Prodesign Denmark:Create frames that improve appearence
Allan Rasmussen, creative director of ProDesign, used to be an optician and he frequently found that he did not have a frame that suited the person in front of him. So when he had the opportunity, he began to design, design, design. In the end, he became the top designer at ProDesign, a position he has held for over ten years.
Today, this creative director who describes himself as “determined” totally reflects the philosophy of the Danish company, which is: “ProDesign strive to make truly individual eyewear for the consumers - not for ourselves! if you have 100 ProDesign frames, you have frames for 100 personalities, not just 100 persons. The mission is to make beautiful faces with frames, not just beautiful frames for faces!”
ProDesign aimed at diversifying production to cope with the recent crisis. Today, this has guaranteed that ProDesign actually got through the recession without any serious damage, and decided fairly early on that a large and broad selection would be the best way to go. We created classic, subtle eyewear but never failed to also design fun, upbeat frames full of vibrant colors and patterns - and as always of a very high quality. So where others may have concentrated on the safer designs that would be in style for years, ProDesign also created frames for those who wanted to go though the recession with a lot of optimism. And a lot of people did!
What future do you see for the eyewear industry and what are the best opportunities for development? “The strong growth in the "BRIC" countires will make the demand for eyewear increase. If the eyewear industry manages to create truly innovative and fashionable products, we have a lot of opportunities in a market that demands fast changes”.
For ProDesign, these days in Milan represent a moment of consolidation, especially in the Italian market. “Mido is an important fair, and we always enjoy meeting our international customers at these great fairs!We have changed our strategy a little bit, towards meeting our international customers in their own countries, thus MIDO is mainly for our Italian customers. Due to our great success in France and Spain we expect Italy to boom next!”
And it is at this event that it will present its main new product. “Well, that would be our new collection Axiom! This is unlike anything you have seen before from ProDesign. Axiom is optimized simplicity! Read more about it here: later the Axiom collection will also incorporate some more sporty frames, which will add an air of urbanity to the collection.”
ProDesign has very precise opinions about next season’s color, too. ”We definitely believe in the nude colors!. As we have seen on the Runway, a lot of the large fashion houses, such as Celine and Chloe, are leaning towards a new minimalism and nude colors are a great part of that look”.
