What does it take to build a luxury sunglasses brand crafted from biodegradable and recycled materials? We interview the founder of The Avantguard and share our review of these eco-luxury sunglasses.
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As the days get warmer and longer, one quintessential accessory that we’ll all reach for more often comes in the form of a cat eye or wayfarer from a great sunglasses brand. Yet since with most styles on the market are made from non-recyclable plastics, some of us might be on the hunt for glasses that have a great aesthetic and more sustainable materials.
Environmentally-aware brands are opting for bamboo, bio-acetate (a plastic-like material made from plants), or recycled plastics instead of virgin plastic materials. These options are biodegradable, sustainably sourced, or made from materials that we already have. And, to round out the circular aspect, these brands also ensure that their frames are crafted to withstand manhandling even from those of us who sometimes forgo cases and toss our sunglasses into our already crowded beach totes. In other words, they’re built to last so that we can practice the sustainable art of “buying better and buying less.”
One of the perks of being a part of The Wellness Feed team is that we get to preview and review the best products from environmentally friendly brands. This has included wallets made of apples and shoes that can be composted instead of thrown into the trash. For spring, I’ve had the pleasure of reviewing The Avantguard, a sunglasses brand. At first sight, I loved the luxurious and sophisticated aesthetic- very très chic. I tried the Lotus, Celosia, and Dahlia sunglasses, and I was impressed by the craftsmanship (which you’ll notice from the weight of the materials the moment you pick up a pair) to the detailing like the gold hinges and the brand signature lasered onto the sides.
Style-wise the Dahlia is my favorite. It’s classically oversized and the clearish hue feels unique, yet still timeless. However, whether I’m walking or sitting still, it tends to slip down my nose bridge. It’ll probably be a pair I’ll wear on the beach… when I’m not moving and simply lying down. As a person with a narrow face, I love the snug fit of the Lotus. It’s a classic chocolate tort with a slight wing that adds a dash of femininity and is classic enough to wear every day. Plus, the lenses are super dark, so I’m excited to test them out on a bright beach. For occasions where I want to make a statement, I’ll reach for the Celosia, a distinctive cat-eye in sandstone that has garnered compliments in the last week.
Chic styles aside, I also fell in love with the brand’s dedication to using biodegradable, recycled, and plant-based acetates. It’s always reaffirming to know that sustainable materials and luxury can go hand-in-hand. Even the packaging was an ode to saying ‘no’ to single-use plastic. The sunglasses arrived in paper boxes that were sturdy enough to be reused. The cloths are etched with beautiful designs you’ll want to use and reuse. The thin piece of plastic to protect the glasses is recyclable. When you decide you’re finished with a pair, The Avantguard has partnered with the reseller AirRobe, so you can sell your used sunglasses and give them a second life instead of throwing them away.
Always focused on knowing the creative minds behind the brands featured on The Wellness Feed, I reached out to The Avantguard founder Faiza Seth. The serial entrepreneur and philanthropist started her collection of luxury sunglasses after she was diagnosed with the beginnings of a cataract. Her diagnosis is the reason the designs feature premium lenses that offer UV400 and blue light protection, and her brand is focused on the value of creating sustainable timeless products.
Your production chain is global. How do you choose ethical manufacturers to work with?
The glasses are manufactured in Japan, but the lenses are from Germany and the acetate is from Italy. We chose manufacturers who were based in Japan as Japanese manufacturers are known for their craftsmanship and quality. We like to choose manufacturers with whom we have a personal relationship with so there is good communication during the whole manufacturing process and transparency.
Are the sunglasses’ materials biodegradable?
Most of the models of the glasses are made out of biodegradable cellulose acetate. It is an eco-friendly material made from cellulose obtained from wood produced in sustainably managed forests or cotton linters (the hairy fibers that cling to cotton seeds after harvesting) combined with acetic acid (the main constituent of vinegar). It usually biodegrades within 18 days.
Why did you choose to use plant-based acetate versus plastic-based acetate?
It’s considered the highest quality material for eyeglasses and sunglasses. The rest of the models are made out of recycled acetate.
Were there any obstacles to sourcing eco-friendly materials?
Eco-friendly materials are easy to source, but they cost more than normal acetate because they are the highest quality material to use for sunglasses. Avantguard is about longevity, and using our sunglasses for a long time, and we believe in investing in quality.
What are your sustainable goals for the future?
Carbon Neutrality: Work towards reducing our carbon footprint by investing in renewable energy sources or carbon offset projects.
Supply Chain Sustainability: Source from supplier partners who prioritize environmental responsibility. This includes fair labor practices, eco-friendly materials, and minimal carbon footprints.
Product Lifecycle Responsibility: Extend our commitment to sustainability beyond the point of sale by implementing a program for customers to return their worn-out sunglasses for recycling or refurbishing in order to increase the lifecycle of each pair of sunglasses.
Sustainable Packaging Innovations: Continue to innovate in packaging by reducing materials used and exploring new materials that are compostable or have a lower environmental impact.
Community Engagement and Education: Use our platform to educate customers and the community about the importance of sustainability in fashion. Engage in partnerships with environmental organizations to promote conservation efforts.
Continuous Improvement and Innovation: We are committed to ongoing research and development to improve the sustainability of our sunglasses and processes by researching and implementing the use of new materials, technologies, and practices that can further reduce our environmental impact.
By adopting these sustainable goals, Avantguard can contribute significantly to environmental conservation while also positioning itself as a leader in sustainable fashion.
