VIU Flagshipstore München Swiss Looks at Gärtnerplatz

The Swiss know a thing or two about cheese and chocolate- everyone knows that. What not everyone knows is that they also have quite a lot to offer in fashion and design. Best example? The eyewear label VIU. With their glasses, you can confidently show your face in even New York’s or Berlin’s fashion scenes- or, naturally, in the hip München Gärtnerplatz quarter.

That is precisely where the local flagship store of the Swiss brand can be found and customers can get lost in a light and airy atmosphere in search of their favourite frames. You don’t even need to have poor eyesight in need of fixing- every VIU model is also available as sunglasses. The days of these pieces of nose jewellery only being used as visual assistants are long gone anyways. If you try on The Beau, The Ace, or The Muse- the names of just a few VIU frames- you’ll see why: these don’t just fulfil a purpose, they’re style statements.

At least, that’s how it was for me the first time I learnt about the label. Their very first store in Zürich had just opened and I happened to walk by. Taken in by the slick minimal designs- and not just the glasses, but the interior itself- I began researching who or what stood behind them:

Five men, who thought it was high time for an exciting alternative to the current mass-produced glasses from the Far East. Namely, glasses that are fun, stylish, and enduring- but still affordable. They’ve succeeded in all of these.

The VIU models are drafted by Fabrice Aeberhard, the creative head of the team. The designer studied at the renowned Zürcher School of Arts (ZHdK) and- as I discover while browsing their website- was originally behind another favourite Swiss label of mine, Qwstion, along with Christian Kaegi. In München, I still receive comments on my backpack from the very same label- I’m sure it’ll be the same with the glasses!

These two are joined by the know-how of two economy pros and one optic specialist. The glasses are produced by hand in a tradition-rich manufactory in the Dolomites. The main material is acetate with a cotton makeup of over 70%. In short: Swiss design made in Italy.

With this recipe for success, VIU had already launched before the first stationary store had even opened. The beautiful pieces are also available on their online shop, in Switzerland as well as Germany. A local optician will then take measurements for the prescription lenses and fit you chosen model.

And if you’re searching for your favourites at the München flagship store, an eye test can be done at an optician’s a few houses down the road. Not a problem though, when you can test the style factor of your new accessory directly on the street on a lap around the scenic quarter…