We want to celebrate, highlight and empower people to be whoever they want to be. We understand that we are not one thing, we seek to break down the barriers that currently surround optical purchases, encouraging people to not be defined by a single frame over a long period of time. We want to celebrate a universal truth: we are complex beings made up of many thoughts, constantly changing feelings, urges, wants, needs, likes, dislikes - and that is what makes us uniquely individual. 

We design quality, handmade frames at a fair price: €98 including prescription lenses, or €298 for varifocal. Transparency, best-in-class service and a stellar customer experience are key to our brand philosophy as we continue to make eyewear an accessible accessory for everyone.

Come join us.

our locations


Our office is a big open space located in an up and coming neighbourhood Amsterdam East. Our team lunches are freshly prepared every day with organic ingredients and we even have our own bar and in-house DJ for the Friday fun.


Our stores across Europe are an extension of our creative brand identity. They're all thoughtfully designed and showcase custom-made artwork by inspiring, many times local, artists.