WRITER Melanie Kell

When two ex-professional snowboarders from Belgium – Anton Janssens and Raf Maes – decided to switch their focus from shredding peaks to designing eyewear, they knew the ride ahead would be anything but smooth. Over 15 years on, Komono has become a global brand, coveted by Gen-Zand millennials. mivision caught up with Anton to find out more.

Q. You and Raf founded Komono in 2009 in Antwerp. In a competitive environment, and with no previous experience in eyewear, it was a bold move. What made you do it?

It was a natural progression of an entrepreneurial lifestyle and energy. To be the first generation of professional snowboarders (and especially in a flat country like Belgium) required following your passion against whatever anyone would say or expect.

Snowboarding literally took us “offthe beaten track”. And this attitude, to follow our passion regardless, combined with an interest in making beautiful things and about eight years of experience in the fashion business as a successful clothing and accessories distributor all culminated into one thing: Komono!

Q. What skills did you bring to the job of designing an eyewear collection?

I had no background in eyewear whatsoever, apart from being a design and beauty enthusiast with an extensive collection of sunglasses; I just love sunglasses, as they really are the ultimate way to express your individuality and mood. They are the icing on the cake when it comes to personal style. They are a means of communicating who you are. I did have experience in the fashion industry and saw what the power of a strong brand could be; how, if you are authentic, you can create a true community of like-minded passionate souls. That’s ultimately what Komono is all about.

Q. Tell me about your early years designing and bringing Komono to market: What learning experiences stand out and how did you apply these experiences to your future designs / production methodology?

Haha, those were very wild days. We had nothing to lose, and we were driven by passion and energy, which is very magnetic for many people. We just wanted to express ourselves in a very free way. My designs were, and still are, very intuitive.

Of course, when we grew into a global brand, responsibilities and processes changed, but my main learning would be that however big the ‘pressure’ from the market and partners can be, you really have to stay true to yourself, and at the same time adopt an attitude of constant evolution. If you are not passionate about this, I don’t think you will survive in the long run.

Q. How do you describe the brand today and how is it differentiated from your competition?

We are proud to be born and raised in Antwerp, Belgium’s fashion environment, which is unique. Through the fashion academy, it has been the birthplace of many of the world’s most influential designers. I believe we have a unique approach in the way we connect with Gen-Z and millennials. We go way beyond our perfectly crafted products to deliver a storytelling experience; something you don’t see too much in the optical world.

Q. How has the brand personality grown over the years and how is this expressed?

Just like life itself, you get more experienced every year. As I came from fashion and not optical, I had to evolve in eyewear craftmanship. Today every single curve and detail is completely thought through. In the beginning it was more about creating strong statement pieces only. Today the balance of both is way stronger. Apart from the design, it’s more about confidence. If you innovate and do things differently, retailers are not always understanding where you want to go as they hold on to the past. We truly represent the future, and today we have a proven track record. People who know, know!

Q. Tell me about your target market and geographic reach?

We are now global, but of course Europe is still the epicentre of our business. The fact that I’m doing this interview proves we are becoming more noticed globally. As far as demographics, we focus on the young, exciting, and dynamic energy of Gen-Z and millennials. Or people like myself, who will keep that energy till the day they die. ;-)

Q. Tell me about your design process: how do you go about designing new collections?

Inspiration is really everywhere and comes at the most unexpected time and places. It could be nature as well as the city; there’s beauty everywhere. You just have to keep your eyes wide open! Practically, we start from a yearly theme that captures the zeitgeist. For 2025 that’s the Komono Odyssey, aesthetically inspired by (Stanley) Kubrick’s movie. On top, I believe many people are on a personal odyssey, discovering and expressing themselves.

Q. Where are Komono frames manufactured and is there anything distinctive about the manufacturing process?

We manufacture in the best factories in China. I know there’s still a stigma on quality, but honestly, I’ve visited a lot of factories all over the world and I’m proud of the quality and craftmanship we deliver. We inspire our manufacturing partners to constantly raise the bar and focus on the smallest details. We take a lot of pride in that.

Q. Having gained so much experience designing and manufacturing eyewear, what do you believe to be the critical elements for success?

You really have to be very clear on your identity and what you stand for. Consistency is key. Antwerp is known for innovative contemporary fashion. This environment is a constant source of inspiration, which resonates globally. We invest in new generations of designers through our collaborations with the Royal Academy of Fashion; it’s exciting to show a glimpse of the future and elevate eyewear to a true statement piece of art. At the end of the day we sell a feeling more then we sell a product.

Q. Can you describe the new collections you are working on and when we can expect to see them?

2025 is the year of the Komono Odyssey, taking inspiration from space travel and furniture design of the first space age. It really speaks for itself. We take cues of the past and transform them into statements for the future. We drop a new chapter every two months, which all come together in one story.

Q. And finally, what excites you about the market – and your place in it – going forward?

As a pioneer of accessible luxury, rooted in the fashion realm, we weren’t always understood when we started, but I am very confident that our persistence and dedication to support independent practices have proven to be visionary in terms of where the market is going.

Komono offers a brand experience that connects with Gen-Z and millennials. In a constantly evolving world, you have to invest in the future. New generations are looking for ways to express themselves and we play a key role in their connection with their eye care practitioner. That energy and excitement is magnetic. I couldn’t be more grateful and proud to play a role in that evolution.

Komono is distributed in Australia and New Zealand by ProOptics (AUS) 02 8007 6041.