An in­ter­view with Lina Aas­trup from Hyde’s Spec­ta­cles

Odalisque - - Connections 2017 - Writ­ten by Jas­min Lind­berg In­tro­duc­tion by Meghan Scott

Lina Aas­trup is the vis­ual mind be­hind the brand Hyde’s Spec­ta­cles, a well known Swedish eye­wear com­pany with so many cool styles. Find­ing the per­fect pair is like hav­ing a se­vere case of the munchies and then hav­ing to choose your favourite cho­co­late bar at the su­per­mar­ket – ev­ery­thing looks so good, and you end up re­sort­ing to three ses­sions of “eeny meeny miny mo” to make your fi­nal de­ci­sion. To­tally worth it. Aas­trup con­tin­ues to chal­lenge the mar­ket and keep peo­ple turn­ing heads when they spot a per­fect pair on that some­body walk­ing down the street.

Aas­trup was a Fash­ion Direc­tor at a Swedish pub­li­ca­tion when she met David Nils­son, her busi­ness part­ner. She was ea­ger to take another path in fash­ion, and the two ended up cre­at­ing Hyde's Spec­ta­cles. For Aas­trup, it has been in­cred­i­bly re­ward­ing, tough at times, and like many small fash­ion busi­nesses, chal­lenges and learn­ing along the way are keys to cre­ativ­ity, both in de­sign and busi­ness.

Their lat­est SS17 cap­sule col­lec­tion ACID has a bla­tant psy­che­delic ref­er­ence – cus­tom made, mes­meris­ing con­fetti ac­etate in bold colours with flashy mir­ror lenses. One can imag­ine wear­ing a pair while lay­ing in the grass, cloud gaz­ing, with­out a care in the world.

JL: What’s your view on style and trends in re­la­tion to your brand?

LA: The per­son be­hind the glasses is more in­ter­est­ing than our brand. Our clients are in­di­vid­ual peo­ple who want their own style. We don’t have a logo vis­i­ble on our glasses. The name Hyde's Spec­ta­cles is taken from the fa­mous Steven­son novel, The Strange Case of Dr. Jekyll and Mr. Hyde, and al­ludes to the dif­fer­ent char­ac­ters of a per­son that glasses can bring out or en­hance. The name is also a pun in the sense that you could hide be­hind your glasses, and I have al­ways found it in­ter­est­ing how cool peo­ple in­stantly feel when they wear sun­glasses. We name col­lec­tions af­ter quotes like “En­joy your Walk of Shame” and “For Shady Peo­ple in Sunny Places”. We al­ways try to flirt more. The dark and the for­bid­den in the mid­dle of the night. Dare to ex­press your­self.

JL: Do you feel that you dare to ex­press your­self in life?

LA: Well, yes, I think so. We are quite fear­less peo­ple who pre­fer to run rather than walk. It's more fun that way. At the same time, we are also par­ents and liv­ing or­di­nary lives. I think peo­ple in gen­eral would prob­a­bly feel bet­ter if they em­braced more sides of them­selves.

JL: Is sus­tain­abil­ity im­por­tant to your brand? LA: Yes, it is, but I wish we were do­ing more. On the other hand, don’t you al­ways

wish for that? We strive to de­velop a prod­uct that peo­ple love and can use for a long time. Peo­ple will al­ways buy glasses, but it is bet­ter that they buy a new pair ev­ery other year in­stead of end­ing up buy­ing five pairs a year due to their glasses break­ing. JL: How was it to col­lab­o­rate with Ann-sofie Back?

LA: Re­ally fun! She is in­cred­i­ble and in the fore­front of fash­ion and con­cep­tual de­sign. It was also tech­ni­cally stim­u­lat­ing; both of the sun­glasses we cre­ated for her re­ally chal­lenged us pro­duc­tion-wise and forced us to think out­side the box. I ad­mire her mind, and it's so fun to work with a de­signer who pushes you for­ward and makes you think of new so­lu­tions.

JL: What does the fu­ture look like?

LA: In the fu­ture we will have more brands. Hyde's Spec­ta­cles will be­come even more niched and bold. Less Dr. Jekyll and more of Mr. Hyde.

Pho­tog­ra­phy by Daniela Gyl­len­sten Stylist Meghan Scott Make up Elva Ahlbin Hair Sherin / Adamsky Man­age­ment pho­tog­ra­pher's as­sis­tant Matilda La­hall Make up as­sis­tant Anna Eng­vall

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