Press release -
IRIS, THE NEW PRODESIGN ICON
IRIS – PRODESIGN ICONIC CONCEPT REISSUED FOR THE 50thANNIVERSARY OF THE BRAND
Prodesign Denmark was established in 1973 in the city of Aarhus, Denmark, based on the foundations of crafting innovative design eyewear that focuses equally on functionality as well as visual expression. What started 50 years ago has now become the biggest brand in Denmark within designer eyewear frames.
ICONS III
As we are approaching our 50thanniversary, we wish to celebrate by paying homage to some of our most iconic eyewear models in launching this new capsule collection.
Our Danish Design Team has taken on the challenge in redesigning these ICONS from the past. Sometimes simply adding new, innovative materials and technics while other times reinterpreting an original concept or adding new shapes and colors.
IRIS
When IRIS was first launched almost 20 years ago, it took the world by storm. This super feminine concept with laser cut ornamentation is a piece of eyewear jewelry, exclusive and decorative in its level of detail. Not only did the customers love it, in 2006 IRIS 5104 was nominated for a SILMO d’OR.
Today IRIS is still a favorite among many, and we are now happy to present an updated 2023 version of the iconic concept. It comes in 3 feminine shapes; one based on the original 5104 shape, a deeper square, and a big cat eye. All shapes have been designed to complement the original flower temple details to perfection.
Upgraded material
The original was made of stainless steel, but with this launch we have upgraded to titanium.
This leaves a more exclusive take for the quality-conscious, modern female.
Refined color palette
Titanium enables a wider range of deep vibrant IP (Ion platting) - and gold-plated colors. This combined with the handpicked demi acetates end tips, adds a super feminine color range to this concept. Some colors are similar to the original, while others have an updated and modern twist.
True to the original
IRIS was unique and still is, as such we have only added a few enhancements. The curved front has been refined to make it more comfortable to wear, and a new defined angle in the temple allows better adjustability. The ornamented details are the same, but now the new vibrant acetate end tips add a more exclusive finish.
“IRIS is a true icon. When it launched, it stood out on the market with its feminine ornamentation and level of details, and it still does today. I have given it a modern take, which respects the original design. IRIS is a statement frame, and a choice of eyewear that will be remembered.”
Nicoline Brock Jensen, Designer
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Design is the heart of our company
Design Eyewear Group creates and markets iconic eyewear brands, sold worldwide by quality opticians for more than 40 years.
Great design is what defines all our brands. They are versatile and clearly positioned: from audacious French design to a clean-cut Scandinavian look.
Please visit designeyeweargroup.com for more information on our brands.
