Collaboration
VIU x Sido
Roots and Vision
With "Roots & Vision," VIU and Sido make a statement for lasting values—and for visions that shape the future. The collection is expanded with a highlight piece that connects elegance and attitude: titanium frames embellished with 24-carat gold and an exclusive White Ring model.
The 24K Gold Titanium Collection combines state-of-the-art technology, timeless design, and precise craftsmanship. To achieve this, the VIU classics The Voyager and The Navigator were reinterpreted—minimalist, full of character, and unisex. A luxury that is durable, not loud.
These glasses are for people who seek more than function in their style: an expression of individuality, change, and courage. "Roots & Vision" with Sido shows what endures—and what shines.
From customer to creative partner
Sido was not a celebrity coup. He was a fan. When VIU met him by chance, it quickly became clear that there was more to him than just style. The idea for the joint line arose from a genuine exchange - approachable, courageous, honest. Today, “Roots & Vision” also carries a piece of biography.
These glasses are for people who seek more than function in their style: an expression of individuality, change, and courage. "Roots & Vision" with Sido shows what endures—and what shines.
Paul Würdig is an artist whose journey is defined by transformation and depth. But even as things evolve, some elements remain: Berlin, which shaped him. The music that stays with him. The perspectives that shift as he grows. With “Roots & Vision,” VIU pays tribute to exactly that – the essence of what matters.
"In Sido, we have found an authentic, exceptional artist as a collaboration partner. The fact that he has been buying and wearing our glasses regularly since 2018 not only makes us proud, but also underlines the credibility of this collaboration."
Fabrice Aeberhard, Creative Director VIU
SIDO, whose real name is Paul Hartmut Würdig, is a German rapper, music producer, songwriter and actor. In his 20 years as an artist, SIDO has achieved everything that can be achieved in Germany, and even more: #1 hits, platinum albums, awards, millions, legendary status. Above all, he has always remained relevant, even into the streaming age. At the beginning of his career, Berlin rapper SIDO wore a skull mask all the time. Since then, the artist has shown his true colors and changed his image from bad boy to serious musician.
See you.