ECO EYEWEAR // Making Sustainability the ‘New Normal’
When Italian eyewear powerhouse MODO launches a new ECO Eyewear collection, the industry is watching closely. Especially when the new line is backed by an environment-driven approach across all levels of the product lifecycle: In the new ECO line, recycled stainless steel and bio-based materials are molded into fashion-forward sunglasses and prescription styles. Plus, ECO plants a tree for every frame sold – currently no less than 2 million trees and counting. For the release of ECO’s FW19 collection, we speak to Giovanni Lo Faro, CEO at MODO Eyewear about his brand’s unique commitment to sustainability.
About the ECO Eyewear Campaign “Now is a Good Time”
Hi Giovanni, why the new ECO campaign slogan ‘now is a good time’?
Because ECO is about living in the present and embracing small choices to make a difference. Because consumers are now rather looking for brands with a purpose than a logo. With ECO, we are empowering our customers to drive this change through their purchases.
What is special about your new collection?
The design and the color palette express ECO’s unique identity, while being wearable every day. We want our products to be earth-friendly and yet genuinely connected to real people out there.
Speaking of the color palette, is the collection rather loud or quiet?
We took inspiration from the countryside explorations, from the open spaces surrounding the city but also from the dynamic urban landscape. As a result, the new colors bring together these two souls through a warm, vibrant color palette.
Technically speaking, what are some distinctive features in your frames?
Our use of materials and solutions is aimed at making the frames as light and comfy as possible. We implement innovative materials like our bio-based plastic and integrated spring hinges to name a few. And more recently, we focus on the magnetic sun clip-on, which offers a seamless and smart way to turn your frame into polarized sunglasses
Your environment focus touches all aspects of the brand. What are some characteristics?
All products are sustainable, either 95% recycled metals or a plastic made from natural oil. Expanding the conversation to the packaging, we are thrilled to have found a replacement for the mono-use plastic bags for the frames. Considering that Eco has sold over two million pairs so far, this is a big saving! We are committed to continue researching new ways to reduce our footprint across the entire ECO experience, from the product to packaging, communication, display materials, and one day hopefully even logistics.
What has the response been like so far?
It is both instructive and engaging to receive so much input from opticians and end consumers, who are passionate about this topic and demand accountability. This shows clearly how a brand with a mission can animate its audience.
How is your mission reflected in your new campaign?
Our new campaign is part of a broad brand identity refresh this season. The key campaign message is about enjoying life with a hint of consciousness, positive attitude and good vibes.
Thanks for the interview, Giovanni.