Three Design Eyewear Group designers, three countries, one shared vision
Creativity in eyewear rarely follows a straight line. It moves between disciplines, shaped by different cultures, different hands, and different ways of thinking.
The strength of Design Eyewear Group designers lies exactly there, in the contrast between their approaches, and in the shared standard that connects them.
Prodesign PROFLEX concept:
Engineering as Expression
Lau Ruge approaches design with an industrial mindset, where function is never hidden. Through the Prodesign PROFLEX concept, developed for Prodesign, he transforms a technical necessity into a defining visual element.
“Technically functional, but visually understated. I felt there might be an opportunity to do something more with it.”
The flex zone, typically concealed, becomes part of the identity of the frame. It is a deliberate move, turning mechanics into design. Durability, comfort, and modern aesthetics are not separate goals here, they are developed as one.
His perspective is clear, if something is essential to performance, it deserves to be seen.
FACE A FACE BOCCA collection:
Eyewear as Character
Marianne Dezes takes a completely different route. With the FACE A FACE BOCCA collection, created for FACE A FACE, eyewear becomes expressive, almost theatrical.
What began as a charitable concept has grown into one of the most recognizable ideas in independent eyewear. The frames carry humour, elegance, and attitude, often turning temples into sculptural statements.
“There’s always a design intention. BOCCA is feminine, yes, but it’s also architectural, expressive, and surprising.”
There is always intention behind the design. Feminine, architectural, and surprising, BOCCA challenges the idea that eyewear should simply blend in.
William Morris London eyewear:
Precision in Craftsmanship
In the United Kingdom, George Eric Clarke brings focus to detail through William Morris London eyewear, developed for William Morris London.
Here, refinement is built step by step. From ergonomics to finishing, every decision contributes to balance. The use of diamond-cut acetate elevates the material, creating a quiet form of luxury that does not rely on excess.
“Creativity runs in my veins, whether it’s art, design, or technology, I’m always curious, exploring, and experimenting to develop my skills further.”
It is an approach defined by control, where craftsmanship is not about showing off, but about getting everything exactly right.
A Collective Standard
These three perspectives define the essence of Design Eyewear Group designers. The expressive engineering of Lau Ruge, the artistic storytelling of Marianne Dezes, and the technical precision of George Eric Clarke may seem far apart, yet they meet in a shared commitment to quality and design integrity.
At Design Eyewear Group, diversity is not a side note, it is the foundation. By allowing each designer to fully explore their own vision, the group creates collections that remain distinctive, while still connected through a common philosophy.
This is where the real strength lies. Not in uniformity, but in the space between ideas, where innovation continues to take shape.
not about showing off, but about getting everything exactly right.
About Design Eyewear Group
Design Eyewear Group is a Danish eyewear company that brings together a curated family of distinctive international brands united by a passion for design and craftsmanship. With a heritage that spans more than half a century, the group is known for developing and distributing high-quality eyewear that blends artistic expression with technical precision, all created to inspire opticians and their customers around the world.
The portfolio includes iconic names such as FACE A FACE, ProDesign Denmark, WOOW, Inface, Kilsgaard, Nifties, Alium, and the recently acquired Menrad labels.
Together, they cover a wide spectrum of styles—from bold and artistic to minimal and functional—appealing to a diverse range of personalities and markets.
Operating from its headquarters in Aarhus, Denmark, and supported by design studios across Europe and North America, Design Eyewear Group continues to strengthen its global presence through a network of opticians and distributors in more than 100 countries. The company works in close collaboration with its partners to ensure that every frame delivers both visual impact and exceptional wearability.
Its enduring success lies in the seamless fusion of design heritage, craftsmanship, and a forward-looking approach to modern eyewear. Guided by a clear mission, Design Eyewear Group brings design-driven eyewear to the world, shaped by creative freedom, craftsmanship, and collaboration.
Read more about their brands on TEF Magazine or visit their website.
More on their brands
François Pinton // Four Frames, Four Personalities
The François Pinton Spring Launch introduces four distinctive new designs, each expressing a unique personality through refined craftsmanship, layered materials and thoughtful detailing. From racing-inspired precision to vintage authenticity and feminine glamour, the collection reflects the continuing evolution of the French Maison.
Face à Face // Soft Power Redefines Femininity
Face à Face Soft Power Evolves the Face à Face 3.0 Collection There are moments when a brand does not simply release new frames, it recalibrates its language. With Face à Face Soft Power, the house pushes its 3.0 evolution further, sharpening its lines and amplifying...
WOOW // LET’S PLAY Returns to Win
WOOW returns with the LET’S PLAY collection, a bold new chapter of optical and sun frames built around character, colour and confidence. From the sculpted geometry of WOOW SUPER ACE frames to the luminous presence of WOOW TIME’S UP eyewear, each concept plays with proportion, detail and attitude. This is eyewear designed to stand out and step forward.
FACE A FACE // The F Collection
The Face a Face F Collection arrives as a vibrant celebration of colour, asymmetry and sculptural creativity. Every frame becomes a statement of individuality, shaped through expressive design choices that balance retro influences with futuristic attitudes. With France now officially certified as the origin of production, this collection presents a renewed vision for 2026, where artistry remains at the centre of contemporary eyewear.
Design Eyewear Group // 24 Questions with CEO Lars Flyvholm
During SILMO Paris 2025, TEF Magazine sat down for 24 questions with Lars Flyvholm, CEO of Design Eyewear Group, to explore the values behind one of Europe’s most respected houses of design brands. From his leadership philosophy and international vision to the Menrad acquisition and the future of independent eyewear, Lars shares candid insights into what drives the group — and why design integrity remains at its core.
Design Eyewear Group // Acquires Six KNCO Brands
Design Eyewear Group announces the acquisition of six KNCO eyewear brands, including François Pinton, Karavan, and four children’s lines. The move marks the group’s expansion into the children’s eyewear market with Karavan Kids, Kaliboo, Jacadi, and Catimini. With this strategic step, Design Eyewear Group strengthens its position in France and continues to grow its portfolio of design-driven, heritage-rich eyewear labels.
Design Eyewear Group // Lars Flyvholm on Creative Synergy and Trade Shows
At SILMO Paris 2025, TEF Magazine sat down with Lars Flyvholm, CEO of Design Eyewear Group, for an exclusive #TEFtalk interview on design collaboration, the Menrad acquisition, and the future of optical tradeshows. This Design Eyewear Group Lars Flyvholm interview reveals how creative teamwork and strategic vision shape one of Europe’s most dynamic independent eyewear groups.
SILMO d’Or 2025 // Official Nominees Revealed
The stage is set for the SILMO d’Or 2025, as the official nominees are announced across 12 categories, from children’s eyewear to smart glasses. A celebration of creativity, craftsmanship, and innovation, the winners will be revealed on September 27 at Pavillon Gabriel during SILMO Paris 2025.
WOOW // Let’s Play Collection
The WOOW Let’s Play collection transforms eyewear into a bold game of strategy and style. With the WOOW August 2025 collection, every frame becomes a daring move – from transparent layers to hypnotic spins and powerful silhouettes. WOOW eyewear 2025 shows that confidence is always the winning strategy.
William Morris // London in Motion
William Morris celebrates London’s dual spirit in London in Motion. Inspired by East and West, the FW25 collection introduces five frames that embody elegance, heritage, and modern sophistication.
