Australian creative agency Edge has launched an online marketplace called Folkal Eyewear in a joint venture with Safilo Australia - a local subsidiary of the global eyewear manufacturer.
The Folkal Eyewear website is currently only available to Australian consumers.
Edge executive strategy director Richard Parker said the aim of the marketplace is to effect sustainability change in the eyewear industry through its industry-first rating system.
Its rating system covers each individual product, reviewing its Environmental Product Declaration (EPD) document, and the individual parts of each product.
Each pair of sunglasses receives a rating corresponding to how it scored within the three sustainability categories - product, case and packaging.
A rating of either GOOD, BETTER or BEST is then applied and displayed on the product page.
“Folkal is the first marketplace to solely feature planet-friendly eyewear across multiple brands,” Parker said. “Our ground-breaking rating system aims to provide total transparency around sustainability, encouraging the industry to change for the better, and helping consumers to understand what makes eyewear sustainable.
“Folkal provides an exciting opportunity to raise the bar for sustainable e-commerce, meeting consumer needs with a trusted site where they can shop with confidence knowing every product has passed rigorous testing to earn their place on Folkal.”
The Folkal team initially developed the framework for their rating system in consultation with Edge Impact.
“Safilo completed this process with us for launch, and only 300 styles were eligible to feature on the site,” Edge growth and partnerships director Fergus Stoddart said.
“We have strict standards, but the door is always open to any brand that can meet our minimum threshold. We will work with Safilo and other manufacturers to improve their current rating with more sustainable materials and processes, and look forward to adding more styles soon.”
Folkal’s launch collection of sunglasses and readers includes Safilo’s subsidiary eyewear brands such as Polaroid, Smith, Hugo Boss, Under Armour, Kate Spade and Levi’s.
“Safilo was a natural fit to partner with for launch,” Stoddart added. “They have impressive sustainability credentials across a breadth of their range, and of course access to major brands that are obviously very desirable, allowing us to scale quickly from a product viewpoint.”
Safilo senior director for APAC David Pearson said the company has already undertaken initiatives towards sustainability.
“To reduce consumption of water and chemical components in our manufacturing processes, to install more environmentally friendly lighting, to reduce packaging materials, and to use eco-friendly and recycled materials in the manufacturing of our frames and lenses,” Pearson said.
Speaking on the future, Parker said while it is working alongside Safilo for the initial launch, it is open to welcome eligible third-party brands to its online marketplace.
“We want to create the world’s largest collection of planet-friendly eyewear to give consumers as many choices as possible,” Parker said.
“This is only the first step towards reaching our vision. We also plan to fund and support vital industry initiatives at the forefront of change.
“We’ve launched Folkal Eyewear to be more than just an eCommerce site - we see it as a movement.”