VIU Eyewear | Sido

The “Roots & Vision” collaboration takes the story of Sido and VIU to the next level – continuing the success of their first partnership. This edition isn’t just about seeing through Sido’s eyes, but about what stays: places, memories, values.These new frames are a tribute to family – but they also speak of change and constancy, of the roots that shape us and the vision that drives us forward.

Strong women. Strong shapes.

Three new glasses. Three women who have shaped Sido. Their strength, their gentleness - translated into clear designs, timeless lines and precise details. VIU brings back classics with fresh lightness - perfect for summer, made for character.

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.

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.

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.