In conversation with LINN STRACHWITZ
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Linn Strachwitz
On the occasion of ic! berlin’s 30th anniversary, the high-end stainless steel eyewear pioneer, we meet Linn Strachwitz, Marketing and Communications Director of the brand.
This year ic! berlin celebrates its 30th anniversary. In your opinion, how has the brand managed to remain relevant for new generations without betraying its identity?
«By staying true to its founding principles, rooted in creative engineering, minimalist design and technical excellence. These are precisely the qualities that have made it possible to create cold-laminated stainless-steel frames made unique by the futuristic screwless hinge, a tec hnical solution that remains unmatched in terms of lightness, durability, comfort and precision. A form of quiet luxury that perfectly aligns with contemporary aesthetics and allows the brand to connect naturally with new generations, as confirmed by the strong interest in the special capsule collection created to celebrate the first 30 years of ic! berlin, which adds new chromatic finishes to the brand’s heritage».
Looking at your professional journey, what has helped shape your vision of marketing in the eyewear industry? And what advice would you give to a young person who wants to work in this field today?
«Before joining ic! berlin, I spent 15 years working in marketing and public relations for luxury fashion and e-commerce companies. This taught me that, at its core, successful marketing and PR always revolve around the customer: to be appealing, trustworthy and engaging, it is essential to understand their needs. I brought this principle into the eyewear world, even though it is a highly competitive landscape with a vast number of brands, where clarity and differentiation are more essential than ever. With ic! berlin, this task is both a responsibility and a privilege, because the product itself is so unique in terms of quality, engineering and design that it offers a strong and honest story to tell. To anyone who wants to work in this industry, beyond solid training, I would recommend staying curious across different fields and choosing brands you truly believe in, because only authenticity allows a brand to stand out from the background noise, especially in a crowded market like eyewear».
“Made in Berlin” is an integral part of the brand’s DNA: what is the strength of this cultural identity and how does it manage to resonate with a global market?
«Made in Berlin represents both a mindset and a place. Berlin stands for creativity, independence and unconventional thinking, values that are deeply embedded in ic! berlin’s approach. Continuing to manufacture in Berlin also allows the company to maintain full control over quality, innovation and manufacturing expertise: from the first sketch to the final inspection, all collections are produced and quality-checked. Yet it is precisely this strong local identity that enables the brand to connect on a global level. By focusing on design, technical excellence and product performance, ic! berlin speaks to those who value substance, confidence and originality, regardless of geographic location».
