Interviews | January 31, 2019


Emilia Lindmark is proud to tell us about the evolution of EOE – a brand made out of recycled acetate frames…

words Elisa Zanetti

Emilia and Erik Lindmark were driving their snowmobile when they had the idea for creating EOE. They were talking about the place where they live – Swedish Lapland – and how unique it is, so they decided to start a brand taking inspiration from snow, Northern Lights and barren beauty. Partners both in business and in life, they had studied design and they both need eyewear.

You say that your style is a mix of the simplicity of Scandinavian design and the breathtaking beauty of nature. In which sense?

I would say simple in the way we make classic frames that will last, due to our sustainable and Scandinavian mindset, but also the colours are carefully made in a transparent or milky palette that can go with your skin tone. Breathtaking, in the way that we use nature and Lapland in our glasses. It can be details of reindeer antlers (the reindeers shed their horns so it is a natural product) birch trees and recyclable steel.

You were the first to make a sustainable collection of eyewear in Scandinavia in 2010…

Sustainability has always been a natural part of EOE. We went into running a company thinking that we wanted to make sure not to leave too big of a climate footprint. Sustainability will shape the fashion and fast fashion industry even further in the future. Every business holds a great responsibility towards its customers. We need to make it easier to make a better choice that takes the environment into consideration. We use phthalates-free material and recycled steel, so the glasses are 100% biodegradable.

How much does nature influence your life and thus your work?

Very much. In our everyday life, we live close to nature, we hike and ski. In our work, we try to use nature’s influence – such as making a Northern Lights green acetate – and also to make climate smart decisions.

In 2019 you will produce eyewear made out of recycled acetate frames. Could you tell us something more?

Yes, this is so exciting! In our industry three billion units of eyewear are sold every year around the world. What happens when people change prescriptions? For the last two years we have been developing a project that will break new ground; launching in 2019. Together with a Swedish institute we have come up with a technique for recycling old frames into a brand new material. This will be a unique material for EOE to use and will also be the first of its kind in the world.

Which are the markets where you have the best feedback?

I would say Scandinavia, since sustainability has become more and more of a focus for everyone, but also Germany loves nature in the same way as us.

Could you summarize your path and tell us your future goals?

We have grown from being a small company with sustainability and nature in mind, to a company where we try to do good for the environment and for others as well. Our goal is that the new material will also be something that other brands can obtain, to help them make eyewear from old frames and not simply by using new material. We want to close the loop and create a better future – why not through eyewear?