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.
SHAPED BY CONTRAST
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.
The collection balances character, precision, and designs with room for both quiet classics and expressive statements.
TRACE and LOCK explore new construction details through colour, layering, and hidden function. EDGE and ARROW add personality to the feminine side of the collection, with sharper shapes and finely worked details. Familiar Prodesign favourites continue in new directions, proving that even minor updates carry real impact.
It is a summer collection with a strong sense of direction. Light in attitude for frames that know exactly what they are.
This is eyewear built to express individuality — and built to last.