The Origins of Rolf.
Founder Roland Wolf explains
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I remember that moment in 2007. It wasn’t a grand plan, it wasn’t a well thought-out business model that drove us – it was a feeling. The curiosity to do things differently. Better. Simple tools, a basement room in Tyrol and a wild dream: to build glasses that had never been seen before.
Naturally. Handmade. And with a heart made of wood.
A FAMILY BUSINESS IN THE HEART OF THE TYROLEAN ALPS – WITH A CLEAR VISION FOR THE FUTURE.
What was initially a gimmick quickly became a deep conviction. We didn’t just want to make a product – we wanted to set an example. For nature, for craftsmanship, for a new way of thinking. In 2009, we presented the first wooden prototypes to the public at the Opti trade fair in Munich. It was exciting, but also sobering. The idea was good, but the quality was not yet where we wanted it to be. Then, in August, we submitted a pair of glasses to the Silmo d’Or – and won. An incredible moment. It showed us that our work touches people. It inspires. It has meaning.
Rolf Time travel
When I look back on our journey today, it fills me with gratitude. For my team, which dares to try new things with an unconventional spirit and a lot of emotion. For our customers, who share our philosophy. And for the opportunity to make a small difference with every eyewear model.
I have never designed eyewear to follow a trend. Rather, it was the idea of taking responsibility – for what we produce and for the world in which we do it. Early on, we experimented with materials that not only look good, but also make sense: Wood, stone, titanium, horn – and finally: the bean. A plant-based material from which we produce durable, maintenance-free frames using the latest 3D technology. Reduced to the essentials. Without screws. Without compromises.
Rolf has grown over the years. Not just in the number of employees or awards – but in its attitude. We want to be part of the solution. We are driven by the desire to run a company that is based on respect: for people, materials and nature.
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For me, Rolf is not just an eyewear brand. It is a living thought. An invitation to question things – and to rethink them. For a future that we have in our own hands.
Bernhard Wolf . CEO