The ambition is Chrystal clear, to become world-leading in what is often called ”local made global.”

”Persistence wins”. In the north of Sweden, this saying is well-known and commonly expressed. Implicitly, is states that changing one’s mind and altering your ideas isn’t something to strive for. Stick to your plan, believe in what you do and just soldier on. Sooner or later, your way of living and thinking will become the most popular.

From working summers picking berries in the woods of Västerbotten as children to the recurring visits to Ammarnäs, where the idea of founding EOE was first born – Emilia and Erik Lindmark have continuously spent a great deal of time in the wild. There was no hesitation whatsoever that nature would play a central role both in product and in brand philosophy. It really couldn’t have been in any other way. ”We are doing this because we grew up with it. Seriously, it isn’t more complicated than that”, Erik explains.

All EOE frames have their staring point in northern Sweden. A landscape so rich in varied nature and in raw materials just waiting to be taken into use. It’s from the north the inspiration to the EOE-specific design derives and it’s from here the materials for the frames are gathered.

Horns from reindeers who have browsed calcareous grounds. Birch trees from The City of Birches (as the EOE-founders hometown of Umeå is often referred to) and quartz hand-picked in the forests outside of Kiruna in the very north. All in all, everything that EOE does happens with the same philosophy and objective: to leave as little footprint as only possible.

 

 

 

”Sweden has so much of the raw materials we use and it just feels like a given to turn to materials we know that we can keep delivering and at the same time are in complete harmony with nature”, says Emilia.