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.”
AS YOU ARE
July 2026 moves between sharp expression and familiar Prodesign confidence.
New concepts bring fresh energy to acetate, metal, and titanium, while strong bestsellers return with refined shapes, updated colours, and details that sharpen what already works.
AS YOU ARE
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. You way of seeing.
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.
This is eyewear built to express individuality — and built to last.