Dutz Eyewear
Bold & Innovative
By exhibiting in Silmo Istanbul, Dutz gains invaluable visibility in Turkey and surrounding markets, while the fair strengthens our industry relationships and solidifies our commitment to growth ambitions.
Dutz Eyewear, founded in the Dutch city of Oss, is renowned for its bold style and stands as Holland’s most daring eyewear brand. Since its establishment in 2005, Dutz has rapidly grown into a thriving international business with a global network of 30 distributors. Dutz is deeply committed to the simple yet powerful philosophy that ‘buying a frame should be fun’. This principle guides every aspect of the brand’s work, from creating vibrant and eye-catching designs to offering high-quality eyewear at accessible prices. Each year, the brand launches approximately 50-60 new models in its Dutz and Dutz Titanz collections, providing customers with innovative and exciting options. In 2022, the Dutch brand took a significant step by introducing its first Dutz Sunz collection. This new line of sunglasses quickly gained popularity and has become an indispensable part of the brand’s portfolio. We are pleased to present our exclusive and in-depth interview with Arianne Jonkergouw, Dutz Eyewear’s Purchasing & Design Manager, and Harco Witteveen, the Commercial Director, to explore the essence of the brand.
Hello Arianne. Could you tell our readers a little bit about yourself and how you crossed paths with Dutz Eyewear?
My name is Arianne Jonkergouw, and I’ve been with Dutz Eyewear since 2014, where I serve as the Purchasing & Design Manager and one of the company’s three shareholders. I hold a degree in International Business, and while I don’t have formal design training, I have spent over 22 years working in design and purchasing roles. My journey into the eyewear industry was somewhat serendipitous. In 2002, after working in the financial sector, often abroad, I decided to make a career shift and returned to the region where I grew up. I joined a local wholesaler of spectacle frames, where I had the opportunity to develop my skills as a ‘self-made designer’ and purchasing manager. In 2014, Roland Vandermeulen, a former colleague, approached me with the opportunity to join Dutz Eyewear. I’ve always had a deep passion for fashion, and I inherited a creative background from my father, who was a goldsmith. Combining this creative foundation with my business and financial expertise has allowed me to effectively manage and guide the design process from start to finish.
What would you like to say about Dutz Eyewear’s brand vision and the milestones that have accelerated its development over the last two decades?
Over the years, Dutz Eyewear has consistently differentiated itself through its bold designs, commitment to quality, and an unwavering focus on customer needs. The company’s journey from a small, relatively unknown Dutch brand to a global player is marked by several key milestones: expanding into international markets, continually innovating in both materials and design, and listening closely to our customers’ preferences. As we approach our 20th anniversary in 2025, we are excited to celebrate our legacy and look forward to continuing our mission of providing “A Frame for Every Game” for eyewear lovers around the world. Everybody can be so Dutz!
What would you like to say about Dutz’s design DNA? How do your designs differentiate you from other brands?
Dutz Eyewear’s design DNA is rooted in a playful yet functional approach to eyewear. We believe in the power of simple, thoughtful details-pure, contemporary lines, vibrant colors; the natural beauty of the eyes are fully revealed through the clean-cut design of the frames. Our frames strike a balance between bold and commercial, always in tune with current fashion trends while remaining accessible and wearable. What sets Dutz apart is our ability to bridge the gap between classic and fashion-forward eyewear. We incorporate distinctive, colorful accents in subtle ways, ensuring each frame has a unique character without being overly dramatic or ostentatious. This is the essence of what Dutz and the “Dutchies” are all about. While many mainstream brands may focus solely on trends, Dutz stands out by embracing vibrant color combinations, unexpected geometric shapes, and innovative materials and prints-all while prioritizing comfort, wearability, and durability. We believe eyewear should be inclusive, offering styles that flatter a variety of face shapes and suit every personality. The Dutz collection targets men & women of all ages. Dutz has paid special attention to those with large and small faces who have difficulty finding a frame that fits. Meeting the needs of those that require a larger or smaller size, yet do not want to compromise on design. Our mission is simple: to create eyewear that makes a statement but fits effortlessly into anyone’s lifestyle. By blending high-fashion aesthetics with all-day comfort and inclusivity, Dutz delivers eyewear that feels as good as it looks.
What are the elements that inspire you while designing your collections? Do these elements change every season? To what extent are current changes reflected in your designs?
Inspiration for Dutz frames comes from a combination of fashion trends, diverse cultures, and global influences. We translate these elements into designs that embody vibrant colors, unique personality, and the timeless simplicity and elegance associated with Dutch design. Our collections are a harmonious blend of international runway trends and everyday practicality, drawing inspiration from fashion capitals, evolving street styles, and valuable customer feedback. While our signature bold colors, striking prints, and eye-catching acetate materials remain integral to our identity, each season introduces a fresh narrative. This approach ensures our designs remain both trend-conscious and timelessly appealing.
What are your priorities in choosing materials for Dutz Eyewear collections
Quality and comfort are at the heart of our material selection for the Dutz Eyewear collections. We prioritize hypoallergenic stainless steel, Japanese titanium, Mazzucchelli acetates, and premium components to ensure every frame offers durability and long-term comfort. Over the past five years, lamination has become a hallmark of our designs, allowing us to seamlessly combine patterned acetates with both tortoise, solid and transparent acetate materials. These distinctive combinations have become the signature eyecatchers and top sellers of our collection. In August 2024, Dutz proudly launched its first series of exclusive acetates. These vivid, tailor-made color and material combinations, meticulously selected by our design team, bring creative ideas to life in bold and unique designs. By expertly working with bright transparencies and vibrant solid acetates, we create eyewear that adds originality and personality to every wearer, transforming frames into an expressive extension of individual style.
Let’s talk a little bit about the new collection you are preparing for the Spring/Summer 2025 season and the highlights of the collection…
Colourful frames are set to shine in 2025, reflecting joy and creativity in eyewear design. For Spring/Summer 2025, we are embracing a palette of vivid and natural hues, paired with clean, contemporary lines that reflect the evolving preferences of fashion-forward yet practical wearers. The Spring/Summer 2025 Dutz collection is a harmonious blend of retro-inspired silhouettes and modern minimalist aesthetics. This season, we’re showcasing frames in bold, electric hues alongside soothing earthy tones, each thoughtfully designed to celebrate individuality. Versatility is at the core of this collection-it’s playful yet sophisticated, offering options that balance daring creativity with understated elegance. We have created a range that blends striking colors with timeless shapes, appealing to both fashion-forward individuals who see eyewear as a vibrant form of self-expression and those who prefer a more subtle, refined look.
What are your favourite optical and sunglasses from the new collection? What are the features of these models that impress you the most?
One of my favourite standout models from the new Dutz collection is the sleek ladies’ model 2346-46, crafted from one of our exclusive tailor-made acetates. I’m particularly drawn to how the solid coral red lining contrasts beautifully with translucent aqua, burgundy, and hints of brown. This combination creates a striking yet elegant look that balances subtle sophistication with everyday comfort. From the Dutz Sunz collection, my favorite is model DS027-45, a bold, feminine design inspired by the chic glamour of the 1970s. Made from premium Mazzucchelli acetate, this frame features vibrant color-blocking in electric blue and warm brique, adding a contemporary edge to a timeless style. It’s perfect for those who want their sunglasses to make a bold statement.
Dutz Eyewear will celebrate its 20th anniversary in 2025. Do you have any surprises or innovations planned for this special anniversary?
Our 20th anniversary in 2025 marks two decades of vibrant and colourful designs, and we’re excited to celebrate this milestone in style. To commemorate the occasion, we’re planning exclusive limited-edition frames, special Dutz giveaways, and global events that highlight our journey from an ambitious Dutch startup to an internationally recognized brand. This celebration is our way of expressing gratitude to our loyal customers, partners, and employees who have supported us along the way. At the same time, it’s an opportunity to look ahead and set the tone for the next 20 years of Dutz Eyewear-continuing to innovate, inspire, and bring bold, unique designs to the world.
Hello Harco. How do you position Dutz as an independent Dutch brand in the global market? How do you approach increasing brand awareness?
Harco Witteveen: As a fiercely independent Dutch brand, Dutz thrives on being bold and unapologetically unique. We set ourselves apart with fearless designs, top-tier craftsmanship, and a “no-nonsense” approach to customer service. Our global strategy focuses on strengthening distributor relationships, leveraging dynamic digital marketing, and showcasing our brand at premier optical fairs such as Silmo Istanbul (in close cooperation with our local eyewear partner Optomod), Silmo Paris, Opti Munich, and Mido, as well as smaller, more local fairs. This collaborative approach with local partners ensures maximum visibility in key markets.
You are represented in Turkey through your distributor. Could you tell us about the contributions of this cooperation to Dutz’s plans and goals in the Turkish market?
Harco Witteveen: Our distributor partnership in Turkey has been instrumental in enhancing our brand’s presence in this vibrant, fast-growing market. By tailoring our marketing strategies to local preferences together with our partner and fostering strong retailer relationships, we’ve successfully positioned Dutz as a go-to brand for fashion-forward eyewear lovers in Turkey.
What are your thoughts on the development of the Silmo Istanbul Optical Fair, which was held for the 11th time, and the values it adds to the sector
Harco Witteveen: Silmo Istanbul has become a pivotal platform, especially in its 11th edition, for connecting international brands with key regional players. By exhibiting in Silmo Istanbul, Dutz gains invaluable visibility in Turkey and surrounding markets, while the fair strengthens our industry relationships and solidifies our commitment to growth ambitions. Silmo Istanbul not only amplifies brand visibility but also fosters a sense of community within the global optical sector.
December 2024
