theo look book.indd - IQ Pager

ISSUE 01
from theo with love
01. HISTORY *
02. FASHION *
03. SHOP ANTWERP *
04. VIPS *
05. PRESS *
06. ART *
07. COLLECTIONS *
08. THEO FAN *
09. AWARDS *
RE:
VIEW

06
theo, the most self-willed brand of spectacles
There are big commercial mainstream brands and there are labels
who try their very best not to become too commercial. A brand were
wilfulness and exclusiveness prevails. Like the Belgian successful
eyewear brand theo. In spite of this manoeuvre as an underdog, the
brand is prospering. theo is known internationally for its distinctive
designs which are available in the most beautiful and trendsetting
shops in de world. The many prizes theo has won, show that the theo
approach is not a bad one.
01. HISTORY * 02. FASHION * 03. SHOP ANTWERP *
04. VIPS * 05. PRESS * 06. ART * 07. COLLECTIONS *
08. THEO FAN * 09. AWARDS *
02
09
03 04
THEO EYEWEAR /RE:VIEW * 00
07
05
08

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More than 20 years ago Wim Somers and Patrick Hoet, both opticians with their own store,
had enough of the mainstream glasses that they were selling. So they decided to launch a
collection themselves under the name theo, an anagram of Hoet. And successfully so! theo
currently has about 1500 sales outlets worldwide spread over more than 50 countries.
theo never deviated from its initial aim: innovative design by applying new techniques,
sometimes never before used in the sector. theo is Belgian, happy, self-willed and has a funny
twist. A pair of theo glasses underlines the personality of the wearer, it does not determine it!
70

A heart for
THEO EYEWEAR /RE:VIEW * 01 HISTORY / 02 FASHION
FASHION
theo supports creative minds. Each year theo helps students at the
renowned Antwerp fashion academy to create accessories for their
graduation show. theo has been designing glasses and accessories for
students who want something special for many years now. We’ve already
worked together with Marion Michel, Lenny Leleu, Marc-Philippe
Coudeyre, Julia Kim, Andrea Cammarosano and Six Lee.

theo –
Somers
Optiek
reinvented
The redesigned theo - Somers
Optiek shop right at the heart
of Antwerp is a transparent,
contemporary shop where
contrasts are pre-eminent but
which also has plenty of space
for the customer to choose his
or her ideal spectacles in peace.
All lines of theo eyewear – theo,
VinGtage, eye-witness and theo
by Tim Van Steenbergen – can
be found here, completed with
some guest collections. No
impersonal self-service but a
tailored approach makes sure
that the client finds the perfect
pair of glasses which supports
his or her personality.

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160
100
40
THEO EYEWEAR /RE:VIEW * 03. SHOP ANTWERP
130

IMPORTANT*
Not only Belgian celebs like writer Tom Lanoye or Goodwill
Ambassador for UNFPA and television personality Goedele Liekens
love our glasses. theo has some famous international fans as well. We
were very surprised and excited when we spotted Kim Cattrall in ‘Sex
and the City: The Movie’ with Moby, one of our sunglasses. Also in the
popular American series Gossip Girl, Margaret Colin, who plays Blair’s
mother is wearing a Bernhard, by theo.
*(VERY)

01
1: The flamboyant Samantha Jones (played by Kim Cattrall) is wearing
a Moby (theo by Christoph Broich) in Sex and the City: The Movie
2: Over the years Sir Elton John has collected many theo frames!
03
3: Belgian stand-up comedian
Alex Agnew is wearing the
theo model Diamonds
4: Microsoft co-founder Bill
Gates loves his theo Mele
5: Margaret Colin in Gossip
Girl 6: Actor Robin Williams,
portrayed here with a theo
Ovale, also wears a theo
Dessa 7: Famous Bollywood
actor Amitabh Bachchan has
a red and a black theo Walter
04
02
06 07
THEO EYEWEAR /RE:VIEW * 04. VIPS
05

PRESS
theo in the picture
theo is often being featured in magazines or newspapers around
the globe. Here some examples which we are particularly proud of.

THEO EYEWEAR /RE:VIEW * 05. PRESS

ART
theo gallery
Next to the theo headquarters in Antwerp, theo opened its very own art
gallery. Not only theo’s masterpieces but also those of others can be admired
here. The gallery is a free space for artists, where they can present their work
to a wide and more diverse public. Paintings, drawings, graffiti, sculptures, …
everything is possible. An interesting and varied repertoire of art works will
make a visit to the theo gallery most definitely worth your while.
theo gallery - St. Michielskaai 8-9 - 2000 Antwerp

THEO EYEWEAR /RE:VIEW * 06. ART

130
70
160
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195
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theo collection
A theo for everyday and for every day a theo. theo is
playful, colourful, happy and comes with a little quirk.

THEO EYEWEAR /RE:VIEW * 07. COLLECTIONS

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100
195
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130
THEO EYEWEAR /RE:VIEW * 07. COLLECTIONS
160
eye-witness by theo
This is the avant-garde collection of theo; the pair of glasses for trendsetters.
The frames are morphologically asymmetrical, which is an eye-witness
trademark. The asymmetry harmonizes with the asymmetry of the face.

Tim Van Steenbergen
wants to return to
essentials with his
sunglasses collection
for theo. He also
attempts to do
this in his clothing
collection. Call it
romantic, retro or
simply faithful to
authentic values
and then you know
you are dealing with
a genuine Tim Van
Steenbergen.

WHO IS
TIM VAN STEENBERGEN?
Tim Van Steenbergen graduated
magnum cum laude from the reputed
Antwerp Fashion Academy and has done
extremely well since then. In addition to
his own ready-to-wear collections, he also
designs costumes for various theatre and
opera productions. And with enormous
success. In 2009 Tim designed the costumes
for the Wagner ‘Der Ring des Nibelungen’
cycle for la Scala in Milan and ‘Staatsoper
Unter den Linden’ in Berlin.
THEO EYEWEAR /RE:VIEW * 07. COLLECTIONS
Furthermore he was appointed as the
artistic director of the Belgian top-label
Chine in 2008. In the meantime celebrities
such as Rihanna, Jennifer Lopez, Cameron
Diaz and Marilyn Manson have been spotted
in Tim Van Steenbergen outfits. Belgian
princess Claire wore Tim Van Steenbergen
during Belgian National Day. In 2008 he was
selected as the ‘Best Belgian Designer’ by
Belgian Elle readers.

VinGtage
collection
THEO EYEWEAR /RE:VIEW * 07. COLLECTIONS
The first VinGtage series was produced to mark theo’s twenty years in
business (vingt ans d’age = 20 years of age in French). When theo fell
for the vintage look, it was clear from the start that the examples of old
would serve as inspiration, not as a template. The aim is to decorate the
whole face and not just to emphasise the eyes.

Once in a while,
theo launches a limited
edition.
Often this special item is only
sold during an important fair.
Which makes it even more
exclusive.
THEO EYEWEAR /RE:VIEW * 07. COLLECTIONS

FAN
theo’s
retail concept
FAN is all about listening to what customers want, and then offering them
the frames perfectly suited to their needs and desires. FAN helps to create
a long-term relationship between the optician and the customer – a true
exchange, in the best way possible.
The whole concept revolves around the theo fan running the store. theo
only offers a tool. Each theo optician can add his own interpretation to the
concept as no two cities or opticians are the same.
The FAN range consists of two different kinds of ‘Armoires’ (one with three
drawers and one with six), the Cube (Lego-like blocks that you can combine
as you like), the ‘One Two Three’ environment (a set of presentational tools),
the ‘Duet’ (a set of two colourful blocks that can be used as seats, as a table,
a magazine holder…) and Daisy, a striking mirror. And of course many more
environments to come…

The theo Armoire is beautifully integrated in this optical shop in Antwerp.
THEO EYEWEAR /RE:VIEW * 08. THEO FAN

AWARDS
Henry Van de Velde Company Award 2008
(for theo’s Achievements and Vision)
International Optical Fair Vision East
New York 2006
Silmo d’Or for Most Extravagant Sunglasses
(Antwerp Mesh & Bruges Laces)
Henry Van de Velde Award 2005 for
Best Product
(Antwerp Mesh & Bruges Laces)
Silmo d’Or 2004
Optical style frames / category Design
(theo eye-witness LD)
THEO EYEWEAR /RE:VIEW * 09. AWARDS
International Optical Fair Tokyo 2001
Eyewear of the Year
category / Function and Technology
(theo eye-witness brainwear GC No.10)
Silmo d’Or 2001
Optical style frames / category Design
(theo eye-witness HH)
theo also received an extra Silmo d’Or for its
innovations over the years
International Optical Fair Tokyo 1999
Eyewear of the Year / category Sunglasses
(Satisfashion model 1)

theo eyewear
arsenaalstraat 3
2000 antwerp
belgium
www.theo.be
theo@theo.be