Project Green model Gum C3

Eyes Right Optical’s Project Green brand is on a mission to become a world leader in environmentally friendly eyewear, said CEO Mark Wymond. Launching at O=Mega23, the new high-end brand will offer wearers who appreciate luxury eyewear an opportunity to reduce their environmental impact without compromising on quality, style, look or feel, he said.

There is an opportunity in the market to fulfil an unmet need in this niche and while sustainable eyewear collections do exist, major improvements can be made to capture other parts of the market, said Wymond. “This is where Project Green fits in. Its collection aims to be more like the Tesla of sustainable eyewear, rather than the Prius.”

Launching a new sustainable collection fits well with Eyes Right Optical’s focus on minimising its environmental footprint, something it initiated long before it became mainstream, said Wymond. “It all forms part of a wider trend in the optical sector, whereby more suppliers and eyecare providers are moving to sustainable practices to align with consumer expectations. Even though we have been implementing all these initiatives, we’ve found there is a real appetite for an environmentally friendly collection.”

Wymond said the collection’s hallmarks include earthy tones, contemporary shapes and attention to detail. “One of the key features is a collaboration with Visottica Comotec, a global leader in customised components for frames. Project Green will feature the company’s patented 2D hinge that allows up and down movement of the temples and a higher resistance to bending than traditional flex hinges.”

The new collection features around 30 models, which are predominantly feminine in style, but there are several men’s designs too, he said. The collection is designed using Mazzucchelli biodegradable acetate, biodegradable demo lenses, reconstituted leather cases and biodegradable packaging. For every frame purchased, Project Green will donate to an environmentally focused charity. This year it has chosen to plant one tree for every frame sold through the reforestation movement One Tree Planted.