VIU x brand eins

When design meets thinking: VIU and brand eins combine two disciplines that both focus on precision—and depth. The Simple and The Lucent models—especially in the tinted versions—invite you to perceive the world more consciously. We focus on attitude, not trends: for content and design that lasts.

At the brand eins office in Hamburg: papers that look like stacks of ideas. Headlines that sound clearer than any skyline. Conversations that linger rather than fade away. Substance rather than superficiality—and that is precisely what inspired us. This atmosphere gave rise to frames that are more than just accessories. Minimalist, precise, with attitude. Tools for clarity – subtle and yet full of expression. The Simple & The Lucent, two silhouettes like perfect sentences: straightforward, clear, precise. Glasses that convey an attitude – not just a look.

THE SIMPLE stands for uncompromising minimalism in its most elegant form: angular, masculine in expression, precisely crafted—from our most sustainable material, Acetate Renew. Available in Black or Dark Havana. As sunglasses, THE SIMPLE is available with lenses in Green or Orange.

THE LUCENT impresses with its clean lines and slim silhouette—a statement of lightness that exudes and embodies poise. THE LUCENT is particularly dimensionally stable and is one of our most sustainable eyewear models. Available in Classic Havana or Pale Brown. As sunglasses, THE LUCENT comes with lenses in Orange or Light Brown.

brand eins stands for journalism that doesn't rely on quick answers, but on deeper questions. It's a magazine that makes complex issues understandable without simplifying them—and has the courage to swim against the tide. Like VIU, it's not about trends, but about attitude: about language that creates clarity and content that remains long after the rest has faded away.