What began as a memo... on an order form has developed into the slogan for the most headstrong Belgian brand of spectacles: 'theo loves you'. To this very day the motto connects everything theo does, every decision, every collection. It was the love for their clients that made Wim Somers and Patrick Hoet, opticians with their own store, decide to design and present a collection under the name of theo. Why? Well, simple: because they wanted to offer their clients something other than the mainstream glasses that were selling at the time. So, in 1989, the first theo glasses became a fact. And they were groundbreaking.
Originally theo only addressed the avant-garde. Later however, the glasses began to appeal to a wider audience. But theo always had a soft spot for the individualist. So in order to generate interest among trendsetters again, 'Eye-witness' was launched in May 1995. These spectacles were apparently unfinished and asymmetrical. Eye-witness wearers are often men and women who are kindred spirits. The Eye-witness line still exists today and every year new models are launched.
Photo: Infamous Duo Styling: Rachael Churchward Hair: Jannine Jones Make-up: Kiki Stanners Model: Emma Kate Boyd at Clyne. Courtesy of Black Magazine
In 2004, theo announced its co-operation with the German-Belgian designer Christoph Broich. This cross-pollination between fashion and eyewear proved a hit. The sunglasses Broich and theo were recognisable by the safety pin in the spring. Four years later, theo started collaborating with Belgian designer Tim Van Steenbergen on its new collection of sunglasses. The two Antwerp labels joined forces and have since been producing spectacles that radiate glamour and sophistication. In 2012, theo & Tim presented their forth collection together. And they are working hard on the next one.
To celebrate its 20th birthday, theo presented the ‘VinGtage’ collection at Mido 2007. theo is famous for its small glasses, of course, making this 'Vingtage' collection (vingt ans d'age! = 20 years in French - one of Belgium's official languages) quite a departure. The focus has definitely shifted from the eyes to the face. Yet these glasses are in no way similar to what people wore some forty years ago - these are spectacles for the present times, and indeed spectacular.
theo like to be unpredictable. For a new optical collection in 2010, theo started working with James Van Vossel, a creative spirit who was given carte blanche, resulting in a series with no equivalent. More models to come!
And so, theo keeps on surprising!
theo loves you!
Photo: Infamous Duo Styling: Rachael Churchward Hair: Jannine Jones Make-up: Kiki Stanners Model: Emma Kate Boyd at Clyne. Courtesy of Black Magazine.
Mortimer Hirst is the exclusive Auckland stockist and carries the largest collection of theo eyewear in New Zealand. For further information on theo, please visit the Mortimer Hirst web site: http://mortimerhirst.co.nz/Content/BrandPage.aspx?BrandID=9