In early 2021, CHIMI is replacing its original core-collection and introducing a new range of eyewear to the mix. “Like all Swedish brands we love minimalism, but we launched the brand with an eye-catching color smash that strayed away from the “less is more” mentality,” Charlie adds, explaining that CHIMI’s approach to color will always make the brand unique.
The new Core Collection revolves around timeless and trusted shapes that we have refined and tweaked to create something that feels modern, and reflects our brand today. Of course, we still want to keep our unique colourfulness as part of our core DNA, but to also focus on more earthy tones,” adds Linnea Ryrstam, Design & Production Manager at CHIMI.
“The biggest challenge is that we can never be satisfied with the quality, and we are constantly trying to challenge and disrupt the market,” Charlie continues. It comes as no surprise that CHIMI is always looking for the next big opportunity, with collaborations with names like model Elsa Hosk, to featuring Swedish astronaut Christer Fuglesang in a campaign, the label always has tricks up their sleeves.
Meet the dynamic design duo Charlie Lindström and Linnea Ryrstam