Rolf Eyewear, CEO Roland Wolf interview, January 2026

Stories

Rolf

Roland Wolf

Words Marc Renton

21/01/2026

A strong belief in the principles of sustainability, empowered by a true obsession with technology: Roland Wolf, owner and founder, unveils the distinctive soul of the brand

Rolf is a long journey that began back in 2007: how did you start, and what remains today?
From the very beginning Rolf was the result of my deep passion for eyewear and the R&D that goes into making good glasses. Like many other businesses I started with my brother Christian and two friends in my parents’ garage. From there, the journey was rapid and relentless. We essentially went from a single product, wooden glasses, to 3D printing, which today accounts for the main part of our production. Just like back then, technology remains a true obsession for us today. Wooden glasses are a constant in our collection and are aimed at a more mature audience willing to spend more, while 3D glasses have conquered a younger, more price-conscious market segment.

What would your ideal glasses be like?
For us, the glasses of the future must be ‘clever’ products, essential in their components yet simultaneously encompassing multiple functions. We have patented a hinge that embodies the essence of Rolf: it's clever and simple, having just one component, yet it guarantees maximum flexibility and durability. ‘The genius of simplicity’ is our mantra. Some elements are essential in our products: sustainability, lightness and durability, above all.

After strong appeal in recent years, sustainability is currently experiencing a crisis. How essential is it for you?
At the end of the day, sustainability has always been the leading principle of our research. When the 3D trend exploded in Germany, everyone started using PA12, a more readily available and affordable material made from oil. We spent years searching for the best solution for us. In 2018, we began investing in 3D technology, but it wasn't until 2020 that we launched our first prototype with a 100% natural material made from castor beans that's not only more sustainable but also more flexible, durable and more expensive. For years, it was said that sustainable products were more expensive, less aesthetically pleasing and less functional. We've invested heavily to solve these problems without compromise. Our work has been recognized with over 90 international awards for design, fashion, sustainability, materiality and innovation. Most recently in 2025, we received honors including the Red Dot Sustainable Design Award, the Green product Award, and the CSE award at Mido Milan, validating our commitment to pioneering sustainable eyewear that doesn't compromise on style or performance.

How difficult was it to translate this philosophy to the market?
Today’s consumers are much more aware and responsible, but the market doesn't automatically embrace our vision which is often too forward-thinking. awards are important and rewarding, but ultimately, the market is the true judge of our choices. We've always believed that our primary goal in making and selling glasses shouldn't be to make money but rather to bring about a change, however small, in everyone's lives. The best and most effective way to convey our vision to as many people as possible is to actively involve opticians, making them partners and protagonists of what we like to call #planetrolf. If opticians understand our message and sell Rolf, they can contribute to making a difference; it's very important for us to cultivate relationships with our partners, and we invest heavily in their commitment. In all the countries where we're strongest (Austria, Germany, Switzerland, the Netherlands, and Belgium), we have our own direct sales force – this is essential for conveying the product and the philosophy behind it. Anyone who sells Rolf must first and foremost be our ambassadors. We're currently doing very well in the UK, where we have a loyal distributor, and we hope to continue growing in countries like Italy, France, and the USA where we've opened our own offices.

What are the main advantages of 3D production besides those already mentioned?
The main advantage is that it allows us to avoid having stock. If we receive an order, we can process it in just a few days. We have state-of-the-art machinery, mostly purchased in Germany, which we replace every two or three years. During peak times, we can produce up to 400 pieces a day. Having all production in-house is certainly a huge advantage and allows us to have direct and complete quality control. This is why returns are very few. We also use the all scraps of powder used for the 3D glasses components to create our marketing materials, used during the fairs or by our clients for their showcases.

Originally published in Eyebook 36

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