Brand Journey: theo
individualism - frames for human beings
If you’re looking for a frame company that prioritizes you with every design decision and every collection choice, then theo is for you. What began as a memo on an order form - ‘theo loves you’ - has become the heart of everything this brand creates. Wim Somers and Patrick Hoet, founders of theo, wanted to develop an eccentric Belgian eyewear brand that celebrates individualism - frames for human beings. This became a reality with the release of the first theo frames in 1989. Creating groundbreaking frames that blew mainstream styles out of the water, theo targeted the avant-garde - breaking away from tradition, provoking thought, and exploring new possibilities in expression and style.
Today, theo can be found in over 1,400 stores across 50 countries, with its roots in the progressive city of Antwerp, Belgium. Each frame is handcrafted and meticulously inspected to construct the perfect accessory to spread joy, fun, and spark creativity. To keep its designs innovative and exciting, theo regularly collaborates with renowned designers such as James Van Vossel, Tim Van Steenbergen, and Christoph Broich. The talented students of the Fashion Academy in Antwerp are also often consulted to give their fresh, new perspectives. The result is collections of bold and edgy frames with bright colors that exude playfulness and positivity. Notable collections include Eye-witness, Mille, and James.
The Eye-witness line stays true to theo’s commitment to individualism. First launched in 1995, the designs appear unfinished and asymmetric. This collection is centered around perspective - specifically the representation of depth in a 2D image - inspired by a drawing of a frame giving the illusion of depth. By outlining both the front and back of the frame with contour lines, the brain is tricked into perceiving a flat image has volume. To further the illusion, the contour lines are two different colours - a base color and its shadow. With 8 different colour combinations to choose from, the wearer can take their individualism to the next level. Not an easy task, theo’s Eye-witness line requires a lengthy design and production process, making each frame a labor of innovation and mirroring everything theo stands for - pushing the boundaries at every turn.
Mille, or “ a thousand” in French, was created for the millennial generation. These individuals born between the late 1970s and early 1990s are said to be self-confident and critical yet sociable and optimistic. Having grown up with technology and information at their fingertips they are up to date on almost everything and expect things to move fast. Theo has harnessed these characteristics in their trendy Mille collection. The acetate frames may appear heavy but their thin internal structure cleverly captures light, emphasizing their transparency and creating a sense of depth, while keeping them surprisingly lightweight. Similarly to the Eye-witness collection, this line is customizable with various colours, textures and finishes, allowing the wearer to express their personality. This collection is perfect for the younger generations or anyone that loves pure form.
James Van Vossel, the designer behind theo’s James collection, has designed everything from outdoor showers to floor lamps and with a focus on adding value through thoughtful design. Unique to the James collection is its metal folding system. The frame and nosepieces are cut simultaneously from a thin piece of metal and the nosepieces are then folded back. This innovative approach eliminates the need for mounted nosepieces and prevents the frame from coming between the lens and the wearer’s nose. The result is striking contrast between the heavy contour of the frame and the lightness of the nose area. To complete the collection, James created a similar frame in acetate, where the open front holds the lens while a metal nosepiece is embedded into the acetate. The result? Frames that offer lightweight comfort with innovative design.
Theo frames are easy to spot, thanks to their bright colors, playful textures, and eccentric designs. So whether you’d like to make a statement, or simply add a pop of personality to your frames, let your unique beauty shine through with their wearable pieces of art. After all, Theo loves you.
Book an appointment with a member of our team or check out our website to see the latest pieces from theo today.
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All photography captured by Cara Aitchison
