Theo loves you… the slogan from a brand of eyewear that 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 today. For the most headstrong Belgian brand of spectacles, the ‘Theo loves you’ motto connects everything they believe in, every decision, every collection.

It was the love for their clients that inspired 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 the time. In 1989, the first Theo eyewear collection was produced and it was truly ground-breaking.

Starting as a small family business, the collection initially 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 staircase’. As the brand has grown Theo has collaborated with artists more and more. In fact, Theo has always supported the arts, from sponsoring fashion students to establishing their very own art gallery. This love for the arts and the crossover between fashion and eyewear really shows throughout every piece of Theo eyewear.

Theo glasses and sunglasses really are true works of art, showing imagination, a fabulous colour palette, and technical brilliance. Theo doesn’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.

One of the frames in the Theo family is designed in conjunction with Belgian designer James Van Vossel, who came up with an ingenious way of structuring a pair of spectacles designed on folding. Each frame is engineered with each piece being folded first forward and then backward, seamlessly transitioning into the temples. Each model is called fold in Dutch, Italian and Portuguese; Plooi, Pli, Piega and Plissado, and they come in a plethora of striking colours.

Today, more than 20 years later, Theo is sold in 1,400 stores across 50 countries. There are just 29 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.