BRAND DNA

The focus of Bellinger is to make a statement and leave a lasting impression. Inspired to be refreshing and innovative, Bellinger frames will always have that extra flavor that makes the brand interesting. The fun shapes, the unique color combinations, the fine details, or the precision cuttings – these are all things that make Bellinger stand out.

Bellinger consistently focuses on innovation. We design and create original eyewear with a twist of something new and unique – always trying to go where no one has been before. We do not go for the easy or simple solution. When we design, it's with a feeling of raw energy, joy, happiness, excitement and passion, and we want you to the feel the same and look your best when you are wearing our frames. Our customers like to be colorful and vibrant – never fading into the background but always standing out. They have great personal style – their own.

We deliver something that is different - something we are proud of. We pick up the currents of time and our ideas stem from a desire to add extra color to everyday life in an innovative way - with equal parts humor and joy. We don't believe anything is done right if we're not having fun at the same time.

HISTORY

Back in the early 2000s, the optician industry was dominated by frames in black and brown colors, and the temples were not in the designers' spotlight.

When Claus and Malene made their entrance on the optical scene at the SILMO fair in 2003, the couple blew visitors away with a brightly colored collection... and returned home with a full order book. The timing was just right for Bellinger, who had a vision to bring color to the eyewear world and bring joy into the industry. Today, we have built a name that resonates with renowned opticians and fashion-conscious consumers worldwide.

In response to the somewhat "boring" trend at the time, Bellinger came up with an eye-catching collection with frames in both orange, pink and lime green put together in curious color combinations. The traditional temple was replaced with a wider version with spectacular cutouts. Here was an eyewear company that at once prided itself on creating frames with joy, and at the same time possessed an obvious design talent.

With comments from suppliers such as: 'Finally something that is totally different, but sellable', it became clear that the industry was hungry for innovation and design, where design thinking had been taken outside the box.