Vasuma x SoonNoon
Vasuma x SoonNoon
Two Stockholm brands. Two crafts. One limited edition.
Vasuma and SoonNoon come together for a limited collaboration built around two objects with an undeniable connection: the hat and the sunglasses. Both were originally made to offer protection from the sun, but have become something much more than that — objects of style, identity and self-expression.
ROAD DUST and AMBER HAZE explore that connection from two different perspectives, bringing together two objects designed to be worn, lived in and made your own.
“We’ve always loved what a great hat can do. You put it on and suddenly the whole look feels different. Sometimes it can even change how you feel.
We think sunglasses have that same thing going on. Obviously they give you shade, but they also become part of your style and how you see things. So putting the two together felt pretty natural to us.
It also fits with how we think about SoonNoon. We’re drawn to that feeling of following the sun, and just doing things in your own way. Vasuma has a similar attitude, so it felt like there was a lot to connect around.”
– Jonathan & Sandra, SoonNoon
By joining forces, the collaboration brings together SoonNoon’s approach to traditional hat making with Vasuma’s more than 20 years of experience in eyewear. What was really fun for us was getting to know each other’s crafts a bit better. We obviously brought different things to the table, and that became a big part of the creative process.
We were involved in both the hat and the glasses from the beginning, bouncing ideas back and forth and looking at everything from the shapes and materials to all the little details. It was much more of a conversation than two separate products being made side by side. And we kept that same approach when we got to the packaging. We wanted the whole thing to feel connected, right down to the moment you open the box.
ROAD DUST – cowboy hat
ROAD DUST brings the enduring spirit of the cowboy silhouette into the SoonNoon world.
Hand-shaped and finished in our Stockholm atelier, the hat is made from fur felt and finished with a dark brown 2-ply hat band and a hand-polished gold toothpick.
Inside, a custom satin lining featuring the interlocking VS monogram adds another layer of detail, developed exclusively for the collaboration.
AMBER HAZE – sunglasses
Created alongside ROAD DUST, the navigator style AMBER HAZE brings Vasuma's eyewear expertise into the same visual world.
The frame combines a gold metal front with Havana acetate temples, finished with engraved details on the inside of the temples and temple tips.
The VS collaboration emblem is incorporated into both the temple tips and nose pads, adding a subtle signature to the frame.
JAN VANA – Creative Director & Co-Founder, Vasuma
“We've known about SoonNoon for quite some time. We've attended their workshops, worn their hats ourselves and always had a lot of respect for what Jonathan and Sandra do. There's a real knowledge of materials and an attention to detail in their work that we appreciate.
We also genuinely love what a great hat can do to a look. There's something about putting on a beautifully made hat that can completely change how an outfit feels, and we obviously believe a great pair of sunglasses can do exactly the same thing. So bringing the two together felt very natural.
What made the project especially fun was being able to get involved in every part of it, from the hat and sunglasses down to the packaging and smallest details. It gave us the opportunity to really dig into the craft and create something that feels considered from the moment you open the box. We're incredibly proud of the result and genuinely feel we've created a collector's piece.”
JONATHAN & SANDRA – Founders, SoonNoon
“For us, a hat has always been about more than protection from the sun. A great hat can change how you feel – a little more confident, relaxed, maybe even more free. That’s a big part of SoonNoon: following the sun and finding your own path. So bringing that feeling together with sunglasses felt very natural to us. They can do the same thing – become part of how you look and see the world.
We’ve also loved what Vasuma has been doing for a long time. Their connection to Stockholm’s music and creative scene really resonates with us, as music has always been a big part of SoonNoon too. What was really exciting about this project was getting so involved in the making of everything. We worked closely on both pieces, with lots of ideas and back and forth, and it was honestly a lot of fun. We learned a lot from each other and are really proud of the result.
The result feels like a genuine meeting of SoonNoon and Vasuma – and hopefully something people will enjoy wearing as much as we enjoyed making it.”
ROAD DUST and AMBER HAZE is produced in a strictly limited edition of 50 numbered sets, with bespoke details developed exclusively for the collaboration. Each edition comes in a numbered collector's box.