How EOE Eyewear transforms the optical industry through circularity

The brand’s world-unique Regrind concept attracts interest from leading business players.
January 28, 2021

”A piece of the North in the heart of Stockholm.” That’s how Swedish entrepreneurs Erik and Emilia Lindmark, who founded EOE Eyewear in the picturesque village of Ammarnäs in Swedish Lapland ten years ago, describe their new concept store, opening today.

— Since the start, there was no hesitation whatsoever that nature would play a central role both in product and in brand philosophy. It really couldn’t have been in any other way. We are doing this because we grew up with it. Seriously, it isn’t more complicated than that. So, the sparse nature of northern Sweden translated into minimalistic elegance has been our trademark. The architectural feeling of the store is vigorous, built upon long-lasting material such as stone, silver birch, Swedish steel, and a snow embedded ceiling, the duo tells.

The new spring 2021 eyewear collection uses carved techniques, common in traditional Swedish handicraft, along with bulky silhouettes and 70’s-inspired styles. All made in earthy tones and some transparent colours and a sustainable mindset. 

The brand’s unique and currently patent pending Regrind concept uses a special machine to transform old eyewear into new. Introduced last year, it’s not only been used in EOE Eyewear’s own collections but also by the market-leading optical retail chain in the Nordics, Synsam, for their first line of recycled frames, Synsam Circular. Now, it attracts interest from a bunch of the industry’s leading players.

— The machine’s achieved recycling rate is a stunning 98%, says Erik and Emilia Lindmark. Hence, meaning that we could decrease a majority of virgin material within our industry, saving a lot of Co2 emissions and also become circular. It can separate different types of eyewear and different types of material, such as acetate, steel, and titanium, and make the fragments so pure that they can go back into production to make new eyewear out of the old eyewear.

The new store is located at Mäster Samuelsgatan 10 in Stockholm and will soon carry EOE’s next big launch: a luxury collection using the most luxurious materials they can find in Swedish Lapland, with prices ranging up to €7000.