Prodesign Denmark has unveiled “As You Are”, a new brand platform that refreshes the company's visual identity while reaffirming the values that have defined the Danish brand for more than five decades. Rather than reinventing itself, Prodesign has refined its communication through a cleaner visual language, a more confident use of colour and imagery, and a stronger focus on individuality. Debuting with the July 2026 collection, the new platform is reflected not only in the brand's communication but also across a range of new concepts and updated bestsellers that balance technical precision with expressive design. 

Among the highlights, Lock introduces a new titanium concept within the Danish Heritage collection, combining two-tone construction, hidden engineering and graphic horizontal lines to create a refined, architectural aesthetic. Edge brings a fresh acetate direction, offering bold feminine silhouettes softened by refined surfaces, with transparent and demi colourways that emphasise shape while preserving Prodesign's understated elegance. Completing the launch, Race II returns as part of the Gold collection with five masculine styles that combine technical detailing, improved adjustability and sporty colour accents, updating one of Prodesign's established concepts with a sharper contemporary look.