Eduard Schaepman
7 Jun 2018


by Eduard Schaepman, on 7 Jun 2018

It's time again for the annual Provada: a combination of seeing and being seen, networking and meetings. ‘Do you have any news to share with us?’, is a standard question I get during this week. I can proudly present them the latest campaign image of the fourth Tribes location in Brussels. When I showed the image, someone said: ‘wow, that’s a fast ‘planga’ Ed!’

There's no way to avoid it: this summer, the fast ‘planga's’ are everywhere. Chances are that you know exactly what I am talking about, but for those who have missed the Dutch trend: a fast planga is a pair of sunglasses with a smooth frame. The trend is especially noticeable among young people, who are trying to look as 'fast' as possible, and that doesn't have to be fashionable at all. They prefer to have a tight frame, with colored and reflective lenses: the crazier the better. 

Here on the Provada I haven't seen them yet. They definitely are here; women have large Michael Kors and Dior sunglasses in their hair. But I’m the only one who’s wearing such a planga on the Provada: in the newest campaign image for which I posed as a traditional Inuit, from the Arctic of Canada and Greenland.

The Inuit wore the very first sunglasses over 2000 years ago. It didn't have a fashionable frame, there was no famous brand name on the side, and indeed: it had no glasses. However, it was quite a handy pair of glasses, which did exactly what it had to do: protecting their eyes. The Inuit men went out to hunt, crossing the ice and snow plains. The sunlight was reflected by the snow, and with so much glare around them, the hunters were at risk of becoming snow-blind. They therefore had to minimize the amount of light that shone into their eyes. And inventive as the Inuit are, they invented the very first sunglasses.

They created a ‘frame’ from wood or bones and made narrow gaps in it. The frame was nicely connected to the face, so they had maximum visibility through the gaps and no sunlight from above or below could come through. It was such a huge hit that all Eskimo tribes from the area started to wear the sunglasses. At that time, it wasn't called a ‘planga’, but 'snow goggles'.

The Inuit were not only the first with such a handy planga, they were also very skilled at building igloos. They developed their techniques in that they eventually managed to set up such a hiding place in 30 minutes. And that comes in pretty handy when a snowstorm is about to come up... (and they did not receive a ‘code red’ warning hours in advance). And how they were able to light a fire in the igloo, without melting? The Inuit also had a solution for that... 

You can learn that and much more at Tribes Brussels Airport, open from June 28th! If you want to come to the opening, please register at And don't worry about the match between Belgium and England, which we will, of course, broadcast after the opening!

Topics:Eduard Schaepman