Press release —
Prodesign: As you are
Prodesign sharpens its visual direction by introducing a more refined expression and the new brand platform “As you are”.
The Danish eyewear brand unveils an updated visual direction that sharpens its identity across all touchpoints. From a refined logo to a more confident and nuanced use of colour, and a shift towards character-driven visuals, the new expression brings greater clarity, edge, and presence to the brand.The evolution is designed to stand stronger in a crowded visual landscape, elevating the brand while staying true to its heritage.
An acknowledging brand platform
For more than 50 years, Prodesign has built its reputation on understanding people as they navigate everyday life. Staying relevant for that long requires consistency in what you stand for, and flexibility in how you communicate it.
“We’re not redefining Prodesign, we’re revealing it more clearly,” says Maria Sletten, Brand Manager at Prodesign. “The foundation has always been strong. What we’ve done is remove the noise and bring forward a more confident, honest expression that reflects who we are today.”
At the centre of the update is “As you are”, a new brand platform that articulates Prodesign’s long-standing perspective on individuality. Not as something to strive for, but something to stand firmly in.
“People don’t live in perfect moments, and they don’t need design that suggests they should,” Maria adds. “This is about creating a brand expression that people can genuinely see themselves in. It’s a platform that doesn’t try to transform or idealise – it acknowledges. You, just as you are.”
SHAPED BY CONTRAST
The July collection will be the first to launch under the new As you are platform, extending the updated brand expression from communication into product. Together, the visual direction, brand platform and collection reflect a shared belief that has guided Prodesign since 1973: good design should work with people, not the other way around.
July 2026 moves between sharp expression and familiar Prodesign confidence. New concepts bring fresh energy to acetate, metal, and titanium, while strong bestsellers return with refined shapes, updated colours, and details that sharpen what already works. The collection balances character, precision, and designs with room for both quiet classics and expressive statements.
LOCK
LOCK introduces a new titanium concept in the Danish Heritage collection, shaped by clean lines and precise two-tone construction. The colours are carefully balanced to create contrast without visually dividing the face. Top and bottom appear to lock into each other, forming a graphic horizontal L-shape across the frame. The slim temple profile continues all the way to the front, while the rim lock is hidden underneath the end piece
EDGE
EDGE introduces a fresh acetate concept with a sharper take on classic Prodesign characteristics. Created in response to the demand for more expressive feminine shapes, it brings character and personality without becoming loud. Three distinct silhouettes are softened by refined acetate surfaces, making each frame feel confident. Demi and transparent tones keep the focus on the shape, while characteristic Prodesign details add a precise finishing touch.
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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 50 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, the dual spirit of London, and a calibrated German essence.
Please visit designeyeweargroup.com for more information on our brands.
