Ørgreen Optics Autumn/Winter 2016

“Freedom: Dada Dada Dada, a roaring of tense colors, and interlacing of opposites and of all contradictions, grotesques, inconsistencies: Life.”

_Tristan Tzara, Dada Manifesto 1918

My grandmother used to say: “The one who holds ordeis only too lazy to search.” Therefore, one can be glad, that Ørgreen isn’t one of the lazy ones. In that specific moment, when order meets chaos – inspiration occurs. The Danish brand put a lot of that inspiration in their new Autumn Winter 2016 campaign. Freed from convention and restriction, they’ve created a brilliant mixture between contrasts. By mixing Dada and Le Corbusier, Ørgreen hits the three C’s: Contrasts, chaos and creativity. Well done!


sharp lights & soft shades
cold concrete & warm skin
solid walls & hazy air
clean lines & dynamic curves
utopia & dystopia
logic & absurdity
clarity & ambiguity
purity & provocation.

Dadaism’s avant-garde drive to overthrow status quo by letting loose dissonances and dissolutions in a burst of laughter, dandyistic and daemonistic, echoes the Ørgreen attitude founded in a will to break the order, to transgress expectations and go a little mad. To encourage individuality and seek freedom all around. Doing not just the unexpected, but the unimagined.


"We are human and true for the sake of amusement, impulsive, vibrant to crucify boredom."

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