Meet Vasuma – Part 3: Jan Vana

Jan Vana is one of the original minds behind Vasuma. While his title is Creative Director, his fingerprints are on every part of the brand’s visual identity – from the earliest sketches to the refined, confident aesthetic that defines Vasuma today.

With a background in graphic design and a deep love for film, music, and culture, Jan brings a cinematic sense of composition to everything he creates. Two decades in, his design approach is still evolving – not by chasing trends, but by staying curious, observant, and always a little offbeat. We sat down with Jan to talk about frames, influences, and how you keep a brand sharp without losing its soul.

Some days it’s about expression. Other days, about comfort. For Jan, the glasses he wears are always a reflection of how he feels in the moment.

What frame are you wearing right now – and how do you decide which pair to go with each day?

“I’m wearing Pakobra in gold. It really depends on how I feel – but I tend to wear one frame for a couple of weeks, then move on. Pakobra is the favourite right now because it’s thin, super light, and made of titanium. Normally, I wear chunky black acetates – this one’s a nice contrast.”

As one of the brand’s original designers, Jan has built up quite the archive. But even after all these years, certain styles still hold his attention.

What does your personal Vasuma collection look like – and do you have a go-to model?

“Of course I’ve got a collection that goes back almost 20 years. But lately, it’s been the newer ones: Atheris, Eirenis, Titanboa, VW3 – all in black – and then the Pakobra in gold. Besides that one, I mostly switch between Titanboa and VW3. They just work.” Jan says.

Jan’s aesthetic has always blended his past with the present. It’s raw, but refined. Edgy, but never forced.

How has your personal style evolved over the years – in terms of both glasses and overall expression?

“I’m a former metalhead – that’s always been part of my base. But with age, comfort has crept in too. I think my glasses have followed the same path. One of my old favourites was Patchnose, a thick acetate frame. Funny enough, it would fit right in with the glasses I wear now.”

Inspiration, for Jan, is everywhere. But certain decades always call louder than others.

What’s inspiring you right now – visually or creatively?

“Old films. Old movie stars. Everything was just cooler back then – especially the 1950s and ’60s. Think Marcello Mastroianni or a young Michael Caine.”

Design doesn’t start in the sketchbook. For Jan, it starts with a feeling, a mood, or a flicker of an idea that catches him off guard.

“Inspiration doesn’t follow a structure – sometimes it just sneaks up on you.”

How does a new design process usually begin for you? Is it form, feeling, or something else?

“There are so many different ways it can start. Sometimes it’s a film or an old photo that triggers an idea. Sometimes it’s a gallery visit. Inspiration is everywhere – you just have to stay open.”

And while form matters, the feeling of a frame is just as important. It’s something you carry with you.

How do you want a Vasuma frame to feel – not just look?

“We’re tactile beings. I want our frames to speak to all the senses – the weight, the material, the texture, the colour, the small details. All of it should be felt, not just seen.”

Vasuma’s design language has always balanced between past and present – retro silhouettes with just the right twist of now.

What defines Vasuma’s design language today – and how do you balance retro with the contemporary?

“As we always say: a classic outline with a modern twist. We never want to simply copy a vintage frame – that doesn’t work. But when you’re inspired by an older shape, you automatically add something from today. As a designer, you’re shaped by the time you live in – and that always shows through.”

Still, the industry shifts. Jan keeps a close eye on what’s happening, but Vasuma never follows trends blindly.

What’s the biggest trend in eyewear right now – and how are you responding to it?

“Thick acetate. And I actually love that – there’s so much you can do with acetate. We’ve added more bold pieces to the collection recently, but since Vasuma is so known for metal, we’re trying to keep the balance. We want to offer both.”

Trends fade. Relevance stays. And for Jan, keeping Vasuma interesting after 20 years requires more than just product.

“We keep an eye on trends, but we never let them define us. Balance is everything.”

What’s most important to keep a brand relevant after two decades?

“A high-quality product will always matter. But it has to be wrapped in a story – something fun, something interesting, something that builds a real connection with the customer. Especially after 20 years.”

Some milestones are about numbers. Others are personal. For Jan, one of the most defining moments was realising what kind of designer he had become.

Is there a memory from the Vasuma journey that shaped you personally?

“That I ended up designing a completely different product – eyewear – in an industry I never expected to be in. And that people actually wear the glasses I’ve designed, every day. That still blows my mind sometimes.”

So where is Vasuma headed next? For Jan, the mission is clear: stay independent, stay inspired, and stay personal.

How do you see Vasuma evolving – what should the brand stand for in the years ahead?

“We’re working hard to expand and solidify Vasuma as a go-to brand for people looking for something personal and high-quality – outside of the mainstream. And, of course... take over the world.”

He smiles. But only half-joking.

Jan sees design the way he sees art – timeless, but always of its time.

If Vasuma were a piece of art, what would it be?

“I think of work that feels old, but looks like it could’ve been made today. Like Juan Sánchez Cotán’s 17th-century still lifes. Vintage in subject, but so modern in their execution and composition. Kind of like Irving Penn’s food still lifes, too.”

What do you hope someone feels when they put on a pair of Vasuma frames?

“Wow... where have you been all my life?”

Jan wears the Pakobra in Gold.

Want to learn more about us? Read the Vasuma Story and check out the article about Lars Malmsten, Co-CEO and Steffen Sundelius, Co-CEO.