Men @ Work
It’s all about Design In terms of variety, the design language of Andy Wolf Eyewear is more diverse than most other labels, ranging from classic to extravagant, always with that certain signature touch. It’s all about regional markets as well: Understated designs in subtle colorways are big sellers in German-speaking countries. Meanwhile, the brand’s unconventional designs and colors are highly popular in Russia and Asia. These styles are not for the faint of heart, but aimed at self-confident individuals who want to rock their unique pieces of eyewear with pride. Although opticians in German-speaking regions would like to bring in more extra vagant models, customers prefer the simple style, but demand is changing. Katharina also notes that opticians in rural areas tend to be more willing to take a leap into experimentation than their urban counterparts.
5028 »The definition of feminine elegance.«
In order to keep up with the constant demand for new eyewear designs, Katharina has enlisted some supporters in Andy Wolf ’s design department. This includes the addition of the first male designer as the third person on the team, now in charge of raising the number of men’s models in the collection that so far has been dominated by female and unisex styles. Asked about her process for coming up with new, unconventional designs in true Andy Wolf style, Katharina points out everyday situations as the main source of inspiration. Whenever she meets new people, she secretly imagines what kinds of glasses would help accentuate their individual style. At her office, there’s no standardized template for exe cuting a design. Each pair of glasses has its own unique origin story. And since inspiration can strike at any second, some glasses saw the light of day scribbled onto a napkin at a cafe or bar. Next to designs, Katharina has another great passion in her life: Creating storylines and thematic worlds around her collections. For instance,
5041 »Acetate and metal of the same feather, flock together.«
the multi-media implementation of the Andy Wolf “White Heat” collec tion campaign was a textbook example of stringent storytelling across different channels. The campaign for the “AWE” collection raised the bar even further, and the fact that “AWE” is also an acronym for Andy Wolf Eyewear makes the design-driven collection even more, well. AWE-some.
5043 »A new interpretation of a preppy vintage frame.«