once upon a time… at the Paris tradeshow Silmo in 1989, two fresh but driven opticians, Wim Somers and Patrick Hoet, were excited to show what they had made to the international public of purchasers. Eager as they were, they were somewhat nervous too, for it was their first time. Both felt a need to thoroughly change the landscape of spectacles. Stimulated by the success of the ‘Antwerp Six’, they thought it high time to prove that Flanders was not only highly creative in the field of clothing alone.
Wim, sober, keeping his feet on the ground. And Patrick, the dreamer. Patrick setting the ideas. Wild; no compromise! Wim as the catalyst. A successful formula. So it turned out.
‘Theo‘, an anagram of ‘Hoet’, Patrick’s family name, got hold of a good position in the market niche of high-fashion spectacles without ’signature’. At the outset Theo was only noticed and followed by a very limited group of avant-garde people who happened to wear glasses.
But then Theo managed to bring its product home to a wider public of young, self-confident, happy far- and near-sighted people. The torch of avant-garde in leading the way forwards was taken over by the ‘eye-witness’ collection, which saw the light of life in May 1994. Eye-witness had to become a ’strong’ collection, i.e. with few concessions made to Theo.
Further on, at the Milan tradeshow Mido in 2001, Theo came with a temporary sunglasses collection. Again, stroking with their beliefs in successful designs. Like any other product they laid their hands on, this one turned into gold as well. After 2 years, Theo however decided to put the ’satisfashion’ collection on hold. New challenges were developing.
It took a while, but finally, in may 2004, Theo announced a project, as surprising as never seen before! A marriage between fashion and solar spectacles; a marriage between christoph broich and Theo! And yes, the cross-pollination keeps on reaching high levels. For how long we will stay married? Only time can tell.
In October 2004 in Paris, Theo gave birth to a new collection: the ‘T.O collection’. See it as a ‘back to basics’ collection; sober and light with just that little of a Theo aura around it. We therefore all hope our youngster will have a long, fascinating and happy life ahead of him.
And so, Theo keeps on surprising! Wondering what it will be next time? Stay tuned and let us entertain you!!!!