Meet Vasuma – Part 2: Steffen Sundelius

From the very beginning, Steffen Sundelius has played an essential role in shaping Vasuma’s journey. Along with his co-founders, Lars Malmsten and Jan Vana, he helped take the brand from an idea rooted in fashion into a distinct voice in the eyewear world – built not only on aesthetics, but on attitude, instinct and connection.

Today, Steffen works closely with Vasuma’s growing network of retailers and agents across Europe and beyond. His role is just as much about presence as it is about product. A background in marketing gives him structure, but it’s his openness, intuition and sense of humour that have helped shape many of Vasuma’s most long-standing partnerships.

As the brand celebrates 20 years in the business — making both glasses and sunglasses — we sat down with Steffen to talk about its early days, the people behind it, and what the future holds.

You’ve been with Vasuma since day one. What has the journey been like for you – personally and professionally?

“Oh wow. What hasn’t happened? I was in my early 20s when we started Vasuma – now I’m just a bit older, with two kids, a mortgage, and a pension plan," he laughs.

“Professionally, I’ve become more thoughtful. Maybe a little less anxious. Just like Vasuma has evolved over the past 20 years, so have I – both in my role and as a person."

There’s a grounded energy in how Steffen reflects on the past. The growth of Vasuma has never been about speed, but rather about building something real – piece by piece, with intention. That foundation, he believes, comes from curiosity.

"We didn’t know exactly what it would become – but we knew we wanted to do it our way."

You’ve met and worked with countless retailers and partners over the years – what do you think makes someone connect with Vasuma?

“I think – or at least hope – it’s our curiosity. Since day one, we’ve been like sponges, soaking up inspiration and knowledge from the people we meet. We’ve always stayed humble, and I think that’s made a difference. There’s always room to improve.”

Steffen’s ability to build connection is central to his role – not just in how Vasuma is presented, but in how it’s remembered. His energy balances professionalism with something more human. It’s not about being slick. It’s about being real.

What do you think sets Vasuma apart when you present it to someone new?

“Our range, and our personality. A lot of brands feel very clean, very technical. We’re more open, more expressive. You never really know what’s coming next – but somehow, it still feels like Vasuma.”

That tension between unpredictability and consistency is part of what has kept Vasuma relevant across two decades. A refusal to flatten the edges, even as the brand has matured. It’s a quality that also shows in the way Steffen approaches relationships.

How important is personal connection when building relationships in retail and sales?

“One hundred percent important. If there’s no personal connection, it’s not going to work. It’s a relationship – and if it doesn’t feel right, then it’s not right.”

That personal touch was visible early on – sometimes in unexpected ways. In Vasuma’s early trade show appearances, things didn’t always follow the rules. But they were never forgettable.

Do you have a favourite memory that really captures the spirit of Vasuma?

“There are a few. At our very first trade fair, we brought a few frames, a bottle of Jack Daniel’s, a TV, and a PlayStation with Guitar Hero.”

“At another one, we threw a full-on Swedish crayfish party – not knowing food wasn’t allowed. The whole hall smelled like snaps and shellfish for three days.”

While Steffen’s roots are in marketing, he doesn’t romanticise the theory behind it. For him, communication is about timing, tone, and instinct.

"We’ve always done things our own way – sometimes it works, sometimes it’s chaos. But it’s always real."

How has your background in marketing shaped how you communicate Vasuma today?

“Honestly? Not that much. Some basics and lingo stuck, sure – but marketing moves too fast. You can’t rely on what worked ten years ago. You have to trust your gut, listen to younger people, and accept that sometimes you need a bit of luck.”

That gut feeling plays a central role – especially when it comes to people.

"We never tried to fit in – we just focused on being clear about who we are."

What role does gut feeling play in your work with sales and partnerships?

“In sales, probably too much,” he says with a grin. “But in partnerships? It’s everything. First impressions matter. And when you trust your gut, really trust it – that’s when great things happen. Sure, sometimes it doesn’t work. But when it does – it’s magic.”

Trust, personality and curiosity. These are the pillars Steffen keeps coming back to – whether he’s talking about how Vasuma designs frames or how it builds community. When asked who the Vasuma customer really is, he doesn’t hesitate.

What defines a ‘Vasuma person’?

"Someone who’s curious, grounded, and confident in who they are."

And when it comes to where the brand is going next, he talks less about change – and more about clarity.

"Someone who sees things a little differently – and isn’t afraid to show it."

Where is Vasuma headed?

“We’re going through a bit of a shift – or maybe more of a return. A return and a redefinition, in a way. We’re going back to the roots of what made Vasuma what it is – being more honest in our tone, our design, and our choices.”

“But it’s not just about referencing the alternative vibes of the 60s, 70s or 80s anymore. It’s also about listening to the people wearing our frames today, and drawing inspiration from the world as it is now. That mix is what’s exciting. And a lot of that comes from the team – they keep us grounded, but they also keep us moving. That’s inspiring.”

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

Steffen wears the Capensis Sun in Transparent grey/Blue.