WOODYS EYEWEAR: a decade of growth
- By Editorial Team
From its beginnings in 2013 with wooden sunglasses to becoming a global eyewear name, Woodys has continually evolved, embracing both innovation and sustainability. Ahead of SILMO 2024, founder and CEO Josep Dosta speaks to 20/20 Europe about the brand’s growth, the story behind its newest collection, its new HQ and what is next for the Barcelona-based label.
Q: Woodys celebrated its 10th anniversary last year. How do you reflect on the brand’s journey and growth over the past decade? What are some key milestones or achievements that stand out?
A: Woodys started with wooden glasses and explored new territories and materials, evolving the brand and the product to what they are now: a globally recognised style and fashion reference. It all started in 2013 when I was practising his favourite sport: wakesurfing. One day whilst training, as often happened, I dropped his goggles in the water, and had an idea: to create a pair of floating sunglasses. I began investigating until I discovered that the key was in the sheets covering the wakeboard. Woodys was born right there, and what started as a dream, had come true. And it’s been 10 years. A decade full of challenges, changes, transformation, success and above all fellowship.
Woodys, in a clear commitment to internationalise its brand, is present in more than 75 countries. We are a clear reference, in terms of design and innovation throughout Europe. Since 2013 we have managed to create a family of more than 15,000 opticians. These are some of the countries in which we are consolidating and expanding our market.
Q: Can you share the concept and inspiration behind the Woodys ATELIER collection that will be showcased at SILMO?
A: ATELIER by Woodys is an explosion of shapes and colours that takes the brand right to the top. This range places particular emphasis on quality and design. All frames are hand-crafted through a meticulous production process, using top-quality products, thus bringing to life elaborate volumes and milling. Design is the key element that distinguishes this range from the Woodys main collection. Atelier creates an impact with its acetate frames with geometric structures, designed with bold combinations of more than three colours. The geometric concept is also reflected in the end-tips, as they are original and easily identifiable.
Q: What themes or design philosophies influenced this collection?
A: The main design current that has inspired this collection is the Memphis movement, a design style known for its bold, colourful, and whimsical aesthetic. This style has always resonated with Woodys’ design philosophy, which values originality and dynamism. In this collection, we capture the Memphis movement’s essence through vibrant colours and bold geometric shapes. Each frame reflects the creativity and freedom encouraged by this style, resulting in eyewear that is both functional and a statement piece. By combining high-quality and personalised acetates with intricate milling techniques, we create frames that stand out for their originality.
Q: What are the standout features of the Woodys ATELIER collection in terms of design, materials, or craftsmanship? How do these elements differentiate it from other collections?
A: The collection features 12 models, 8 optical and 4 sun, with eccentric yet elegant designs, which stand out as a result of their superior quality and colour combinations. Details are very important at Woodys, and for that reason we have created a personalised hinge, a design featuring the Atelier logo engraved on its soul. Furthermore, the lenses in the sunglasses models are by Carl Zeiss, with the “Z” symbol on the interior, thus guaranteeing the highest quality and CR39, UVA and UVB protection. Moreover, our custom acetates with geometric patterns are a hallmark of the ATELIER collection. These personalised acetates make the frames more unique and special. Giving value to the laminations and millings, characteristic features of the collection.
Q: What was the inspiration behind the vibrant colour palette and unique design elements used throughout the new headquarters, and how do these choices reflect Woodys’ brand identity?
Our new headquarters are in a building where the Woodys’ essence and personality is introduced. This new space is a commitment to improve our services and an opportunity to express the values of the brand. A place where motivation and creativity are stimulated. The added value of this new construction resides in the interior as the design was created by the brand’s creative team. In this way, the identity and personality of the firm are merged in the same space which is thought, designed and projected from Woodys knowledge and character.
Q: How do you envision the new headquarters contributing to the creative process of eyewear design and overall growth of Woodys as a company?
A: The design process is also influenced by external factors that directly affect the outcome of the pieces. In our case, the new offices breathe the essence and spirit of Woodys, becoming a source of inspiration and creativity. This environment profoundly influences the final design of the glasses and the colour palette we choose. The innovative and dynamic workspace fosters a creative atmosphere where ideas flow freely, allowing us to experiment with unique shapes and vibrant colours. This synergy between our surroundings and our design philosophy ensures that each piece we create embodies the unique character of Woodys.
Q: How is the brand incorporating technological innovations into its design and production processes? Are there any new technologies or techniques you are excited about implementing in future collections?
A: For Woodys, technological innovations are extremely important, and we always strive to stay up-to-date with the latest advancements. We recognize that technology plays a crucial role in enhancing both the design and production processes of our eyewear. Currently, we have several exciting projects on the table that we are exploring. However, we are not yet at liberty to discuss them in detail. We have encountered instances where technology, despite its potential, does not always prove to be as practical as it seems. This cautious approach ensures that we only adopt innovations that truly add value to our products and processes. Additionally, we are very interested in innovations in the technology involved in the eyewear manufacturing process. We continuously seek ways to improve the precision, quality, and efficiency of our production methods. This ongoing commitment to technological advancement helps us maintain our position at the forefront of the industry, delivering eyewear that is not only stylish but also crafted with the highest standards of quality and innovation.
Q: What do you see as the next frontier in sustainability for the eyewear industry, and how is the brand planning to stay ahead in this area?
A: The next step is to meticulously follow all processes to become circular and sustainable. This involves carefully considering every step to ensure we remain as environmentally conscious as possible without compromising our unique style. For Woodys, the challenge lies in continuously innovating and offering distinctive pieces while maintaining sustainability.
This is an ongoing commitment that we address daily, striving diligently to become the most sustainable brand possible. We are focusing on using eco-friendly materials such as bio-acetate and recycled metals in our frames. Additionally, we are implementing sustainable practices in our supply chain, from sourcing raw materials to minimising waste during production. Our goal is to achieve carbon neutrality and contribute to a circular economy by designing products that can be easily recycled at the end of their life cycle.
Q: Looking ahead, what are your aspirations for Woodys in the next decade? How do you envision the brand evolving, and what are some goals or projects you’re excited about for the future?
A: Looking ahead, our aspirations for Woodys in the next decade include expanding our global presence, enhancing our product offerings, and continuing to innovate in design and sustainability.
We aim to strengthen our brand’s position as a leader in the eyewear industry by introducing new collections that push the boundaries of creativity and craftsmanship. Furthermore, we envision creating immersive brand experiences through offering customers a unique and engaging way to connect with Woodys. Our goal is to build a legacy that combines innovation, quality, and sustainability, ensuring that Woodys remains a beloved and influential brand for generations to come.
