Collaboration between Team DSM and Hans Anders Retail Group on product innovation

Partnership at pro cycling team leads to sport glasses innovation

Gorinchem, 7 april 2022 - The Hans Anders Retail Group (with its optician shop chains Hans Anders, eyes + more and Direkt Optik) introduces together with World Tour cycling Team DSM the eyewear brand DRIIVE. The brand focuses entirely on innovative sports eyewear. The first collection is the successful result of intensive joint product development with the aim of creating the perfect racing glasses for athletes at the highest level. DRIIVE sports glasses are available (also with prescription) from 11 april for cyclists and other outdoor athletes in the Netherlands, Belgium, Germany, Austria and Sweden.

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Cyclists, material experts and product engineers go for the best sports glasses

Starting in 2020, the R&D experts from TEAM DSM and Hans Anders Retail Group worked closely together on the requirements for the ultimate professional racing glasses. This led to a product development trajectory in which experts from the cycling team collaborated with specialists and technicians of the optics group to create the next generation of sports glasses.


The result is the first collection of DRIIVE sports glasses, which have been thoroughly tested by TEAM DSM under all conceivable conditions. In the meantime, team members won their first races wearing the newly developed glasses. From 11 April, the glasses are available in all 700 shops of Hans Anders, eyes + more and Direkt Optik. 

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Victory for Lorena Wiebes, Ronde van Drenthe, wearing the innovative DRIIVE racing glasses. Photo credits: Cor Vos.

Top achievement

Team DSM and Hans Anders Retail Group share the ambition to be at the forefront of innovative solutions and thinking. Bart van den Nieuwenhof, ceoof the optics group: "Team DSM and our optics experts have delivered a top achievement together. Cyclists and other athletes know about the importance of good sight in top sports, and we know all about high-quality spectacles, perfect lenses and optimum sight and vision during sport. Together, we were able to get the best out of people and their environment."

Iwan Spekenbrink, CEO of Team DSM: "With Hans Anders Retail group we share our vision on sustainability, safety and innovation. We want to be the best in these fields. For us, innovation means being ahead of the game and beating our competitors. With these sports glasses Team DSM has gained a sporting advantage over its competitors. We are proud to have achieved this with our DRIIVE collaboration.”

Cyclists and other athletes know about the importance of good sight in top sports, and we know all about high-quality spectacles, perfect lenses and optimum sight an vision during sport. Togheter, we were able to get the best our of people and their environment. Bart van den Nieuwenhof, ceo of Hans Anders Retail Group
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DRIIVE PRO and HYBRID sports glasses, available in different versions with and without prescription.

The DRIIVE collection

The collection is available in two versions:  

·        The DRIIVE PRO collection (from 149 euro): state-of-the-art professional sports glasses, made of sustainable materials, with aerodynamic design, extremely light weight, high quality lenses, including prescription, different shields for all weather conditions without distortion, high quality coating for clear vision and adjustability of the glasses at nose and ears.

·        The DRIIVE HYBRID collection (from 79 euro): sporty hybrid glasses that are perfect for all outdoor activities (such as cycling, mountain biking, running, hiking, etc.) and other leisure moments. Also available with prescription lenses.

As you may expect, Hans Anders Retail Group delivers with its DRIIVE collection great value at affordable prices.  View the full collection at or

Additional information for the editors

Making of DRIIVE

In this video we show you how the DRIIVE sports eyewear collection is designed and produced by the specialists of the Hans Anders Retail Group and Team DSM.

Winning partners, by Iwan Spekenbrink

In this video, Iwan Spekenbrink, CEO of Team DSM, tells about the unique collaboration between Team DSM and the Hans Anders Retail Group that has led to the development of a high-tech sports eyewear collection.

Piet Rooijakkers R&D Team DSM

Piet Rooijakkers, R&D expert at Team DSM, explains which requirements and wishes of top athletes the DRIIVE sports glasses collection meets.

Favicon for Media kit: DRIIVE sports eyewear | Hans Anders Newsroom

An overview of the DRIIVE PRO and Hybrid eyewear, with and without prescription, available from 11 April 2022 in all Hans Anders, eyes + more and Direkt Optik shops.

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Infographic DRIIVE PRO sportglasses.

Contact details

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