Wim Somers talks to Eyesway

Theo is the name of the company that was set up by Wim Somers and Patrick Hoet and is an anagram of the latter’s surname.
We stepped into the past to find out how this successful company began. It all started in 1989, when the two opticians took part in Silmo. The winning duo, Hoet and Somers, the former a dreamer and the latter a rationalist, were excited by the idea of showing their creations to the world, despite first-time nerves. But from then on, Theo continued to rise and became established on the market for unbranded fashion eyewear. It then progressed from a limited circle of followers to a fresher, younger and more confident public and now it is one of the most famous brands of designer eyewear.

Eyesway had a chat with Wim Somers to find out more about the man who has been leading Theo to date, and about his expectations for the future.

-What was your first contact with the eyewear world? What attracted you to it?
I started at the age of 17 as a student in an optical store. As a child I didn’t know what I wanted to become and I listened to my parents. They thought it would be a great idea to study for optician because the optician in our neighbourhood drove a fancy car!
 
-What is your impression of the trend in the eyewear sector in 2010? Has there been a recovery?
The retro style is still very much there. Vintage is hot! Also colours become more and more important.
 
-Silmo is going to start. What do you expect from this edition?
I expect a lot. Eyewear is finally a fashion accessory and also our customers (opticians) see it this way. I’m only a bit worried about the location, Villepinte, but we’ll just have to wait and see…
 
-Is Theo going to take part in Mido next March?
Of course and hopefully there will be more visitors!
 
-What do you think about "fairs" and "exhibitions"? They're still usefull for the companies?Do you have any suggestions?
It’s the place where we started and touched the international customers.  Especially the fairs with design halls are doing well. We like it!
 
-What about the first semester 2010 for your company?
The overall markets are doing well, we do it even better!
 
-Let’s leave eyewear for a moment and talk about you: who is Wim Somers? Tell us something about yourself, your passions, expectations, fears ....
I’m Wim Somers, 60 years young. I’ve been married for 33 years to my lovely wife Jamme Cardoen, also an optician. Together we have 3 sons Mik, Jan and Toon. The oldest and youngest are working with me in the theo company. The middle one is responsible for the optical store.
I started an optical store at the age of 30 together with my wife. For years I visited all the optical shows in order to find ‘other’ eyewear. Patrick Hoet accompanied me on these trips. After a while we started to make our own eyewear which we could sell in our own optical stores. Later we began selling our frames to other opticians and so on, and so on. And we will continue to do so!
 
All my life I played soccer, just like my sons are doing now. I also started to play golf! My wife loves golf. She focuses on numbers and handicaps while I love the beautiful gardens where I can walk in. My only goal is to find my golf ball!
 
At the age of 60 we are preparing the succession in the theo company and in the store. I hope that I can continue to assist the designers in creating the product, which has always been my favorite part of the job. I also hope that I’m going to find the perfect eyewear to find my and my wife’s balls on the golf course.
 
-Describe yourself in one word
A fanatic, crazy optician with a good eye on eyewear. Oops, that’s more than one word!
 
-What is your philosophy?
It’s easier to sell eyewear than to produce it!
 
-Which of your creations was the most successful in 2010 till now?
For me the Soixante series. For the customers the Hat series.
 
-What gave you the inspiration for your latest creations?
As always many things: clothing, accessories, places,… and 1 person, James. He is a young Belgian designer who we started working with.