WHITEOUT & GLARE launches it’s new sublabel ‘andershorn™’ in January 2011 and ultimately enters the luxury segment of exclusive eyewear with a new range of buffalo horn and pure titanium range of specs. Titanium and horn, straightforward, precious, outlandish, that’s the somewhat idiosyncratic claim of andershorn. that about describes the work already; lovingly hand crafted pure titanium comb hinges, almost goldsmith style (pun quite intended) but never retro, coalesces with monochrome, almost drab buffalo horn colors with gnarled and haptic surfaces.
Almost homophonous to ‘andersrum’, which in english translates into ‘the other way round’ and which could only be described as playing with words and meanings. Also best described as ’otherhorn’ as in ‘another kind of horn’. In any case a clear statement against uniformity and boredom. It might have begun as a pun (in german as well), but it stuck and became the new project baby of WHITEOUT & GLARE’s designers and founders. The somewhat nordic sound of ’andershorn’ hints to a natural background, which in turn forms a fine contrast to the technical aspect and the mechanical properties of the fine tuned products. Excellent craftsmanship and material know how make Germany’s ‘Hoffmann Natural Eyewear’ the perfect manufacturing partner for WHITEOUT & GLARE’s design concepts.
Like in all new collections of WHITEOUT & GLARE, the companie’s trademark titanium hinge is also the pivoting point of all ‘andershorn™’ spectacles. The distinct design language of Bischoff and Hofmann, the two designers which worked for quite a few international players in the market before, is consequently turned into reality.
The first 6 styles of the ‘andershorn™’ collection ‘WILD’ will be presented on the international trade fair show Opti in Munich in January. This core collection of pure buffalo horn and pure titanium spectacles will be complemented with an exclusive family of sunglasses from April 2011 on and a supplementary follow up collection of new rx styles will be shown on the Paris show Silmo end of September. ‘andershorn™’ will be available in selected partner stores only.
When we enter the world of ‘andershorn™’, we find ourselves in an atopian forest scenery, the internet presence invites us to go on a little walk into the woods, discovering strange artifacts and locations, that ask to be explored. Each item or location opens up into a sub-segment of the site, that offers further information. this mystical and nature related world is supplemented by a range of by-products and POS-articles. A protection case, an exclusive hand crafted reusable covering box made of 100% bio-degradable natural materials and a maintenance set with nurturing wax and a special microfiber cloth are available among other things.
Owners of buffalo horn glasses tend to be devoted wearers with an addiction to the material, although horn needs to be serviced frequently and requires a certain prudence and careful handling. the puristical yet modern design language of ‘andershorn™’ is far from being flashy and adresses a very design affine plus forty crowd that is willing to accept the basic conditions of the particular and precious material.
In addition to an ample variety of surface treatments and muted color combinations ’andershorn™’ also offers the service of tailor made spectacles, where the basic designs can be adjusted to size and fit. Unlike in most products offered on the market ‘andershorn™’ does without color laminations and material mixes, the pure and unadulterated material properties are no doubt paramount. titanium and horn, straightforward, precious, outlandish is definitely not just a marketing claim, it is program and manifest of ‘andershorn™’ rolled into one.
For more information about the ‘andershorn™’ collection please visit online at www.andershorn.com.
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