VOOY x deluxe – Hamburg’s Finest Eyewear

When the Hamburg-based multi-talent Samy Deluxe gives free rein to his creativity, it can only be a good thing for the realms of music, art and fashion design alike. So it’s no wonder that Edel-Optics, as a Hamburg-based company, has teamed up with the local rap genius for the first collection of the new brand VOOY.

VOOY, which stands for Vision Of the Other You, is the Hamburg optician’s newest creation, which not only has a new, modern approach to eyewear, but also points the way to the future. Glasses have long ceased being a reason to get picked on, and instead it’s glasses-wearers who set the newest trends when it comes to accessories. And since glasses and sunglasses have long been among the most popular fashion accessories, it’s no longer enough to own just one model. Fashion-lovers in particular tend to not only combine watches and sneakers with outfits, but also put the icing on the cake of their outfit with a pair of glasses.

New situations require new looks.

On top of this, glasses are placed in the middle of the face and so make up a large part of anyone’s first impression of you. Depending on which facet of your own personality you want to emphasize, the eyewear you choose will be different. Just as you don’t go to a job interview wearing your festival shoes, you don’t enter a club with your nerdy reading glasses that you usually only wear in the library.

With its double pack offer, VOOY provides the ideal solution to be prepared for changing everyday situations. You can choose two pairs of VOOY glasses, two pairs of VOOY sunglasses or a combination of both so you always have what you need for different occasions. Samy Deluxe also saw the advantages of the 2-piece set – and made it even more impressive by making each of the four models from the collaboration available in four different colours. Available as glasses or sunglasses, the collection VOOY x Deluxe consists of 32 unique pieces designed by the creative genius together with Edel-Optics. When he was first prescribed glasses in the early noughties, the rap star couldn’t get used to them right away. Today, when he has to decide which model he will leave the house with, he can choose from several different cases of glasses straight away.

Samy himself celebrated the new brand with a freestyle rap performance at the release event, which took place this Friday at the Hamburger Ding. Proud of his glasses collection, Samy reflected that he has already designed almost everything in fashion and merchandise that is usual for a popular hip hopper: caps, beanies, hoodies… Samy even has sneakers with the Reebok brand in his portfolio. But as for glasses and sunglasses, the star was celebrating his debut.

His interest in creating an eyewear collection was not in the money, but rather in completing the work of art as he sees it. This is because the fifth element of hip-hop is fashion, which makes you look like a piece of art when you walk down the street. Another side of the deluxe dude is his social commitment. That’s why he founded the DeluxeKidz organisation in 2013, which shows children and young people an alternative way of spending their free time and introduces them to music, language, dance and the performing and visual arts. The aim is to stimulate their interest in creativity, initiate team-building processes and strengthen their self-confidence by promoting their skills. Edel-Optics supports this charitable project and, together with Samy Deluxe, is donating 10 euros per purchase of a VOOY duo pack to DeluxeKidz until the end of July.