The founders of the Northern Swedish company EOE have created the first edition of eyewear made from recycled broken and discarded plastic eyewear. The collection and campaign launch this month in Paris.
Commitment to research. Investment in new technology for recycling. And admirable perseverance to set up a workable system for recycling frames in Sweden in a collaboration with the Nordic company Synsam and Vision for All. The founders of EOE Erik and Emilia Lindmark have worked for over three years on the recycling project to create a frame material with performance properties comparable to new acetate and an aesthetic finish and choice of colorations suitable for the creation of high-quality trend-focused products.
Launching the concept with the Regrind edition of three sunglasses, attention has been placed on creating a chic look in the coloration using predominantly black frames for the “regrinding” process. Tiny smatterings of minute coloured frame pieces are just visible, and create a textured effect on the surface, the look of which is wholly dependent on the types of frames recycled, the predominant colours of the frame pieces and the quality of the acetate of the old frames. Above: EOE’s new video illustrates the concept developed by EOE for turning old unwanted eyewear into a recycled material for new chic eyewear.
Regrind debuts as a fashion collection in a stunning campaign by fashion photographers Peter Farago and Ingela Klemetz Farago (www.faragofarago.com) which highlights the idiosyncrasies of the material in a beautiful wild and natural Swedish landscape.
EOE recycled acetate material is produced by EOE together with engineers, chemists and physicists. The frames are shattered into small pieces and the metal parts are then filtered out. The plastic pieces then undergo a regrinding process to create new blocks of raw material. 98% of the old eyewear is recyclable. EOE uses recycled steel from Sweden to produce the metal parts of the frames. In August the company was recognised by Encouragement for Action – Stockholm Fashion District in the “closing the loop” category, part of an award scheme to raise awareness and bring attention to important ideas in sustainability, digitization and fashion tech.