Modo Eyewear adds eco sunglasses to its eco line (Earth-Conscious Optics), introduced last year to promote environmental sustainability. Included are 10 styles made of recycled stainless steel and plastic. Shapes are contemporary variation on aviators, rectangles and retro-inspired designs in masculine, feminine and unisex styles. Each sunglass comes in three colors, ranging from gold and silver to shades of black, tortoise, green and red. The collection carries an UL Environment Validation certifying the products are made from a minimum of 95 percent recycled materials.

“With eco we created a new approach to eyewear. Consumers are paying more attention to what companies stand for because they know they can make a significant difference by purchasing products made of recycled materials. I am very optimistic businesses will find ways to make earth-conscious products and I am proud we are at the forefront of this process,” says Alessandro Lanaro, Modo CEO. “With a lot of green-washing out there, we place the most importance on validating our claims and performing concrete actions. In 2010 alone, we are committed to planting more than 500,000 trees.”

MARKETING: With each pair of eco frames and sunglasses sold, one tree is planted in partnership with Trees for the Future, a non-profit organization that has helped communities around the world plant trees since 1989. All eyewear packaging is made of recycled paper and includes a cotton pouch and mail-in recycling kit allowing customers to donate unwanted frames to charities in developing areas of the world.

PRICE POINT: $$. For additional information, contact Modo Eyewear, (800) 223-7610; web site: