Among morning rushes, mismatched outfits, and unexpected style mashups, Metro was born - a brand shaped by the city’s creativity itself.

The idea wasn’t planned, we saw a gap in the market for quality eyewear in an affordable price range. It was spotted in reflections on subway windows, in café corners, and in the faces of people who didn’t even know they were setting trends. The city was the runway, and everyone was part of the show. Gothenburg as a small city with big ambitions, was the perfect scene for it.

Metro started in Gothenburg. Not in a boardroom or a branding brief, but in the everyday rhythm of the city - among the people who make it move.

We saw people wearing confidence instead of labels. There were frames that didn’t match, styles that shouldn’t work, but somehow did. That’s when we realized - real style doesn’t come from rules. It comes from moments. From motion. From the way the city moves you.

Metro Eyewear was built for that kind of energy. For the go-getters, the over-sleepers, the dream-chasers, and the “I’ll figure it out on the way” kind of people. Our frames aren’t about fitting in, they’re about standing out quietly or loudly. It’s your choice.

But we knew style wasn’t enough. The city demands durability. That’s why every Metro frame is crafted from premium Italian Mazzucchelli acetate chosen for its depth, strength, and feel. Inside we added our now signature blue coated layer with an anti reflective treatment.

Each model carries a piece of Göteborg - named after places, clubs, and people who keep the city alive. We’re proud of where we come from, and we wear our 031 proudly.

We’re not here to tell you what’s cool. We’re here to remind you that you already are.

Love,

Team Metro