What began as a small memo on the top of an order form has now matured into a slogan for the most “headstrong Belgium brand of spectacles”: ‘theo loves you’. It is this motto that acts as a glue which holds the brand together and influences every collection and every decision it makes.
In 1989, opticians Wim Somers and Patrick Hoet launched their own glasses line so they could provide their customers with something better than the mediocre mainstream spectacles that were popular at the time. (P.S theo is actually an anagram of Hoet).
Made especially for the individualist, the brand has created a lot of interest among trendsetters. Today, more than 20 years later, theo is sold in 1,400 stores across 50 countries and theo loves them all!
Here are just two of the theo collections and the inspiration behind them. If you’d like to know more click here to visit the website
graffiti for your face
Graffiti has been around since the Romans but what does graffiti represent? It’s almost everywhere you look when you are walking down the street. ” It turns a bus stop into a canvas, a decayed wall into a pamphlet, a passing train into a cry for love.”
theo believes that graffiti is the expression of personal opinion. A bold identity who is often rebellious, and always upfront.
“Your nose a canvas, your glasses a tag, the street as a social medium. With a theo from the Graffiti collection on your nose you automatically have ‘street cred’.
La beauté est dans la rue.*”
Where most designers think of the lenses as an afterthought, at theo they are at the forefront. After all, it is the lenses that are vital for the functionality of the glasses. For this reason, James Van Vossel, theo’s firebrand agitator, says there is “No glasses without glass”. For his latest collection ‘Outlines’ the designer used the shape of the lenses as a foundation block to create the frame around. This allows him to “extend the existing vocalbulary of the lenses” and enables him to continue this movement of design into the frame.
Here are the details for our Theo trunkshow this month. We hope to see you there!