When Søren Torpegaard Lund steps onto a stage, the glasses often come off. When the performance is over, they go back on. And that, he says, is when he feels most like himself.

It is precisely this relationship between eyewear, personal expression and feeling comfortable in who you are that makes Søren a natural ambassador for Prodesign and its brand platform, As you are.

“For me, As you are means simply existing in your skin, being brave enough to accept yourself.”

Not who you might become.

Not some version in your head.

Just you. Right now.

Your values, your perspective, your way of seeing things

We don´t design for ideals.

We design for real life.

The early mornings. The long days.

The moments in between.

Because most days aren’t perfect.

They’re just yours.

Whether you’re twenty or seventy, starting out or starting over, every face deserves a frame that fits.

And it should follow your day.

Your routines. Your way of seeing.

EXACT 2 Col. 5421

EXACT 2 Col. 5421

EXACT 3 Col. 4521

FAMILIAR SHAPES IN A NEW LIGHT

October 2026 moves in a more grounded direction, shaped by recognisable Prodesign codes and frames with quiet confidence. Familiar concepts return with new shapes, updated colours, and refined details that give them fresh relevance without changing their character.

The collection balances character, precision, and designs with room for both quiet classics and expressive statements.
 

PRISMA brings faceted acetate into focus, while RETRO introduces a vintage-inspired combi frame with a distinctly Scandinavian calm. From carved surfaces and diamond-cut facets to double bridges, flex hinges, and natural tones, each concept explores character through construction.  

 The collection leans into masculine and unisex expressions, with clean acetate, technical metals, and Danish Heritage details leading the way.

Essentially, this is a launch with depth, familiarity, and frames with presence beyond the moment.

PRODESIGN OPTICALS

PRODESIGN BRANDSITE

PRODESIGN SUNS

RETRO 1 Col. 1515

• Three distinct shapes united by the same signature bridge detail.

• Three-line detailing and tin foil logo complete the frame.

• Stainless steel and acetaterims create a refined vintage-inspired build.

RETRO introduces a new unisex combi concept in the Danish Heritage collection.

• Titanium front with a bent end piece creates a distinct expression.

• Clean metal construction supports the technical look.

• Updated flex hinge adds comfort and movement.

A flexible concept made for movement, adjustment, and everyday ease.

KINETIC 3 Col. 9631

PRISMA 1 Col. 1115

• Four feminine shapes explore the idea in different ways, from softer rounded forms to a characteristic cat-eye and a marked square silhouette.

• Sharp, clean facets give the acetate definition without overpolishing the surface.

• The faceted design language runs through both shape and milling, with angles appearing across front and temple.

PRISMA introduces a new feminine acetate concept shaped by a diamond-cutting technique.