Timeless spectacle designs instead of short-lived trends – from the year one, the Black-Forest spectacles manufactory has been dedicated to this principle. This includes the love for detail, a classic use of forms, decades of expertise, and the belief in a regional and fair production. Marco Hering, Head of Marketing of Lunor AG, provides an insight into the “slow eyewear” concept of the brand that runs like a common thread through all sectors of the company, and is deeply rooted in the philosophy of quality and sustainability of Lunor.
What characterizes a frame by Lunor?
Marco Hering (MH): We are living in a fast-paced world where trends come and go – and where it is more a matter of quantity rather than quality. We design spectacles that deliberately turn away from this “fast fashion” mentality – without conspicuous logos or fashion exaggerations; for people to whom values and sustainable products are more important than current hypes. With a Lunor, you are always dressed stylistically confident both today and also in five years.
What is the design approach of Lunor?
MH: Our designs are mainly inspired by the unobtrusive shapes of the 1930s to 1960s that we reinterpret. We take our time for a balanced use of forms and a conscientious production done by hand. The result are spectacle frames that exude a distinguished reserve and can be worn with pleasure by our customers for years. Individual models such as our bestsellers A5 or the Classic Round, which became a trademark of Steve Jobs, have already been in our range for more than 25 years – which proves that timeless elegance never goes out of fashion.
How long does it take from the first draft to the finished spectacles?
MH: Concerning completely new lines, we estimate about one and a half years – from the first drawing to selling the frame. Over that period, several drafts, technical drawings, and prototypes are created. Once the pilot production is accepted, series production starts. We develop all parts of our frames ourselves, and specifically for them. There are no high-volume parts. This approach not only guarantees superior quality but also gives each part a unique touch that is often lost in mass production. It is our endeavor to undergo highest standards to produce frames that last for a lifetime. So, each Lunor can be repaired. We already take this into account in product development, and so we contribute to responsible use of resources.
Sustainability and regionality are firmly established at Lunor. Can you tell us about your development goals?
MH: We steadily work on improving our sustainability strategy. Our acetate and stainless-steel frames are entirely manufactured in Southern Germany. It is our goal to gradually expand regional production with short supply chains. Founding our own manufactory LUMAG was a logical step for this continuous development – also because it is becoming more and more difficult to find regional companies that want and can produce special components in small numbers. Just a few kilometers away from our headquarters in Bad Liebenzell, the frames of our lines M5, M6, M16, and Classic are precisely produced in LUMAG by hand.
You also had an eye on energy efficiency when constructing your company building…
MH: Sustainable energy production was indeed the most important aspect when planning our new company headquarters. Efficient solar modules on the roof produce solar electricity with a peak output of 69 kW; this year, another 30 kW and an even bigger battery storage device should be
added. Additional electricity required comes from 100% CO2-neutral energies, and the air-conditioning of the building is done using geothermal energy. Solar electricity also powers our three charging stations for electric vehicles on the company parking lot. Additionally, we house a colony of bees on our premises in cooperation with beefuture; this way, we want to contribute to the preservation of the ecosystem.
Lunor has been recognized as the first climate-neutral company in the spectacle industry in 2018. Is it really possible to produce sustainably?
MH: In principle, every production impacts the environment – that is why we have committed ourselves to keep our ecological footprint as small as possible without having to make compromises in the quality of our products. Wherever possible, we rely on renewable energy sources, reduce the input, and optimize our production processes to minimize waste and emissions. We compensate unavoidable emissions by purchasing climate certificates and supporting gold-standard environmental projects that measurably contribute to climate protection. Furthermore, we try to play an active part in the recycling system of optical acrylic lenses as a member of the “Interessengemeinschaft Nachhaltigkeit in der Augenoptik.” It is important to increase the consciousness for environmental topics in our industry. However, it is just as important to reduce the pace in order to slow down our consumption behavior. In general, we should appreciate the things we own even more, and hold to what we have for longer because, after all, it is always about the right balance between tradition, innovation, and responsibility for the future.
