Ørgreen : Behind The Brand
Henrik Ørgreen dives into the brand's origins, dedication to quality, and ambitious plans for the future
Since 1997, the label has evolved from lifestyle sunglasses to innovative eyewear. Co-founder Henrik Ørgreen discusses the brand’s journey and future in this VisionPlus interview.
VisionPlus : Hi Henrik! How did the idea of founding an eyewear brand come about?
Henrik Ørgreen : In 1997, we founded ØRGREEN OPTICS in Copenhagen with Gregers Fastrup. Fueled by our passion for street culture and extreme sports, we ventured into exclusive eyewear with a creative spirit. Initially aiming to be the first Scandinavian sunglasses brand, we evolved into a design-focused eyewear brand through our dedication.
VP : Did everything else just happen organically along the way?
HO : Life’s unpredictability is real; if we’d known how tough it would be, we might not have started.
But I’m glad we did and persevered. What began in Copenhagen’s streets is now a prominent high-end eyewear brand in premium retailers globally.
VP : After how far you've come, to what extent do personal relationships still play a significant role for ØRGREEN today?
HO : Personal relationships are crucial for us. Chemistry is essential for teamwork, and we focus on building strong connections internally and with customers. Over 25 years, we've developed a community of makers, vendors, and customers who value quality and support each other—like a big, happy family.
VP : And you speak this "same language" multilingually, as ØRGREEN has become a global brand. Why is Copenhagen a good location for an international eyewear label?
HO : Copenhagen is ideal for our global brand due to its unique blend of ambition and fairytale charm. It fosters creativity while valuing personal time and relationships. This balance influences our work and design, combining clean lines and refined details with a sense of curiosity for the new.
VP : To what extent are your Danish origins reflected in your collections?
HO : Our collections honour Danish design heritage by blending timelessness with innovation. We explore new techniques and materials while staying true to our roots. Success also requires a global perspective, and working with an international team helps us balance our Danish DNA with our innovative drive.
VP : For the production of your titanium frames, you have chosen Japan. What makes Japanese craftsmanship so valuable to you?
HO : Quality is central to ØRGREEN’s ethos. Japan, known for its top-tier craftsmanship in eyewear, is where we source our titanium frames. We collaborate with twelve specialised factories, each staffed by senior artisans—true masters or "senseis"—who have dedicated their lives to working with titanium and eyewear.
VP : How does that affect the final products?
HO : Each ØRGREEN titanium frame undergoes over a hundred handcrafting steps, ensuring top-quality materials and finish. This meticulous process aligns with our goal of zero defects and continuous improvement. The shared respect between Japan and Denmark enhances our collaboration, aiming for perfection in every product.
VP : You also discovered the benefits of 3D printing quite early on. What convinced you?
HO : We began using 3D printing early, recognising its potential with polyamide. After ensuring the technology met our standards and working with leading factories, we launched the QUANTUM HIGH collection. This line features polyamide fronts and lightweight beta-titanium temples, showcasing the benefits of 3D printing with exceptional lightness and design flexibility.
VP : On that note, how do the possibilities offered by 3D printing fit with the ØRGREEN philosophy?
HO : Exploiting the opportunity of making frames that don’t just look great, but that function differently, our QUANTUM HIGH collection is the epitome of the ØRGREEN ethos of combining timeless design and innovative technology. Our 3D adventure has just begun, and we’re excited to see where it will take us.
VP : With that said, what role does the QUANTUM HIGH collection play for you?
HO : QUANTUM HIGH represents a shift towards ultra-lightweight, functional eyewear. It introduces innovative 3D printing while addressing commercial needs. This technology streamlines design and manufacturing, enabling on-demand production that reduces overstock and supports sustainability. The collection ensures consistent availability and quick turnover, supported by our 48-hour delivery service.
VP : Looking at the style, is there a consistent ØRGREEN design language across all collections?
HO : Yes, across our six collections—optical and sunglasses—we maintain a design language centred on superior quality, durability, and innovation. We consistently introduce new styles, colours, and materials, while focusing on fresh colourways, pristine details, and advanced finishes to push the boundaries of our design.
VP : You mentioned fresh colourways, which ØRGREEN is well known for. Why are colours so important, and how much energy do you invest?
HO : ØRGREEN stands out for its commitment to colour, thanks to our full-time in-house colourist. Colour is integral to our design process, and we prioritise it highly. Our dedication to applying unique and innovative colours defines our brand and sets us apart.
VP : But colour trends change so much. Are you having a hard time keeping up?
HO : We don’t base our designs on fleeting trends. Instead, we stay true to our core colour language, which our audience understands and trusts. While we refresh and innovate, the fundamental colour approach remains consistent. This is evident across all six of our collections.
VP : You also operate your own retail store in Copenhagen. Is the store also important for you to get direct feedback from your consumers?
HO : Our Copenhagen store is essential for testing marketing strategies and understanding consumer behaviour. It serves as both an experimental and commercial space, helping us refine visual merchandising and sales techniques, like the "shop by appointment" model we used during the pandemic.
VP : And now the Middle East?
HO : Over the past year, under Mattia Kosack, our VP of International Sales, ØRGREEN has rapidly expanded into Asia, Europe, and North America. Now, we’re excited to strengthen our focus on the Middle East with Martine Larroque as our new Head of Middle East and Africa. With 30 years of experience in Dubai, Martine brings invaluable expertise to drive our regional growth.
VP : The markets are currently changing quite rapidly. What do you see as the biggest challenges in the coming years?
HO : The pandemic has transformed us, making adaptability our strength in an increasingly complex and uncertain world. While the future remains unclear and global shifts may impact the eyewear industry, we've been preparing for these challenges. Whatever comes our way, we are ready to take the necessary steps to move forward and keep advancing the business.
