In 2025 you launched Sopraterra. What feedback did you get and what’s the next step?
Sopraterra was conceived as a mindset rather than a seasonal statement. The name refers to a state ‘above the ground’, a metaphor for stepping back, observing, and designing with intention instead of reacting to trends. It was about slowing down, reducing noise, and focusing on what really matters: proportion, material honesty and emotional durability. Sopraterra marked a shift from product-driven thinking to attitude-driven design. The response was very encouraging, especially among independent opticians who value storytelling and consistency. In 2026, Sopraterra naturally evolves into Itherra, the SS26 collection. While Sopraterra was grounded and introspective, Ætherra explores the space between earth and air. It is lighter, more translucent, more atmospheric.

How has Einstoffen changed and evolved over the years?
Einstoffen has evolved into a more international and structured brand. Design is no longer driven by a single voice, but by a small team and an ongoing dialogue between creativity, market knowledge and production expertise. Careful curation of suppliers and refinement of manufacturing processes has led to a more consistent, confident and mature product language. Winning in today’s eyewear market means building trust over time. For us, this starts with independent opticians, fair value and strong service. long-term relationships with partners, agents, employees and producers are central; in the end, growth is always about the people involved. Being self-financed allows the brand to grow calmly and deliberately, guided by precision, responsibility, and a balanced dialogue between design and planning. Einstoffen’s distinction lies
less in being loud and more in attention to detail and restraint. A lot of care goes into small elements that give the frames character and a sense of life without them ever becoming over-designed or hard to wear. This balance between expression and wearability is key for us; it allows the product to perform well at point of sale while remaining emotionally engaging.

What is your ideal final customer?
The ideal customer is design-aware but not trend-driven. This is someone who values quality, subtlety and objects having character and details. They are curious, culturally interested and appreciate products that feel considered, authentic and relevant over time. For them, eyewear is a natural extension of their personality.

Originally published in Eyebook 36