A look at the eyewear retailer’s Earth Day initiatives, from ReefCycle to RPET packaging.
Global eyewear e-retailer SmartBuyGlasses is marking Earth Day 2025 with a series of initiatives aimed at reducing waste and promoting sustainable fashion. From recycled ocean plastic to zero-waste packaging and tree-planting programs, the company is highlighting how eyewear can play a meaningful role in environmental action.
SmartBuyGlasses saw a 114% year-over-year increase in eco-friendly frame sales in 2024, reflecting rising demand for sustainable alternatives. With more than 2,000 styles available, it now offers one of the most extensive environmentally conscious eyewear collections in the industry.
This shift is reflected in the sustainable products SmartBuyGlasses curates and offers:
- Arnette – Frames crafted from 95% recycled plastics as part of the “Made from Scraps” initiative
- Gant – Designs that integrate RPET, repurposing plastic waste into sleek everyday eyewear
- Dragon Alliance – Sporty frames made from upcycled bottles, combining performance with eco-conscious materials
- MessyWeekend – Commits to removing 2 kg of ocean plastic with every pair sold, supporting marine cleanup efforts
- Ray-Ban – Introduces its Sustainable Acetate Collection, featuring biodegradable cellulose-based materials for a lower-impact classic
At SmartBuyGlasses, we believe that true vision goes beyond just seeing clearly—it’s about seeing responsibly. Sustainability is no longer optional; it’s essential. We're proud of the initiatives we've launched to reduce our environmental impact and are committed to driving further progress. As we continue to grow, we’re listening closely to our customers and integrating their values into every part of our business.
Julia Ritchie, Head of Prescription at SmartBuyGlasses
SmartBuyGlasses’ sustainability efforts also extend to exclusive collaborations and industry partnerships:
- ReefCycle – In partnership with Arise Collective and WWF, discarded fishing nets from the Great Barrier Reef are turned into limited-edition sunglasses. Proceeds support WWF’s Net-Free North marine conservation initiative, which protects a 100,000-square-kilometer marine refuge from net entanglement.
- 1% for the Planet – SmartBuyGlasses pledges 1% of Arise Collective’s 2024 revenue to the Planet Impact Fund, supporting global nonprofits tackling climate change, biodiversity loss, and pollution.
- Eden Reforestation Projects – 10 trees are planted for every “Oh My Woodness!” frame sold, with over 24,600 trees planted since 2017 to help restore ecosystems and support local communities.
Packaging also plays a role. All SmartBuy Collection orders ship in 100% recycled courier boxes and include a cleaning cloth made from recycled plastic bottles (RPET). These upgrades reduce plastic waste and reflect the brand’s commitment to sustainability across its entire supply chain.
As more consumers choose brands that reflect their values, SmartBuyGlasses continues to reimagine the eyewear experience—from materials to mission. This Earth Day, the company invites customers, partners, and changemakers to help shape a more sustainable future—starting with the frames they wear.
Learn more about our sustainability initiatives.
Learn more about our sustainability initiatives.
About SmartBuyGlasses
SmartBuyGlasses is a global eyewear e-retailer with over 15 years of expertise in the eyewear industry. In addition to offering a wide range of prescription lenses, eyeglasses, sunglasses, and contact lenses at accessible prices, SmartBuyGlasses is committed to driving sustainability across its product and packaging practices. From eco-friendly frame collections to partnerships with WWF and 1% for the Planet, the company continues to invest in responsible innovation. With certified opticians, Virtual Try-On technology, and world-class customer support, SmartBuyGlasses helps customers see clearly—while making choices that reflect their values.
Media contact
Melissa Licari
Digital PR Specialist | SmartBuyGlasses
melissa.licari@smartbuyglasses.com
Digital PR Specialist | SmartBuyGlasses
melissa.licari@smartbuyglasses.com
