Theo loves you…….. the slogan from a brand of eyewear which really stands out from the crowd. Theo is renowned for its love, colour, humour and crossing the line of what a frame should be and can be.
It all began as a memo on an order form which has developed from the original slogan ‘do not just see better, also look better’ into the slogan Theo is known for day, ‘Theo loves you’. For the most headstrong Belgian brand of spectacles this motto connects everything they believe in, every decision, every collection.
It was the love for their clients that made Wim Somers and Patrick Hoet two Belgian opticians, to design and present an eyewear collection under the name Theo. (an anagram of Hoet’s surname). They both wanted to be able to offer their customers something that was different from the mainstream glasses which were available at this time.
In 1989, the first Theo collection was produced and it was truly ground breaking.
Starting as a small family business the collection only reached the avant-garde but with each new collection it became increasingly easier to reach a wider audience. Theo attended its first trade show in Paris and sold 300 frames ‘guerilla-style on a stair case. As the brand has grown Theo has collaborated with artists as designs and has always supported the arts, sponsoring fashion students and has its own art gallery. This love for the arts and the cross over, between fashion and eyewear really shows throughout every piece in Theo’s collection. They really are true works of art, showing imagination, a fabulous colour palette and technically brilliant. Theo don’t follow trends and they’re not afraid to experiment. Each ’family’ is designed for the individualist with love, humour, crossing the line and most of all to bring a smile to the wearer.
Today, more than 20 years later, Theo is sold in 1,400 stores across 50 countries…There are just 26 stockists in the U.K. and we are very honoured to be one of them and part of the Theo family.
Theo loves you………….and we love Theo
Theo + James – Plié
The Belgian designer James Van Vossel came up with an ingenious new way of structuring a pair of glasses based on folding. That’s right, the new Plié collection is made up of frames with end pieces that have been folded first forward, and then back, seamlessly transitioning into the temples. The four James models offer folding in Dutch, French, Italian and Portuguese: Plooi, Pli, Piega and Plissado.
Eye-witness – Theo likes to keep your brain on its toes!
Theo likes to look at things from a different perspective. That’s how to spark creativity and keep your outlook fresh. In their everyday work, designers, architects and artists are constantly in contact with the literal version of ‘perspective’ or ‘representing depth in a painting or drawing’. By drawing an object on paper in perspective, you can create an illusion of volume. theo interpreted a drawing of a pair of glasses quite literally, added a whiff of magic, and voilà, the latest eye-witness collection was born. An optical illusion like nothing you’ve ever seen before.
For the third time Belgian eyewear brand theo works together with designer James Van Vossel. Again James came up with something amazing, yet seemingly simple. But there’s more to it than meets the eye.