Independent eyewear wholesaler Eyes Right Optical is set to launch Project Green, a new eyewear brand described as “the Tesla of sustainable eyewear”.
The Project Green collection will debut on the Eyes Right Optical stand at O=MEGA23/WCO4 in Melbourne 8-10 September. It is intended for environmentally-conscious practices – and end consumers – featuring high quality bio-acetates, compostable demo lenses, a market leading hinge design and an environmental rejuvenation initiative of planting one tree for every Project Green frame purchased.
The company’s managing director and CEO Mr Mark Wymond said the Project Green brand fits within the framework of supplying high quality, designed-focused fashionable eyewear to mid- to high-end independent optical practices, or the top-end of a budget conscious store.
He said the brand represented an opportunity to fulfil an unmet need in the sustainable eyewear category.
“Project Green has been created as a high-end, environmentally-friendly collection that doesn’t compromise on quality, style, look, or feel. This collection is more like the Tesla of sustainable eyewear, rather than the Prius,” he said.
“Project Green has been purposefully designed to have an eco-friendly focus by using bio acetates from world-leading Mazzucchelli acetates, as well as other high-end eyewear material providers from around the world. The brand also features bio demo lenses that break down under compost conditions and each Project Green frame comes in a reconstituted leather case.”
The new addition to the Eyes Right Optical brand portfolio features about 30 models and 120 SKUs, which are predominantly feminine in style, but there are several men’s designs too.
According to Wymond, some hallmarks of the collection include earthy tones, contemporary shapes, and attention to detail.
An exciting feature of Project Green is the collaboration with Visottica Comotec – a global leader in customised components for frames – and the use of a patented hinge design that allows up and down movement of the temples, and a higher resistance to bending than traditional flex hinges.
“We’ve found there is a real appetite for an environmentally friendly collection – and that’s why we’ve added Project Green to Eyes Right Optical’s brand portfolio,” Wymond said.
“For every frame purchased, Project Green will donate to an environmentally focused charity. This year they have chosen to plant one tree for every frame purchased through ONE TREE PLANTED. Project Green is an environmental rejuvenation movement.
“There’s demand for it. I feel people want to do the right thing and act sustainably, but they also don’t want to compromise on quality or style. So that’s the opportunity we see with Project Green.”