Brand Radar: MessyWeekend and the rise of functional eyewear
MessyWeekend began as a direct-to-consumer (D2C) challenger to the traditional high-margin eyewear model. The goal: offer well-designed, technically credible sunglasses at accessible price points. Designed in Copenhagen and manufactured with durable acetate frames, the collections reflect a fusion of Scandinavian minimalism and sport-driven edge. A lifetime warranty on acetate frames underscores the brand's long-term quality promise, an increasingly important value proposition in a fast-accessory market.
Since its launch, MessyWeekend has expanded into over 35 markets, with distribution through both e-commerce and a growing retail network in cities such as Copenhagen, Paris, and Ho Chi Minh City. The brand's webshop supports multiple currencies and languages, streamlining global access while maintaining a focused core collection. Halo & MessyWeekend Credits: Halo x MessyWeekend Key success factors and social media engagement
MessyWeekend's appeal lies in its ability to speak directly to Gen Z and young millennials through a hybrid narrative of style, sport, and sustainability. In 2023, the label launched Messy Active, a performance eyewear line designed for movement yet styled for everyday wear. Models like 'Tempo' and 'Speed' combine aerodynamic frames with polarised lenses, catering to the rise of cycling-inspired fashion and outdoor lifestyle aesthetics.
Collaborations with figures like Logan Paul, via MAV, and UK streetwear label Parlez have extended the brand's reach across digital-native communities. Danish outerwear brand Halo and eyewear specialist MessyWeekend, both from Denmark, have joined forces to create a sunglasses capsule embodying the essence of both brands: uncompromising quality, pure functionality, and a clean, minimalist design. Meanwhile, the brand's Instagram strategy leans heavily on user-generated content, including the branded hashtag #MyMessyWeekend, fostering a sense of community and authenticity. Educational content on ocean plastic initiatives and sustainability claims adds credibility to the brand's purpose-driven storytelling. Halo & MessyWeekend Collaboration Credits: Halo/MessyWeekend Halo & MessyWeekend Credits: Halo / MessyWeekend Price range and collections
MessyWeekend positions itself in the affordable-luxury segment. Core acetate sunglasses retail between 100 euros and 105 euros, while limited-edition or sport models are priced between 119 euros and 132 euros. Children's sunglasses cost around 57 euros to 66 euros, and prescription models average 130 euros. This competitive pricing, combined with a high-quality, performance-oriented product, reinforces the brand's value-driven identity. Global reach and outlook
With its presence in over 35 countries, MessyWeekend continues to grow its Asia-Pacific footprint and test new technical materials. Its contribution to ocean plastic removal, integrated via a partnership with the NGO Empower, is woven throughout its communication, packaging, and product storytelling.
As demand for functional lifestyle accessories grows, MessyWeekend stands out as a Scandinavian brand that balances performance, purpose, and price. Its evolution offers a compelling example of how independent labels can scale responsibly without compromising their DNA. ABOUT THE BRAND Read more about MessyWeekend on their brandpage
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Press and Journal
34 minutes ago
- Press and Journal
Readers react as BrewDog announce closure of flagship bar with some calling it 'favourite pub in Aberdeen'
News of the impending closure of BrewDog's flagship bar has come as little surprise to Aberdeen punters. BrewDog Gallowgate has been in operation since 2010, earning the title of the firm's first-ever bar. However, after 15 years of trade, doors to the Granite City bar will close for good. The establishment is one of two getting the axe, with staff at their Camden-based bar in London also facing unemployment. Size, location and other 'limiting factors' were put down as major sticking points. Aberdeen punters have echoed their sentiments, with many citing a downturn in trade. Readers feel the BrewDog venue was simply 'too close' to their Castlegate offering. One reader wrote: 'Not really surprising – hardly ever anyone in it, it's too close to the Castlegate one, which is more visible to a passing crowd as well as being larger and having more menu options.' One man wrote: 'The Castlegate is so close and has better food options, so maybe not a huge surprise.' Another wrote: 'It was innovative at one time – but then they made it a middle-class pizzeria.' Some fear the industry will die out amid the downturn in footfall. Taking to the comments, one person wrote: 'Aberdeen's ghost town these days. Absolute dive. 'No pub will be seen in 5-10 years time.' A regular punter said he was sad to see the BrewDog bar go. They wrote: 'Sad to see my clubhouse going. It is a great wee pub and whatever anybody else says, it has great different beer, not the watery rubbish of Tennents, Carling and the like. 'They gave so much support in the early years to other craft brewers, and that's why we have different types of beer now.' Another described the venue as their 'favourite Aberdeen pub.' One person commented: 'What a shame. I remember when that used to be a local bar.'
Press and Journal
36 minutes ago
- Press and Journal
Aberdeen inspection firm acquires city rival and safeguards jobs
Aberdeen inspection and maintenance firm Euro Energy Services (EuroES) has acquired a rival city firm. The Altens-based company, which has a turnover of £3 million, has bought Future Access Solutions (FAS) for an undisclosed sum. EuroES chief executive Darryl Anderson said acquiring the fellow Granite City business would 'safeguard' the jobs of the 20 staff who will transfer as part of the deal. The firm, which now has 70 employees, is looking towards a bigger focus on the renewables market. Darryl believes the acquisition is 'a natural progression' in uplevelling the existing service portfolio, whilst further enhancing the company's combined foothold in key onshore and offshore markets including civil engineering, utilities, food and drink, and offshore construction and maintenance. He said: 'It puts us in a good position going forward because obviously having a rope access company as part of our portfolio opens up a whole new range of opportunities. 'Before, we'd outsource to third parties, but this acquisition is beneficial for us because we can make it more competitive when we're pricing for jobs. 'We look forward to benefiting from the knowledge and expertise of Andy's team as we pool our resources in to maximising future opportunities.' Future Access Solutions was founded by Andrew Graham in 2018. He has more than 30 years of operational experience. The company provides access consultancy and construction services to the offshore energy, marine and onshore civils, and construction sectors. Andrew will move into a new role as multi-discipline services director at EuroES. He said: 'Coming together with EuroES creates a unique opportunity to take the business to the next level. 'This new era will empower us to leverage our combined scale and expertise to continue delivering exceptional service to our customers and we are excited about what lies in store.' Earlier this year EuroES announced it had doubled its turnover to £3m in the past year. The company attributed this in part to the recent quadrupling of the work it has been carrying out in the North Sea. Darryl said: 'This is a strategic move which will unlock future potential by combining our strengths to achieve greater innovation, expanded reach and enhanced value for our growing client base. 'We've got other plans for the business, which is mainly in line with renewables. 'I think we would like to get to a stage where at least half the business is dealing with that.'
Press and Journal
3 hours ago
- Press and Journal
Wood potential takeover moves step closer as Aberdeen firm agrees new terms
Aberdeen firm Wood has agreed to a refinancing condition with Sidara related to its potential takeover offer. The energy services giant has also announced an extended deadline for Sidara to make its put-up or shut-up offer. The board is continuing to work with the Dubai firm. It revealed a commercial alignment on the headline terms of the proposed refinancing. If the holistic non-binding conditional proposal were to move forward, Wood's board would 'be minded to recommend' the offer to shareholders. Sidara's offer sits at 35p per share – around £242 million in total, despite sources revealing it was exploring a cut-price deal. Wood and Sidara have been 'engaging constructively' with the Aberdeen firm's lenders in relation to debt modifications. The proposed refinancing is expected to include an extension of Wood's committed debt facilities to October 2028. It will also see entry into new committed bonding facilities to provide the firm with the capacity to meet its operational bonding requirements. Wood company secretary John Habgood said: 'Although the company has been in discussions with substantially all of its committed lenders, not all lenders have engaged in relation to the proposed refinancing.' The firm currently employs around 35,000 staff across 60 countries. Its new deadline for Sidara to make its intentions clear is August 25. Wood said there is also commercial alignment on the headline terms of a stable platform arrangement. The board of Wood said it will continue to work with Sidara in relation to pre-conditions of the possible offer. Sidara is also continuing to make further significant progress with its due diligence on Wood. The Aberdeen firm also revealed there is no update on when its overdue accounts will be published, with the delay meaning shares in the company remain suspended. An independent financial review revealed a number of adjustments are required on its accounts for the past three years. The review, by Deloitte, highlighted 'inappropriate management pressure' as well as issues with project contracts. The Dubai-based firm has made publication of the accounts a condition of any firm offer it may make.
