Rebellion, Design, and the Unexpected: Inside Vasuma with Steffen Sundelius of VASUMA

I recently had the chance to speak with Steffen Sundelius - brand manager and one of the original founders of Vasuma Eyewear. Along with his friends Jan Vana and Lars Malmsten, Steffen helped launch the brand back in 2005.

If you’ve ever spent time with Steffen, you know he’s full of energy and personality—a true zest for life. Being around him, there’s always this feeling that things could take an unexpected left turn at any moment and lead you somewhere completely unplanned. That sense of adventure is woven into everything he does and, in many ways, it’s the driving force behind Vasuma’s boundary-pushing approach.

Our conversations usually bounce from wild stories to more personal, reflective moments—but this time, we (mostly) stayed on track. The focus was business... and getting a deeper look into the story behind Vasuma.

So with that familiar mix of humor, honesty, and unpredictability, we dove into the story of Vasuma - where it started, how it evolved, and what’s still to come.

Before Vasuma, what did you each think you'd be doing with your lives and how did eyewear find its way into your path?

Honestly, none of us thought we’d end up in eyewear. No way. We were all doing different creative stuff - photography, design, fashion - just exploring really.

But we kept circling this idea that something was missing in the eyewear world. Everything felt so …safe. Yeah, there was no personality. No attitude. So it started as a side project. Just for fun at first. Something we felt like doing for ourselves. And now …here we are.

What personal qualities does each of you bring to the brand and how have you balanced your differences after 20 years working together?

We’re pretty different. One of us will throw out this wild, rebellious idea… and someone else will be like, “Okay… cool, but let’s make sure it actually works.”

It’s a push and pull, always. But it works because there’s this underlying respect. And we’re all chasing the same thing: don’t settle for the obvious. That’s been the thing from day one.

How important is rebellion to Vasuma’s DNA?

Oh... it’s everything. It’s literally the whole reason we started.

We were the “glasses nerds” back in the day - picked on for wearing big frames, being different. Vasuma was kind of our way of reclaiming that.

It’s still part of everything we do. Our frames aren’t quiet. They’re statements. They’re meant to start conversations.

Each Vasuma frame carries a snake name. Beyond the fun ‘glasses nerd revenge’ thing, what do these names really mean to you?

Snakes are misunderstood. But also powerful. Every species we choose reflects something: elegance, strength, subtlety… even danger sometimes. Giving the frames these names adds personality. It’s another layer to the story.

Eyewear is so personal. Right at the intersection of fashion, function, and identity. How do you design something that intimate?

We always think from the wearer’s perspective. Like …how will this feel? What kind of mood does it project? It’s got to feel like an extension of their personality - confident, maybe a little quirky, definitely expressive. And yeah, the ergonomics and comfort are key, but it’s that emotional connection that makes someone pick Vasuma over something else.

How do you balance artistic expression with wearability when designing something new?

We test. Everything.

What looks great on paper doesn’t always work on a real face.

So we prototype. Test the weight. Check the nose pads. Adjust the temple curve. It has to sit right. Otherwise, design means nothing.

Swedish design is often seen as clean, minimal, functional. How does Vasuma fit or not fit into that?

We definitely respect that Swedish design DNA.

But we also like to bend it. Maybe break it a little.

There’s minimalism in the quality, for sure. The construction, the materials that’s tight. But the design language? It’s louder. Bolder shapes. Playful touches. Unexpected references.

Swedish design with a wink, I guess you could say.

How big of a role does material choice play and how do you balance sustainability with performance and aesthetics?

Massive role. Yeah, it starts with materials.

We’ve moved into eco-acetates, working with responsible manufacturers. But we’re also not willing to compromise on how it feels on your face. Comfort and character always come first. It has to feel right and sit right. But also, feel right in your conscience.

How do you juggle timeless design with the constant pressure to reinvent? Especially in fashion?

We kind of start with the past. Silhouettes that echo the ‘50s and ‘60s. There’s something timeless about those shapes. Then we twist them - modern materials, unexpected colors, new details. We’re not chasing trends, but we’re definitely tuned in to what’s happening around us culturally. It’s more about evolution than reinvention.

How do you keep frames feeling contemporary while staying timeless?

We build on the classics. Start with something iconic - like a pilot, a cat-eye, a square frame. Then we tweak it. Play with proportions. Introduce a color or finish you wouldn’t expect.

It’s always that balance between familiarity and surprise.

Your brand is rooted in vintage styles but you collaborate with modern creatives - architects, street artists. How do you balance that?

We live in that tension. It’s where we thrive.

The vintage gives us structure. The modern collaborators bring disruption. That push and pull keeps things fresh. It’s where nostalgia meets the now.

Working with creatives across different fields from architecture to music, what makes a good collaboration in your eyes?

Mutual respect. And curiosity. Always curiosity.

The best stuff happens when worlds collide. Like architecture might influence our linework. Music inspires rhythm in a design. It has to happen naturally though. The minute it feels forced, it shows.

As independent eyewear grows globally, where do you see Vasuma pushing the boundaries, whether that’s in fashion, function, or eco-tech?

We see ourselves as storytellers more than anything. And we do feel a responsibility to innovate, to experiment.

Whether that’s working with biodegradable acetates or doing small-run collabs. We want Vasuma to sit at that edge where creativity and responsibility meet. But still with our sense of humor and character intact.

How does Stockholm influence your work, from your Old Town studio to your natural escapes?

Stockholm gives us contrast. The cobblestone calm of Gamla Stan keeps us grounded in heritage and reflection. Nature helps us recharge. But then there’s the city, the design scene, the music, the art. It keeps us sharp and forward-facing. It’s this constant loop of stillness and energy.

Inspiration comes from both sides.

You manufacture in both Europe and Asia. How do you choose where each collection is made, and how do you maintain consistency?

We pick partners based on what they’re great at.

Italian acetate work? Go to Italy.

High-tech production? Asia has incredible facilities.

We’ve built long-term relationships with these factories. There’s trust there. And our quality control is tight. No matter where the frame comes from, it has to feel like Vasuma.

The U.S. market’s full of bold, logo-heavy brands. How does Vasuma’s understated, narrative-driven identity translate?

We think people are craving something with more meaning now. Less logo. More story. More soul. Vasuma offers that timeless design, great quality, and a narrative that cuts through the noise. That’s our edge.

With the U.S. moving more toward independent, ethically made fashion, how do you see Vasuma fitting in?

Honestly, this is how we’ve always worked. Small batch. Eco-conscious materials.

Transparency. We’re not mass market, and we never will be. So in a way, this shift feels like people catching up to what we’ve been about since the start.

What excites you most about introducing Vasuma to a new generation of U.S. consumers?

Connecting with people who value individuality. People who care about design and story. We’re not just selling glasses.

We’re offering an attitude. A mindset. A little rebellion. And we think that resonates.

In 50 years, what do you hope Vasuma’s legacy will be? Not just in fashion, but in culture?

That we gave people the confidence to wear their uniqueness with pride. That we pushed boundaries, didn’t play it safe. That we brought humor, craft, and heart into the eyewear world.

A brand with soul - not just style.

Big thanks to Steffen for taking the time and for giving us a deeper look into the story, spirit, and vision behind VASUMA.

Discover more at vasuma.com

Interviewed by Michael McConnell for Luxury Eyewear Forum