Danish eyewear brand ProDesign unveils its Fall/Winter 2025 collection under the slogan “Details define us.” Staying true to its DNA, the brand explores a refined take on design, balancing formal purity, technical precision, and subtle color work. What’s the guiding principle behind ProDesign FW25? The collection revolves around a central idea: detail as identity. Every […]
A new era for European eyewear
Headquartered in Aarhus, Denmark, Design Eyewear Group is already known for its signature brands: FACE A FACE, WOOW, ProDesign, Kilsgaard, Inface, Nifties, and Alium. With this latest acquisition, the company strengthens its design-driven identity while entering a new league in global fashion optics.
The takeover includes the licensing of JOOP!, Jaguar Eyewear, and Morgan—each with its own strong brand DNA. Jaguar blends automotive elegance with masculine sophistication. JOOP! channels bold urban chic. Morgan speaks to the modern, style-conscious woman.
The rebirth of MENRAD
MENRAD, a legacy brand founded in 1896, is now fully under the wing of DEG. The acquisition includes design rights, technical assets, and full creative control. A new chapter begins—one that balances tradition with innovation.
“We saw untapped potential in MENRAD. It deserves a new narrative—one that celebrates its heritage while projecting it into the future,” says Lars Flyvholm, CEO of DEG.
Strength in diversity
Design Eyewear Group’s strategy is clear: preserve each brand’s identity while infusing it with fresh, contemporary design. Collections will reflect the essence of each label—authentic, stylish, and globally relevant.
This is also a decisive step toward expanding DEG’s North American footprint, with an eye on the US and Canadian markets where these brands already enjoy recognition.
Powered by design, inspired by purpose
Design is at the core of everything DEG does—and the creative direction behind this expansion reflects that vision.
Also read: our exclusive interview with Claire Ferreira, co-artistic director at Design Eyewear Group, about her creative process and what’s next for the collections.
Design Eyewear Group isn’t just designing glasses—it’s reshaping the future of eyewear, brand by brand, with style and intention.
Further reading :
F Collection eyewear by FACE A FACE : a free and expressive vision
The F Collection eyewear by FACE A FACE opens with a clear intention: giving shape to a freer, more expressive, more character-driven approach to design. From the very first line, the collection embraces a new visual language, blending retro influences with futuristic references. Each frame—FIZZ, FILL, FLARE, FLOW and FROST—explores a visual idea with its […]
WOOW Let’s Play: the eyewear collection that breaks the rules
WOOW Let’s Play is the new eyewear collection by Design Eyewear Group, created for those who love to push boundaries and play with style. More than a functional accessory, these frames are designed as a playground of creativity — blending transparency, color, and bold shapes to reinvent the way we wear glasses. Inspired by the […]
William Morris London Glasses: Luxury, Creativity, and London Identity
William Morris London glasses embody a unique encounter between British heritage and modern design. Since its very first collection, the brand has drawn inspiration from London’s most iconic landmarks to create eyewear that blends timeless elegance with contemporary flair. Balancing discreet luxury, bold creativity, and a distinctly London identity, these glasses appeal to both fashion […]
Face à Face F Collection: Sculptural Eyewear with a 3.0 Vision
A Vision Already Set on Tomorrow The Face à Face F Collection is a radical reinvention of designer eyewear. Drawing on 30 years of avant-garde style, the French brand celebrates its entry into the 3.0 era with a collection that blurs the lines between art, design, and technology. Each frame is sculptural—like a letter in […]
Prodesign Denmark 2025: SPARKLE and SIGNIFIC Take the Spotlight
Prodesign Denmark launches its 2025 season with collections that push the boundaries of Danish design. True to its artisan roots and aesthetic precision, the brand introduces frames that blend personality, structure, and comfort. The spotlight is on SPARKLE and SIGNIFIC — two bold collections redefining expressive eyewear — alongside the technical innovation of PROFLEX ACE. […]
