An interview with Lina Aastrup from Hyde’s Spectacles
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