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Last time we covered the Danish eyewear brand MESSYWEEKEND, Magasin du Nord had just acquired a majority stake, kicking off what the company called “the next chapter.” The focus: turbocharged international wholesale, the main driver of its double-digit growth, rather than just online as before.

Today, MESSYWEEKEND unveils a refreshed brand identity.

According to the brand, the update introduces a more refined and cohesive creative direction, including a new logo and redesigned website.

Since its founding in 2018, MESSYWEEKEND has grown from a Copenhagen startup to a global eyewear brand present in more than 40 countries.

CEO and founder Mads Koch Pedersen explains:

“With this relaunch, we are setting a clear course for MESSYWEEKEND as a Scandinavian eyewear brand with a strong fashion perspective and global ambitions.”

He adds that the brand expects to announce a series of new partnerships that will expand its reach to over 2,000 stockists worldwide.

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The refreshed creative direction will be rolled out across a series of upcoming campaigns, all developed in collaboration with Narrow Creative. The first campaign is set to launch this spring.

Kasper Mølgaard-Nielsen, founder of Narrow Creative, explains:

“For the SS26 lookbook, our goal was to establish a visual direction that elevates MESSYWEEKEND’s brand perception and sets the tone for a new, more refined visual identity – one that feels confident, empowered, and forward-looking.

Our aim is to create a visual universe that positions the brand as a leading player in modern eyewear, while remaining relatable and distinctly Scandinavian.”

At the same time, MESSYWEEKEND is launching a new collection spanning sunglasses, optical frames, sports eyewear, and ski goggles – crafted in materials such as acetate and metal, with a focus on quality, comfort, and technical precision.

The relaunch is now live.

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