Value proposition

Take another look. We’re out to shake up the industry with bold new perspectives on all-things eyewear.

Same-old wasn’t working for us – so we created something new. Since arriving on the scene from Amsterdam in 2013, we’ve been changing the eyewear game with our thoughtfully designed frames, transparent pricing, and original collabs with some of the most exciting creative minds out there.

We’ve got our eye on greater things still. Our goal is to be a driver of positive change in the eyewear industry for people and planet. We’ve made inroads as a B Corp. The endgame? Reach net-zero emissions by 2050.

What we believe in:

- Come as you are

We’re a diverse, international bunch — and we wouldn’t have it any other way. It’s what makes us unique, after all. We embrace inclusivity, champion equity, and respect all points of view. True to our Dutch roots, we’re down-to-earth and encourage everyone to be themselves. Always.

- Work hard, but take it easy

Yes, we take the serious stuff seriously. We’re ambitious, hard workers, with big goals and ideas that require passion, effort, and collaboration. But we also try to have fun along the way! We celebrate our wins, share our failures, and bring optimism and positivity to every new challenge we face. Teamwork is where we get seriously good at what we do; we love challenging ourselves and learning from each other in order to move forward.

- Help us create actual change

Our mission is to be a driver of positive change within the eyewear industry. We’re very proud to be a certified B-Corp, but we still have a long way to go. As a maker & seller of things, we know that the actions we take have an impact on both the natural environment and on the communities where we engage. We’re working hard to reduce our environmental impact, and to ensure our employees & wider stakeholders stay healthy, balanced, and are treated with respect and dignity.