The Origins of Rolf.
Founder Roland Wolf explains
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I remember this moment in 2007. What motivated us was the curiosity to take a different path— to do things better. With simple tools, a small workshop in Tyrol and a wild dream: to create eyewear the world had never 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 started as a novelty soon grew into a profound belief. We aimed not only to create a product but to lead by example—championing nature, craftsmanship, and a fresh perspective.
In 2009, we unveiled our the first wooden prototypes to the public at the Opti trade fairin Munich. It was an exciting yet humbling experience—the concept was promising, but the quality hadn’t reached our standards yet. Then, in August, we submitted a pair of glasses to the Silmo d’Or – and won. That incredible moment proved to us: Our work resonates with people. It sparks inspiration. It carries purpose.
Rolf Time travel
Reflecting on our journey today, I’m filled with gratitude—for my team, who embraces bold ideas with creativity and passion; for our customers, who believe in our vision; and for the chance to make a meaningful impact with every pair of glasses we handcraft.
I’ve never designed eyewear to chase trends. Instead, my focus has always been on taking responsibility—for what we create and the world we create it in. From the start, we explored materials that are not only visually appealing but also meaningful: wood, stone, titanium, horn—and ultimately, the bean. This plant-based material allows us to craft durable, maintenance-free frames using cutting-edge 3D technology. Reduced to the essentials. Without screws. Without compromise.
Over the years, Rolf has grown—not only in team size and accolades but also in mindset. We strive to be part of the solution, guided by a commitment to operate with respect—for people, materials and nature.
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To me, Rolf is more than just an eyewear brand. It’s a living idea—an invitation to challenge the status quo and rethink possibilities, shaping a future that is firmly within our grasp.
Christian Wolf . Co-Founder and Marketing Director