The cardboard box doesn't make you sustainable... seriously.

Focus on the thing in the box before you start promoting your business as the sustainable fashionista, superstar eco-warrior legends saving the planet! 

Many brands today are increasingly claiming to be a sustainable business, but some of these claims may be misleading (the more I look the more I see).

Heres an example, a common claim is that the cardboard box that a product comes in is recyclable. While this may sound impressive, it's important to understand the difference between "recycled" and "recyclable."

A product that is made from recycled materials means that it has been produced using materials that have been recovered from the waste stream and processed into a new product. (This is good)

Recyclable, on the other hand, simply means that the material can be recycled if it is collected and processed properly. (Not terrible but don't make it look like you're recycled - boo).

While recycling is certainly an important part of the sustainability puzzle, it's important for brands to focus on the sustainability of the product itself, not just the packaging. This includes considering factors such as the materials used to make the product, the energy required to produce it, and the environmental impact of its use and end of life disposal.

By focusing on the product itself, brands can create products that are truly sustainable and appeal to savvy consumers who are increasingly looking for products that are environmentally responsible. 

Ultimately, it's up to us consumers to be informed and critical of sustainability claims made by brands. Sadly no one is policing this space so its up to us to ask the right questions.

What about us?

All our frames are 100% recycled.
All our frames are 100% recyclable.
Box and inner information card is 100% recycled.
Glasses case 100% recycled.
Cleaning cloth 100% recycled.
Courier mailer bag is compostable.

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Good Citizens is a fashion leader in sustainable design. All of our sunglasses, readers and prescription frames are 100% recycled from one 600ml discarded plastic bottle. We prioritise sustainable business practices, from using 100% recycled materials, being carbon negative (not just carbon neutral) to our modular design that allows for easy repair and recycling of broken parts.

We're the most awarded eyewear brand in Australia and globally acknowledged for our best practice approach.

Help us untrash the planet™