optics – a brand inspired by ‘effortless beauty’ and ‘human connection’ – could you tell us a little about how this collaboration transpired, as well as about the collaboration itself? We have had a very good collaboration with SALT., ever since we started working together in 2016. SALT. ‘s customer service – as a brand –  is excellent, and they deliver promptly. They are also really fun to work with. The product is perfectly in line with our concept, and the brand has gained a solid customer base among our clientele. We do trunk shows and window campaigns twice a year and the recent collaboration was related to our autumn trunk show. The collaboration also partnered with a Christmas giveaway campaign wherein one SALT. customer from each KEOPS store would have a chance to win another pair of SALT. frames; this proved very successful.

Look
Paloceras
IYI YOU MAWO
Götti Switzerland
rolf. /></a></div><div class=JISCO
J.F. REY
TVR True Vintage Revival
OTIS Eyewear
FACE A FACE
MOREL
Blackfin
LOFT
OGI Eyewear
100% Optical 28 FEB - 2 MAR 2026, Excel London
SILMO Paris
DIFFUSER Tokyo
SALT.
LAMARCA EYEWEAR
MIDO
Article One
KEOPS optiikka: Kari Asikainen, Chain Manager (left) and inside one of the stores (right)

The pandemic we have all endured over the past two years – and continue to do so – has made a lasting impact on all businesses in a multitude of ways. How did KEOPS navigate the extraordinary circumstances brought about by COVID-19? The pandemic has definitely had a substantial impact on our business, especially in the greater Helsinki area and in other larger cities in Finland. As a safety procedure, we closed all of our stores for a few weeks when the pandemic started; our employees’ safety was and still is the number one priority for us. Disinfecting frames after a customer has tried them on and sanitising the eye examination rooms before and after every examination has become a new normal procedure. We have noticed that many customers have had to postpone their purchase of new glasses, which has affected many customers’ eyesight. Thanks to our solid, loyal customer base we have been able to navigate the situation pretty well and have been able to continue planning and organising for next year. COVID-19 will most likely stay with us for quite some time; we just need to find solid tools to run the business and maintain our safety measures at a high level, in order to serve our customers and protect our staff in the best way possible.

It clearly states in KEOPS’ philosophy that style is paramount to the brand, and so I assume to its founder – do you / KEOPS plan on developing this passion for style into a line of ‘own-brand’ frames in the future?  That would be very intriguing. However, we have no such plans for the near future.

KEOPS optiikka: a sophisticated yet minimalist interior style

Sustainability is an issue that’s importance only continues to grow each day. To what extent, if any, does KEOPS implement environmentally friendly and / or sustainable practices into the business? Sustainability is very important for us, and we are constantly developing new ways to become more sustainable. Luckily, we are already doing many things relating to diversity and inclusion as well as some other endeavours regarding our environmental and social responsibilities. Taking care of peoples’ eyes with our thorough eye examination and being able to find early detections of possible eye diseases, may even save someone’s life – that is sustainability to us, in its simplest form.

We are also against throw-away culture and believe that buying a good quality product that lasts a long time is the key to sustainable living. We are, among other things, in the process of cutting down the number of brochures we produce in order to save paper and to avoid waste. We are also currently looking into an innovative way of recycling the old frames customers return to us. Even our lab – based in Tallinn – has been built based on sustainability, with many innovative systems such as waterless lens glazing and the reuse of waste heat generated from glazing machines. This feature was written by Victoria G. L. Brunton exclusively for Eyestylist.com – all rights reserved. To find out more about KEOPS optiikka, visit www.keops.fi – Special thanks to SALT. Optics and KEOPS optiikka for their collaboration in this feature.