BROADER HORIZONS // EINSTOFFEN UNCHAINED COLLECTION
For the title of this year’s Spring collection, eyewear brand EINSTOFFEN chose Unchained as a battle cry for freedom. Another pop culture reference, perhaps staying true to the cineaste brand’s tradition for frame names inspired by blockbuster films? Or perhaps a political statement in light of current turmoil on the world stage? Upon closer inspection, the many different layers of meaning behind the Unchained Collection become apparent, which our Label Update reveals.
On one hand, the creatives see Unchained as a strong commitment to independence. That’s because even ten years after its founding, EINSTOFFEN still firmly belongs entirely to its four original founders – a clear statement against the rise of large-scale retail chains, major investors and mainstream distributors. The brand has grown to prominence with the support of independent retailers and kept the faith through the years. In that light, Unchained can be considered as a gesture of gratitude and appreciation of solidarity to EINSTOFFEN’s customers, which will be probly proven even more loyal to the brand in the future.
On the other hand, Unchained marks a clear break in the brand’s established design language. Although EINSTOFFEN has built a reputation mostly for working with wood as a raw frame material and their wooden frames have garnered a total of four German Design Awards in 2018 and 2019, the Unchained collection marks an emancipation. A move away from being tied down to working with wood or stone in all designs.
Case in point: The new collection’s »Konstrukteur« model features a thin-rimmed titanium frame, which despite the total absence of wood stays true to the EINSTOFFEN design DNA. Then again, the brand also remains faithful to natural materials: As a true collection standout, the »Silberschmied« sunglasses frame is crafted from elegantly grained woods such as peach root. The frame combines subtle micro-engravings and natural wood grain on warm royal chestnut – all hand-crafted of course. Speaking of sunglasses, the Swiss brand likes to play with matted reflective lenses as well as clip-ons that can be tailored toward the individual customer. This once again pays homage to the many individualists in the brand’s fan base, which have enjoyed the EINSTOFFEN offering from day one. In the prescription segment, the »Schnapsbrenner« is a stunner featuring a heated natural acetate front section paired with wooden temples.
With the Unchained Collection, the creatives at EINSTOFFEN are breaking free from pre-established conceptions regarding their brand in the eyewear community. Freed from any types of restraints, EINSTOFFEN still remains EINSTOFFEN while daring to be different and taking the brand to new creative heights.
Find out more: www.einstoffen.ch
Brand Profile at Spectr.