Interview: Jacob Hoglund of Sunpocket Sunglasses


So many people aim for a vintage look when it comes to shades, so it makes perfectly logical sense to go right to the wellspring. Sunpocket is a classic brand of sporty styles that's a nostalgic household name over in Europe, but they hadn't been making sunglasses for some time. Jacob Hoglund relaunched the brand this year, selling at shops around the world and Opening Ceremony in the US. We spoke to him through e-mail and he let us know that Sunpocket is in his blood—peep that picture above of his dad rocking a mean pair and holding young Hoglund on his knee.

What's the history of Sunpocket? We're a French brand that boomed in several countries in the '80s. In Sweden and Brazil and Spain. We had an open house for the Spanish press in Madrid about a month ago, and I visited a well-known skate shop in the city. The two owners, both in their 60s, had a few vintage Sunpockets that I managed to buy from them. They told me that they used to sell 2000 units per season back in the day. That's just amazing.

What was your first experience with Sunpocket? Did you wear them? I was too young back then, but my parents did, and so did everyone else in Sweden. They were really a huge success. It is almost impossible get hold of photos from that era where not at least one person is wearing them. I was raised in a family very passionate about skiing and during breaks we always hung out in the Swedish and Norwegian ski resorts. Sunpocket was a natural element.

You've kept the relaunch pretty simple so far. For our first season, we decided to do two of the vintage frames, Sunpocket Sport and Sunpocket II, and we did update some colors of the frames and lenses. We have some great news coming up though, but I can't share with anyone yet. We might show a few new styles at Capsule in Las Vegas.

Are your sunglasses inspired more by sport or just day-to-day life? They were originally made for an active lifestyle and since all of us at the office enjoy surfing, skiing and skating, I guess the look has been influenced by that. The end of the temples are quite steep and they should be tightly fitted so you won't lose them, even when participating in extreme sports. The plastic we use is a light-weight grilamid, which is extremely resistant compared to other eyewear. The lenses are unbreakable so if you accidentally fall, you won't smash them. But so many of the shops that carry Sunpocket are fashion-oriented, so they're really suitable for any kind of lifestyle.

Interview: Jacob Hoglund of Sunpocket Sunglasses