Orgreen rolled out their new 2010 image campaign titled “Brand New Sun”. The campaign was was shot in London by world renowned Danish fashion photographer, Klaus Thymann.

The new sunglass series builds on the extremely popular collection from last year, but with the addition of a lot of attitude, not least of all in the color palette, where special focus has been placed on sparking an interplay between lens color and frame, either as a complementary solution or as a bold and surprising mixture of high-contrast colors. The entirely new electro-colours, which provide a fascinating and almost vivid shimmer, join the collection in both matte and metallic colors.

The collection consists of four new models: two for women and two for men, and they are all available in five color combinations. The material is the ultra-light and flexible, yet high-strength beta-titanium, which adapts to the face, optimizing the wearer’s individuality. It goes without saying that the many small refinements that have always been the signature of Ørgreen optics are present, though now with a number of new features.

While the rest of the world groans over crises and gloomy weather, Ørgreen is once again taking off in a new direction with the release of its most extensive collection of handmade glasses to date. With three ‘concepts’ for each of the three designs available in six unique color combinations, the variety is great, but the collection remains tied together by several common denominators. The cleanly styled, razor-sharp and state-of-the-art design is fresh and modern, something one can always expect from Ørgreen glasses, while fine signature details are now joined by a number of new refinements. The arms are more flexible, the latch and hinges are concealed or relocated to offer new design possibilities, and the color selection has exploded into surprisingly new and vibrant combinations making marked use of shimmering electro-colors, which add a spark to the glasses.

The Helium series includes three new models. The elegant and classically modern, feminine Fletcher is a light-weight little frame, that with its strong colors can underscore the wearer’s makeup in a way that is at once both natural and refined. The unisex model Jerrad puts a slight twist on the intellectual bohemian look with its classic retro design, produced in the ultra-stylish and super light-weight material beta-titanium. These glasses are therefore a fresh alternative for anyone looking for a retro look with large plastic lenses, but at the same time seeking flexibility and comfort. Ella is for women and is a large, bold and feminine frame with a design lightly inspired by Ørgreen’s sunglasses collection. Exciting color combinations, such as gold and mint green, create associations with butterflies and something warm and sweet. The design is rounded out by the top line of the frame, which is somewhat recessed in the middle, producing an attractive ‘cat’s eye’ look. All three models in the Helium series are made from beta-titanium, a light, highly strong and flexible material that adapts to the face of the wearer.

The same extent of variety can be found in the three new models in the Cut & Airline series. The exclusive Panther is a unisex model based on the super-classic aviator look, here updated in a way that is both raw and elegant. It may seem retro, but the stark color combination of orange and matte silver is entirely new. The arm makes a lively turn up to the straight top edge of the glasses. Vildebeest is a highly masculine frame with clean styling and a powerful front, suggesting prowess and strength. The frame’s clean lines are further optimized by the new concealment of the necessary rim lock in the hinge, and the stylish details on the frame provide a solid balance. Electro-colors come in as another completely new detail, providing a fascinating, almost mobile glow. The electro-colors can also be found in the Ambassador, which with its unique color combination of matte silver and brown, for example, and with classical frame cuts and details makes for an exceeding degree of elegance. Ambassador is for men with larger face profiles, for whom the range of options has been limited up to this point. The mellow corners provide more of a friendly and mild look, and Ørgreen thereby meeting the needs of many with ‘larger heads’ who may often have difficulty finding a modern pair of designer glasses of premium quality.

Both Hexley and Xander are acetate/titanium combination models with a top edge of acetate and bottom edge of titanium. In purely technical terms, they are exclusively produced as a two-in-one with all the technical aspects worked into the body of the glasses, thereby placing them at the absolute high end of the new collections. With three colors at play and several gold details, Hexley oozes exclusivity. This is a wonderful retro frame for women, where the feminine look is conveyed partly through soft forms and partly through the slight recess of the top edge over the bridge of the nose. Xander is the masculine counterpart to Hexley and radiates both class and self-confidence, but is also bold. Just ask Kevin Costner in Oliver Stone’s JFK. The design may therefore appear somewhat retro, but at the same time ultramodern, and therefore somewhat outside time. And finally there is York, another highly masculine frame, but in contrast to Xander, its front is in pure acetate, while the arms are acetate and titanium. The innovative design with classical induction details draws upon automobile design, while the entirely new way of working with contrast colors was developed by Ørgeen. Also new are the stripes in the acetate.

Ørgreen once again goes against the current and raises the bar for design; not only from a Danish perspective, but internationally as well. The collection is the most ambitious yet from the Danish design house.

Like all other collections from Ørgeen, this one, too, was designed and developed in Denmark, while produced from only the best materials available in Japan, home to the finest quality production in the world.

Salt are a tribute to past generations of great eyewear. The NOLAN features classic 1950’s P3 round styling, the GWENDOLINE boasts the cat eye shape made popular by the 1960’s and the LESTERS’S square shape and vintage colors are an homage to a naval officer of the 1970’s. Modern, yet always honoring the past, this collection proves that timeless design is always the essence of sophistication. In addition to the above styles Salt has released the TRINA, CAMDEN, GINGER, and TOPHER into collection two. From left to right: the LESTER, the NOLAN and the GWENDOLINE.