Helden – Optical heroes & heroines

Sarah is wearing #11 in honey, by Helden Optical. Helden is Dutch for Heroes, and to designer Joey Diekman, his frames are his heroes, but inspired by heroes of another sort. His father and mother for instance, who run their own optical and have shown him how it is to build something yourself and dare to take risks. His wife who supports him and always says ‘ajoh, it will be fine’. His son, too, is his hero, simply because he loves and enjoys him, and of his buddy Eelke, with whom he can brainstorm about both work as well as their private life”.

Therefore, Helden Optical is one of the most personal brands you can imagine.


[perfectpullquote align=”left” bordertop=”false” cite=”Joey Diekman” link=”” color=”” class=”” size=”16″]Before I ended up in the optical world, I already had some experience with setting up a cool franchise concept in Hengelo. But I found out that I enjoy a physical product more than non-viable ads. Through the network of my parents – who at that time had their own opticians’ business – I ended up at a Scandinavian brand where I could sell the real experience as an agent. I learned a lot about thinking about possibilities and was inspired to create something myself. [/perfectpullquote]

Helden frames are powerful through simplicity. The base of the most beautiful glasses is in the shape of their lenses: time and again certain basic forms prove to be the best in terms of wearability and appearance. The attention given to the materials and how they were designed on the basis of these lens shapes is what gives a brand its own identity and feeling. Many of these fundamental designs have existed since the beginning of the glasses and will continue to exist for a long time.When you become aware of this knowledge, the most beautiful things arise.

The frames of heroes are made in small numbers by a European family company where quality goes above quantity.

Made of beautifully worked acetate that has been stripped of all fuss. Powerful by simplicity.

The past is the base for all the beauty of today and tomorrow.



“It’s for those who love a design because it can stand on its own”


Shooting: TEFdoesBERLIN
Eyewear:  Model 11 by Helden
Model: Sarah Settgast
Photographer: Jeroen Zorgdrager Fotografie

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