Ego-centric

Swedish frame design company Ego is hoping its Scandinavian styling will start to find favour in the UK as practices look for frames with personality. Rory Brogan speaks to Ego UK representative Anders Feuk

When it comes to test marketing product to spot trends, global companies are increasingly turning to Sweden, which has a small and discerning population, allowing researchers to see how a trend travels.

Anders Feuk, export manager of Ego Optiska AB, says: 'People pick up trends, they travel very quickly. In general people have the attitude "If he can buy it, I can buy it".'