A Danish Brand

Table of contents

Welcome to the Ørgreen Universe

History

Values

Design

Colours

Material & Quality

Collections: Cut & Airline, Echo 97, Helium and Sunglasses

Campaign

Mounting tricks and answers to FAQ

Contact

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A: Founded in 1997 by a Young Trio B: Represented in more than 40 countries

P 08Welcome to the Ørgreen Universe

We are happy to introduce you to our brand new tool—the brand book. This brand book was developed when our marketing/PR department,

strong sales reps in the field and the creative minds at Ørgreen put their heads together to find a means of explaining what can only be

experienced.

The purpose of this book is to give you some strong punchlines, interesting stories and general knowledge of the history of Ørgreen,

so you can convey the message to your clientele.

We have gathered the important, interesting and funny facts we consider to be the key elements behind our brand. This will give you

better knowledge of our whole history, which—along with a few pictures—will be the perfect guide into our magic universe for

you and your clientele.

We feel it is important to tell the whole story to be sure the word gets all the way out to the end users.

Enjoy.Henrik Ørgreen

Founder, creative-director

P 10History

We are often seen as the bowsprit of the enormous clipper ship of eyewear—always a few meters ahead no matter what the course.

After ten years of sailing the open seas—for a long time against the wind —we now sell our exclusive handcrafted frames in more than

40 countries around the world.

Who would have predicted the voyage would take us so far? Certainly not the three of us behind Ørgreen Optics: Henrik Ørgreen, Gregers Fastrup and Tobias Wandrup. None of us has formal training as an optician. But we all have a sure instinct for what pleases the eye—both in terms of seeing and being seen.

As with many success stories, it’s something of a coincidence we made our career in eyewear. Before setting off on this course, we circulated in the underground subculture—where art played an essential role in our daily lives—and worked with products related to street culture and extreme sports. One day, while relaxing in one of Copenhagen’s many green oases more than a decade ago, the three of us had a fateful conversation. We toyed with the idea of designing sunglasses based on the principle of frames as art. Not a bad idea, but ...

The hitch was, in a small country where summer downpours are the rule rather than the exception and the rest of the year is as greyhued as a silent movie, the market for sunglasses imposes natural limits. But we believed in our concept, so we took various designs and transformed them into lens frames. This idea truly put the wind in our sails—and sales. People began to take note in more ways than one.

Taking inspiration from the American classic car era when glamour and functionality played strong roles in design—with a 1950s Corvette as a particular favorite— Ørgreen Optics presented exciting frames time and again. We didn’t just push the envelope for eyewear design; we opened it up with pure innovation. Whether cutting-edge or naughty-conservative, the reception was overwhelming. The formula for our success was colours, design and high-quality materials, and we ignored convention—nothing was sacred.

The Ørgreen aesthetic is: provocative, but not arrogant. It’s about tugging at traditions, daring to challenge them, and setting a new agenda. We have no ambitions of being the biggest on the market, but it doesn’t mean our level of ambition is modest. On the contrary, we realize that success brings with it a certain responsibility. This requires true dedication to retain our position as the preferred eyewear providers for the design-and quality-conscious consumer anywhere in the world.

Today, Ørgreen Optics has offices in Japan and Denmark. Our headquarters is situated in an old building at historic Hauser Plads, right in the heart of Copenhagen.

C: Danish Design at its Best D: World-Leading Eyewear Company in Design and Colour

P 14Ørgreen’s Values

* Quality

* Innovation

* Design

* Danish

* Edgy

* Futuristic

* Functionality

* Minimalism

* Professionalism

* Family

P 16Design

To create is the “Juice” for us

When sketching a new design, we look for just the right line, angle and energy to complement the shape of the eye. The top line is the heart of the

frame, so we keep drawing it over and over again until we find the one that really beats. Our design team uses hand drawings, 2-D and 3-D

programs, models and prototypes—whatever it takes until the right look emerges. We believe these tools are essential if we want to keep

making the best frames on the market.

We love unique details and subtle touches that give you a good vibe, so we maintain this spirit all the way through production.

Aiming to create something unique and innovative to its ultimate completion is a fantastic challenge. We place great emphasis

on development, as the first step is the most important. When we are sketching to find a strong new concept, we use every

means available to see if it works. From the original idea, we often hand-make prototypes in all kind of materials, and

because we live in a 3-D world—we design it in 3-D.

We made a name in the optical industry by introducing the open-temples concept as a style idea in our collection. It’s a reference to the 1956 Corvette. The inspiration was so powerful, we still use it in our own ways today.

Inspiration for our collection comes from innovative lines on unique cars—new and old—as well as aircrafts, gear from extreme sports or other items that have captured a certain aesthetic.

On average, we create 80 to 100 drawings for each feature of design that includes the front or temple of a frame. Then we make a short list of features we will continue to work with and develop a technical draft. This is sent to Japan where the first prototype is made. After analyzing and correcting the first prototype, a second prototype undergoes a testing phase in front of a panel who agrees on the final adjustments.

Our design and development phases have always been playful, but our end objective remains the focal point of our ambitions. We are loyal to our designs and we never compromise on quality. Our distinctive style and lines are recognizable—and remain consistent in all our designs.

E: Famous for Innovative Colour Combinations with more than 400 colours and shades F: Handmade in Japan

P 20Colours

With Ørgreen colours, we have pushed the boundaries of what is possible in the optical world by taking colours to the next level. In the past, you had

to be an optician or Elton John to wear a crazily coloured frame. Not any more.

We combine a classic colour on the outside with a cool, strong, contrasting colour on the inside to reach a diverse audience—

everything from the career woman to the rebellious young man. Perhaps this is why we became as famous for our colours as we are

for our design.

The world craves for colours. We are still pleasantly surprised at how a crazy colour combination—created mainly for PR value—

ended up being the best-seller in the collection.

Inspiration for colours comes from our home base in Copenhagen and cultures from around the world. We find

it in everything from the graphics on old military planes, classic cars of the ‘50s, the leather interior of a sexy Hot

Rod, to trends in the music and fashion industries.

We work not only with Pantone colours, but also with all kinds of colour samples ranging from nail polish and Christmas decorations to candy boxes. We carefully nurture each single frame through more than 15 steps during the colouring process at our Japanese factories.

In our existing colour collection, we have more than 400 different colours and hues. We try to create minor new colour miracles and our Japanese colleagues at the colour factories work very hard to make the impossible, possible. One of these miracles is our shiny/matte titanium colours. Our limited line of Electro colours take three to four times longer to colour than a conventional frame. Ørgreen is the only company in the optical world that uses this technique.

In the future—as it is now and has been in the past—customers can expect only superlative creations from Ørgreen: fashionable, sexy, crazy new ways of using colours. Our commitment to the highest standards of quality and our stylish designs make us a world leader in the optical industry.

P 22Material & Quality

What makes each Ørgreen frame unique is not just the Danish design or the multi-colouring, but also the materials and quality that go into it. All

production takes place at Japanese factories, known for making the highest quality frames in the eyewear business.

We work with 11 factories in Japan. They are responsible for everything from the basic raw material to the processes of cutting, bending,

milling, stamping, soldering, polishing, colouring, and of course, the finishing of the frame. All our factories have been very carefully

selected. Each of our different concepts is matched with the factory that has the know-how necessary for each design.

The key materials we use in our collections are high-quality pure titanium and beta titanium produced in Japan. For our

acetate, we prefer materials from leading Japanese and Italian suppliers within the industry.

The various materials go through many different processes before we cut the shape of the design. One of the key

reasons we work with Japanese titanium is its strength and durability, resulting in ultra-lightweight frames that

provide perfect comfort for the user.

An Ørgreen frame is conveyed by hand through more then 100 steps before it is ready for delivery. This ensures that materials, quality and finish are always top-notch.

Quality is a cornerstone of our philosophy. We demand excellence in each step, from initial design to final product. Our essential criteria for success are, striving towards zero defects and continuous quality improvement.

G: Each frame goes through more than 100 Production Steps H: Individually handcrafted over 4-6 months

P 26Cut & Airline Collection

Ørgreen Cut and Airline collections: Can you move in two directions at the same time?

We can with the Cut and Airline collections in titanium. One direction clearly leads back to the two recognized and popular eyewear

collections originally produced in 2004 and 2005, respectively. The other direction is distinctly new and challenges the familiar, light

titanium designs, with some serious plays on form.

The hybrids stemming from the originals result in an exciting combination of many different styles. Which one will be the style of

the future? This is a fair question to ask, because there is no doubt the future will be found in the two new collections rooted in Cut

and Airline.

We put a lot of emphasis on innovative curves and forms in the new designs. One facet is how light reflection acts on

the temples. The frames move in the sunlight, depending upon the angle of the light and its reflection. By bending

the temples, we add a dimension to the design, beyond the overall form of the frame. The effect accentuates the

detailing of the frame and brings it to life.

Apart from the distinctive new lines in the design, we have paid particular attention to the choice of materials. We emphasize the use of titanium and real beta-titanium in strong bi-colour mixes. Colour combinations were introduced with the earlier titanium models, but we’ve added refining touches in the new collections.

The look radiates a vivid elegance that is subdued, yet alive. The outer surface might be iron grey, with a pink inner surface for women or light blue for men, Bordeaux red for a more cultured look, and maybe something fresh to stand out among the street crowd. With an irresistible variety of choices in design and colour combinations, why settle for convention? Unique looks are waiting to be discovered.

The Cut and Airline models are provocative and cool, Danish design at its best. With clean minimalist lines and tomorrow’s design, we remain true to the values and standards set in the ‘50s and ‘60s by the Danish design icons like Arne Jacobsen.

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P 30Echo 97 Collection

The Echo 97 collection pays homage to our original design from that year. It’s been the signature for all our eyewear since its inception when we—as

the new kid on the block—revolutionized the world of eyewear with our innovative design in acetate. That one provocative, never-before-seen

design brought together glamour and functionality. Its clean lines caught the eye, with attention to the smallest of details, while the quality

was beyond question. The frame of the future was born.

This is no extreme makeover, or a simple knock-off on our original classic—and it is not retro. We have spent 10 years taking an artistic

approach to the development of new models and designs. Over the years, we have gained the experience and the professional insight

that we draw upon today.

The most distinctive characteristic of the collection is the use of acetate, which makes a sensational comeback after

standing in the shadow of titanium for some years.

Acetate is a strong, pliant, multi-purpose material used in poker chips and guitar picks. It was the perfect choice for

the large, dark “nerd frames” from ’97, like the one Buddy Holly made famous.

The “Nerd frame” is just one of many choices in the Echo 97 collection with more than twenty acetate designs in 54 colours—each with its own personality.

What we did was: We took the frame from ’97—the one already in the opticians’ “Eyewear Hall of Fame” —and successfully challenged it. It wasn’t easy, but we managed to transform the hefty frames into a lean Ørgreen that meets demand for a lighter frame without compromising the expression of the ‘97 original.

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P 32Helium Collection: Near-Weightless Eyewear

Rarely has a collection been so aptly named: Helium. The models in the collection weigh no more than 12-15 grams. They feature all the many

refinements that characterize state-of-the-art eyewear in the Ørgreen design line. But we didn’t stop there. We found ways to further optimize

some of the finer detailing that put our brand of Danish design in high demand all around the world.

All models are made of an ultra-light and durable beta-titanium alloy in a rich minimalist design. The lines are clear and distinct. Carried out with outmost precision, the cutting method gives the sidebars a look of purity in styling. The rubber-covered sidebars are further refined by a series of slightly-graduated steps to make them more pliant and flexible. Some frames have a double bridge on the front to add exciting character to them.

The construction is ultra-thin, flexible, elegant and as easy on the eye of the wearer as that of the beholder. Weighing no more than a small envelope, never has eyewear been this comfortable. The experiments we did with colours worked, so each model has a personality of its own. Each model is available in seven different colour combinations. And we’ve added something new—we put metallic colours in a collection, along with an exciting combination of white and shiny-white hues are also new to the Ørgreen palette.

The Helium collection has obvious references to the popular Cut and Airline models, but it also heralds a new expression for him and her.

P 34Sunglasses Collection

This collection is inspired by the Magnum sunglasses, and is an extension of this iconic model which was first introduced in 2006. The new collection

is produced in beta titanium and best described by five F’s: Functionality, Flexibilty, Fashion, Flair and Feather-weight. Beta titanium was the

natural choice for the new sunglasses: A strong, flexible material which conforms to the face ensuring optimal fit and an individual look

for the person who wears it.

The move to let matte and reflective colours collide in exciting unexpected combinations has been taken one step further.

The result is a series of warm smooth nuances in slightly muted tones, giving each pair of sunglasses an exclusive look with a

subtle wink to keep them from being too serious.

But it doesn’t stop here. The collection has added refinements that deliver greater ease when putting the glasses on

or taking them off. An invisible stop hinge prevents the sidebars from making contact with and potentially

damaging the lenses when folding them. The lenses have a high index to make them more durable. As always, attention to the very last detail is the norm at Ørgreen.

To kick it off, we have six models in this new collection: two for women, three for men, and one unisex. The two women’s styles, Abby Lee and Bianca, are very different from one another. Abby Lee has volume to radiate a certain sense of strength, while Bianca takes us back to the stylish dame of the 1950s as personified by Audrey Hepburn with her sweet, mellow cat’s eyes. The expression is hip and sexy.

Men get a variety, too: Quintin is a super-masculine, slightly rectangular pair of shades with clout; Maddox is a light-weight “pilot-inspired” model; and, Magnum is irresistible.

In the middle of the five different models is Drake, suited for both men and women. The form is typical Ørgreen, with a nod to the popular Aviator and spiced by striking, sharply-cut lines on the side bars. The quad bridgepiece puts a little twist on the classic design to give it a soft-tech look.

All models are available in four different colours. A limited run of just 50 pairs of a super-exclusive Magnum Silver Mat will be available —probably just for an instant.

Sunglasses are not new to us, after all, that’s where we started. In recent years we put most of our energy into making eyeglasses, but kept getting calls to design new sunglasses. And so we did. The six models are just the start—there’s more to come in the future.

Like all the other collections from Ørgreen Optics, our sunglasses are designed and developed in Denmark and handcrafted in Japan where respect for high standards of quality is taken for granted.

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P 382009/10 Campaign: Optical Illusion Deluxe

“Bacon Through Glass” is the campaign banner for the 2009/10 collection of Cut & Airline, Echo 97, Helium and a completely new collection of

sunglasses. With tributes to the world of art and film, the campaign is ambitious and energetic.

As in last year’s campaign, mirrors are used, but it’s not a déjà vu. The mirrors are used in a completely different, brash and almost

claustrophobic way. Multiple reflections are still the focal point. In several scenarios we used laser light almost exclusively to exploit all

possible angles.

In some spectacular layouts, illumination pierces large transparent glass bricks. The effect is a fascinating menagerie

of very enigmatic, distorted faces resembling the works of the controversial British painter Francis Bacon. Other layouts

take you back to Roman Polanski’s masterpiece, Shock, where the models appear through the wall.

With thinly disguised pride, we have succeeded in hiring one of the fashion industry’s most coveted faces, Swedish supermodel Vicky Andren. She has appeared in high-powered international campaigns and now represents the new visage for Ørgreen and we deliberately play with expressions.

Our campaign is not strictly product-oriented, but geared towards hushed, unique stories. We promise you an adventure and an eye-opener! Elements of the campaign could have been created or manipulated faster and cheaper on a computer, but we had better ideas in mind.

The internationally recognized Danish fashion photographer Klaus Thymann, who shot our much-touted campaigns the last three years, is again behind the camera for the new campaign.

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I: Constructed from Titanium, Beta Titanium and Acetate J: Architectural and edgy art pieces; Ergonomic, Lightweight and Comfortable

P 44Mounting tricks and Answers to FAQ

AIRLINE:Titanium

Edge thickness on the lens: no preference.Lens material: Plastic, High-index plastic (index 1.6 or 1.67) or Trivex.

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CUT-SERIES:Titanium - mounted in a nylon wire and nylon T-bar.

When removing and mounting the lens, you must remove a screw in the temple to give space for handling the lens (lower screw gives

most flexibility) .Edge thickness on the lens: min. 1.8 mm

Lens material: High index plastic (index 1.6 or 1.67) or Trivex.Groove: 0.7 mm wide and 0.5 mm deep.

Replacing the t-bar: heat up the frame a little. That will soften the glue holding the t-bar. Use a screwdriver or a toothpick

and carefully remove the t-bar. Apply a few drops of superglue in the grove before inserting a new t-bar.

ECHO ’97:Acetate - When mounting and removing prescription lenses in Echo ‘97, we recommend cold-mounting the lenses. If you need heat, be very careful and use only a little amount of heat. Too much heat will ruin the frame.Edge thickness on the lens: High quality lenses are recommended.Lens material: High quality lenses are recommended.

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HELIUM:Beta-titanium, thickness: 0.7 mmEdge thickness on the lens: minimum 2.0 mm Lens material: High index plastic (index 1.6 or 1.67) or Trivex.Groove: 0.8 mm wide and 0.6 mm deep. Mount a rubber band before mounting the frame.Semi polish the edge of the lens for a smoother fit and mount a rubber band before mounting the frame.

HELIUM: IN GENERAL:ALWAYS use the same base curve on prescription lenses as the demo lens.NEVER pop lenses out of a frame. Always loosen screws before removing a lens (also demo lenses). Otherwise the paint or plaiting can be damaged and the warranty will not apply.Be aware of the curved frames – they need a higher base curved lens (e.g. Falcon – base curve 6).

High-index lenses examples:- Hoya Eyas- Essilor Stylish - Zeiss Clarlet 1.6 or. 1.67- Rodenstock Cosmolit 1.6 or 1.6

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To take out the lens, carefully loosen and remove the screw

Open the frame and remove the lens from the front of the frame

1. 2.

Insert the rubberband into the grove Make sure the rubberband fits inside the grove all the way around the lens

3. 4.

Insert the lens in the frame from the front, starting at the top

Insert the screw and tighten carefully

5. 6.

Carefully unscrew the top hinge screw. Do not damage paint

Disengage the upper part of the temple. Thereby you can open the front

1. 2.

Pull the lens wire off like you would on a normal nylon frame

Pull the demo lens out

3. 4.

Do not press the demo lens out! The T-bar mounted over and underthe lens will be damaged

New lenses are installed by repeating the process in reverse order

5. 6.

MOUNTING LENSES IN ØRGREEN CUT-SERIESMOUNTING LENSES IN ØRGREEN HELIUM-SERIES

Ørgreen Optics recommends usage of high-index plastic lenses (index 1,6 or higher) for installment in the CUT-series. For optimum results, use an edge thickness of 2mm. Minimum edge thickness depends on both the machinery used and the labour skills.

Replacing the nylon T-bar: Remove any adhesive remains by gently warming the area and scrape off with a nail or matchstick. Do not use metal! When the adhesive material has been removed, install a new T-bar with regular “super-glue”.

Contact Distributors and Agents

BELGIUMØrgreen Optics BelgiumBy: Sacha MaerchaertPhone: +32 49 71 44 744Fax: +31 33 495 10 58Email: belgie@orgreen.dk---DENMARKØrgreen Optics Denmark Hauser Plads 30A, 21127 Copenhagen KDenmarkPhone: +45 3333 0359Fax: +45 3333 0393Email: info@orgreen.dk---FRANCEComptoir Des Createurs13, Rue Plan Fourmiguier13007 Marseille FrancePhone: +33 (0)49 199 22 40Fax: +33 (0)49 154 35 87Email: france@orgreen.dk

For more information please contact:

HEADQUARTERS: ---Ørgreen Optics A/SHauser Plads 30-A, 2nd floor1127 CopenhagenDenmark ---Phone: +45 3333 0359 Fax: +45 3333 0393 info@orgreen.dkwww.orgreen.dk

GERMANY NORTHØrgreen Optics Germany NorthBy: Jörn ViegelahnMobile: +49 1776030677Email: nordd@orgreen.dk---GERMANY SOUTHØrgreen Optics Germany SouthPhone: +49 (0)7152 948751Mobile: +49 (0) 177 518 0188Fax: +49 (0) 7152 948751Email: sudd@orgreen.dk---GREECEØrgreen Optics GreeceGlassroom44 Konstantinoupoleos Str. 11854 AthensGreecePhone: +30 210 3454050Email: greece@orgreen.dk

HOLLANDOptical Supply Nederland bvZwarteweg 28B3833 Al LeusdenHollandPhone: +31 33 494 67 40Fax: +31 33 495 10 58Email: opticalsupply.nl@orgreen.dk---ISRAELLuxvisionBeit Oved 15 streetP.O.B: 5746161561 Tel-AvivIsraelPhone: +972 3 7919300Fax: +972 3 7919325Email: israel@orgreen.dk---ITALY NORTHØrgreen Optics Italy NorthMobile: +39 3461200299Fax: +39 (0)194502525Email: ni@orgreen.dk

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FINLANDOELLaaksotie 10 B02700 KauniainenFinlandPhone: +358 10 666 3090Fax: +358 10 666 3091E-mail: Suomi@orgreen.dk---SWEDENOpexEckens väg 4Box 20 433 21 PartilleSwedenPhone: +46 313402440Fax: +46 313402449Email: opex@orgreen.dk---UK & IRELANDØrgreen Optics UK & IrelandBy: Bernard KingPhone: +44 (0)7977431409Fax: +44 12 79 724407Email: gb@orgreen.dk

ITALY SOUTHØrgreen Optics DenmarkHauser plads 30A, 21127 Copenhagen KDenmarkPhone: +45 3333 0359Fax: +45 3333 0393Email: csi@orgreen.dk---SWITZERLANDØrgreen Optics SchweizPhone: +41 (0)41 878 00 13Mob: +41 (0)78 797 66 26Email: schweiz@orgreen.dk---SPAINMoppie EyewearCalle Deu i Mata, 154 entlo 608029 BarcelonaSpainPhone: +34 93 419 15 12Fax: +34 93 419 15 37Email: moppie@orgreen.dk

JAPANThorough DistributionNo. 5-30, 5-chome, ShowachoAbeno-ku, Osaka 545-0011JapanPhone: +81 (6) 6628 3150Fax: +81 (6) 6628 3155Email: japan@orgreen.dk---AUSTRALIAMatrix Eyewear1B, 1-7 Unwins Bridge RDSt Peters NSW 2044,SydneyAustraliaPhone: +61 2 9557 3122Fax: +61 2 9557 5322Email : australia@orgreen.dk---NEW ZEALANDMatrix Eyewear1B, 1-7 Unwins Bridge RDSt Peters NSW 2044,Sydney

AustraliaPhone: +61 2 9557 3122Fax: +61 2 9557 5322Email : newzealand@orgreen.dk---USAIncite International Inc2749 Hunter Dr , Blue SpringsMO 64015Phone: +1 816 220 7533Fax: +1 816 220 1877Email : USA@orgreen.dk---CANADA Prisme Optical Group36 des TilleulsSte-ThereseJ7E 5P6 QuebecPhone+ (450) 979-0542 - Toll free (888) 281-9987Fax+ (450) 979-0546 - Toll free (888) 621-8679Email: prisme@orgreen.dk

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