Through the eyes of neubau eyewear
Life is like a giant jigsaw puzzle. A kaleidoscope of moments and experiences that makes us discover each day a new, bringing together the most diverse places and impressions in baffling ways. Like a bar and a bookstore, a vintage shop and a club, galleries and countless little backstreets. On a walk through Vienna’s 7th district Neubau, not only do we encounter this odd collection of shops, but also a multitude of scents, sounds and faces. Walls as colorful as a watercolor set, deep greens and…
Life is like a giant jigsaw puzzle. A kaleidoscope of moments and experiences that makes us discover each day a new, bringing together the most diverse places and impressions in baffling ways. Like a bar and a bookstore, a vintage shop and a club, galleries and countless little backstreets. On a walk through Vienna’s 7th district Neubau, not only do we encounter this odd collection of shops, but also a multitude of scents, sounds and faces. Walls as colorful as a watercolor set, deep greens and that incessant sensation of music in our ears.
We can allow ourselves to drift in this stream of creative energy, this labyrinth of little backstreets that nonetheless keep pointing us in the right direction, leading us to the source of inspiration and a hunger for adventure. And yet this source is not a defined place, it cannot be found on a map, but right inside our minds. It is an emotion, an instinct, a sensation that drives us along in its bubbling spirit of invention, in all our creation. Just like our home, the Neubau district. This combination of an inspiring environment and a feeling of home may be one of the most important treasures we will come across in our lives. It should be treasured, fostered and nourished. We want to see that green sprout fresh shoots, want to take in our environment in perfect focus, soak up the minutest of impressions, get to know the people that make our district Neubau and so many other creative places even more worth living in. We want to infect and support others with this passion and, through our “See & Do Good” initiative, pull all of us together as a team – for our vision of a greener future that we shall never lose sight of.
And because this journey has not reached its end by a long shot, we invite you to see the world and its possibilities in a new and sustainable way, be it through our glasses, on our blog theframeofmind.com, our social media channels or right here in the pages of our new Lookbook 2018.
Sigmund & Carl
For our new, extravagant sunglasses model we have taken inspiration from those two iconic and controversial trailblazers of psychoanalysis, Sigmund Freud and Carl Gustav Jung. From their pioneering spirit, their special relationship with Vienna, not to forget their characteristic spectacle frames.
I dread Vienna, and I will dread it three times as much when I come back from Berlin.” Sigmund Freud used to love winding up Viennese society and its elite of poets and thinkers with statements like these. For the longest part of his life the founding father of psychoanalysis lived and worked in Vienna, and in fact he harbored a deep bond to his city and the particularities of the “Viennese soul”. While he mulled over his theories on the human psyche in his beloved coffeehouses, scribbling ideas in his countless notebooks, another pioneer of the field would soon join him there: The Swiss psychiatrist Carl Gustav Jung with whom Freud would envisage a concept of the human psyche which would inform our understanding of our psychological make-up to this day. And just as the thoughts and theories of both of these enquiring minds blended and complimented each other a century ago, their characteristic glasses now merge into one in the shape of our new sunglasses model Sigmund & Carl. Freud’s rounded model meets Jung’s metal frames, just as revolutionary trains of thought met forward-looking concepts. Inspired by this, innovation and finesse are also reflected in our new neubau hinge, which has been used in this model for the very first time. A detailed new interpretation of the neubau logo is carefully embedded in the functionality of the frame, adding a fitting finish to the high quality character of the model.
To us Sigmund & Carl represents not just a visual homage to the two groundbreaking minds that gave the model its name, but also pays tribute to their uncompromisingly challenging thoughts and their drive towards new ideas.
On the trail of Sigmund & Carl
What started six years ago as the digital diary of the actor and photographer Carola Pojer, has since turned into one of Austria’s most successful blogs. The 31-year-old’s pen name “VIENNA WEDEKIND” already combines two of her biggest influences: Austrias capital and the proto-expressionist German playwright Frank Wedekind. A minimalist with a keen eye for detail, we couldn’t have thought of anyone better to follow the trail of inspiration leading to our new model “Sigmund & Carl”, so we met her for a chat.
You are wearing the model Sigmund & Carl which was inspired by those two icons of psychoanalysis, Sigmund Freud and Carl Gustav Jung. Both of them spent a lot of their working lives in Vienna. Where would you go to feel the presence of their spirit in today’s city?
Definitely to the Café Landtmann or the Café Sperl, which also were part of our photo shoot. Beyond that, a walk along Vienna’s Ringstrasse is an absolute must. That’s where you will pass many historic buildings, such as the University where Freud used to teach, which will give you an impression of old Vienna.
You are traveling a lot between the world’s fashion capitals, but you still live in Vienna. What is it that fascinates you about the city?
I love its mix of the classic and the modern. On the one hand, you’ve got these epically beautiful historic buildings and a unique coffeehouse tradition, which only exists in Vienna in this form, that whole idiosyncratic vibe. On the other hand you’ve got modern architecture, innovative concepts that combine shopping and dining out, and the kind of urban coolness that you’ll find in a district like Neubau.
In what words would you describe the Viennese style?
Timeless, classic and understated – with a hint of bravery.
All eyes on naturalPX
Our milk? Organic. Our lipstick? Vegan. The shirts on our backs? Fair trade. In all aspects of our lives we take care of our environment and recognise our responsibility for the future of coming generations. So why should we stop at spectacles, our constant companions? That’s what we thought too, and so we introduced an innovative, sustainable material called naturalPX to the production of our frames. This highly developed, environmentally friendly polymer is produced from organic, renewable materials. More than half of it is derived from the oil of the ricin plant, commonly known as The Wonder Tree. The seductive buzzwords that make this sustainable material such a great all-rounder are flexibility, durability, extraordinary lightness and the highest intensity in color. Add to that modern aesthetics, comfortable wear and a good conscience! Make up your own mind and find out more about our frames on neubau-eyewear.com.
The honey bee conservancy
Let us picture the scene: A Sunday brunch without coffee, honey or fruit. No spring flowers and no more variety on supermarket shelves. It’s a future you wouldn’t wish to imagine, and yet it isn’t far from unlikely, at least if one of the key contributors to our eco-system keeps getting overlooked: The honeybee. In only a few decades that busy hum in the air might well fall silent, and those blurry dots hovering over our meadows might disappear from view.
That’s what makes it all the more essential and welcome to know there are initiatives ready to take a stand for those all-important insects. One of the most proactive among them calls itself The Honeybee Conservancy. This not-for-profit organization is strategically introducing swarms and hives of bees into communal gardens all over New York to counteract the extinction of the honeybee and maintain a healthy balance between nature and the city. Naturally, we have offered our assistance, and together with the Honeybee Conservancy we have not just contributed to the realization of their ideas, but also created our own delicious varieties of honey.
After all, the idea of a greener future is a vital motivation on our mission, and not losing sight of the smallest members of our community plays an important role in this. Or as Guillermo Fernandez, head of the Honeybee Conservancy, sums it up: “Sometimes hope comes in the most baffling sizes. And sometimes it comes in the shape of a bee.” You can find more information about The Honeybee Conservancy on thehoneybeeconservancy.org.
Let's meet Model Matthias J. Götz
It becomes natural to fight for the things we love”, Matthias J. Götz – sustainability-focused architect and model for our latest campaign – explains when asked about why he invests time and effort into taking care of the environment. It was through his parents, biologist and chemical engineer, that Matt learned how the co-dependency between all living creatures on earth is key to balancing its complex ecosystem. Inspired by this, the Bavaria-native took flight out into the world: From Europe to South America, all the way to India and back.
Following this journey of globetrotting, the 32-year old has since settled down in Huesca, a Spanish small town at the foot of the Pyrenees, where he practices his craft. His definition of success? “When you can focus on what you are best at while simultaneously following a holistic, sustainable approach”.
Following our shoot in Barcelona, we had a chat with Matthias and had him share the changes he wishes to see in the world, his contribution and what motivated him to get started in the first place.
What is sustainability-focused architecture? How does it distinguish itself from “average architecture”?
Historically speaking, sustainable architecture is nothing new. In fact, it wasn’t until the so-called developed world changed this with the discovery of fossil fuels and the industrial revolution more than 200 years ago. Meaning that the history of non-sustainable buildings is very young and has not even reached every corner of the world yet. So, for a high percentage of our population, the architecture they know is still pretty sustainable compared to the western world’s glass palaces. That being said, planet earth’s resources are limited, some even hazardous for us and future generations, which is something sustainable architecture takes into account.
What would you say might’ve been your biggest accomplishment? How have you made your mark?
I prefer focusing on marks I want to make rather than dwelling in the past, but I’d say I’m quite proud of what we have managed to achieve with the Elephant Podcast over the last two years, which we use to spread climate change awareness on an international level through interviews with leading thinkers, experts, journalists and scientists. My team and I also have a software project in the works that, if successful, will ensure that non-sustainable architecture will only appear in history books in a few decades from now.
Being a model, what change would you like to see in the fashion and beauty industry when it comes to sustainability?
There’s this myth in fashion that you can either have great design or a sustainable product. This is simply not true and there are countless examples that prove this statement wrong. As a result of fast fashion’s market domination, though, we find ourselves consuming products at higher quantity than quality, products that don’t last, and weren’t designed to last. I would like to see people in those industries challenge themselves more, to view sustainability as a basic parameter. We need to go back to a “less is more”-kind of attitude.
At neubau eyewear it’s about combining consciousness and style. Where would you say does this shimmer through within the campaign and our brand as a whole?
I believe the best part about neubau eyewear and their campaign is that the sustainability-part of it is not that obvious. When I saw the glasses for the first time, it was the sole style and quality that caught my attention. At first, I was not even aware of the fact that sustainability is a driving force behind the label and their products. This, to me, is the definition of success: When you can focus on what you are best at – designing great glasses in this case – while simultaneously following a holistic, sustainable approach.
The Elephant Podcast is available on the iTunes store or via www.elephantpodcast.org
Matthias J. Götz is represented by PMA, www.promod.org
You can read the full interview on our blog theframeofmind.com