Loki was born from a simple yet revolutionary question: why should reading glasses be dull? The brand emerged from the idea of turning a functional object into an expression of joy, irony, and personality. This intuition led to the creation of the Eye Candy collection: frames that don’t just have a colour—they have a “flavour.” Lemon yellow, cherry red: a playful, mouth-watering world that makes vision feel light and fun.
The iconic packaging completes the story: small metal tins reminiscent of old-fashioned candies, instantly evoking a sense of happy, almost childlike nostalgia.

Loki’s philosophy rests on one principle: life is brighter when we allow ourselves to play—even when our eyesight starts to change. Loki challenges the idea of aging as a loss, offering glasses that aren’t just tools but little objects of everyday good cheer. Function and style coexist without compromise.

Loki’s values revolve around a simple idea: colour is a language, and every frame is a way to express one’s personality. Lightness and irony are woven into the design, conceived to spark joy and turn an ordinary gesture into a moment of pleasure. At its core lies the desire to offer accessible quality, carefully selected materials, and high-performance lenses—always staying true to the spontaneous, pop-inspired spirit that defines the brand. Loki embraces an inclusive aesthetic, where fun has no age and everyone is free to express themselves through what they wear.

Loki speaks primarily to an adult audience—typically 40 and up—who are beginning to need reading glasses but want to do so without giving up their identity. Alongside ready-to-wear readers, the brand also offers sunglasses, extending the Loki experience to every moment of the day.