Modo Eyewear launches Eco 2.0, UL certified as 95 percent recycled eyewear with sustainability and social responsibility as its main commitments. Eco 2.0 evolved from Modo’s original sustainable eyewear line, Eco. The new collection, which consists of 30 ophthalmic styles, features four major groups: Skinnies, made of pre-consumer recycled, ultra-thin acetate; Classics, made of pre-consumer recycled acetate and featuring more traditional shapes and colors; Bold, consisting of statement-making designs made of pre-consumer recycled acetate; and Flexies, metal frames made of post-consumer recycled surgical steel. Frame colors range from black and tortoise to vibrant hues. The unique hinge on all styles allows for further flexibility and is accented with the new logo—the letter “O,” inspired by the human eye.


PHILOSOPHY:
“Eco’s mission has become a game-changer in the industry. This is not just about a new hinge,” says Modo founder Alessandro Lanaro. “It’s a conceptual innovation. One day all frames should be made this way. We are happy to be leading the change.”

MARKETING:
Merchandising materials, also made of recycled materials, are packaged in a flat envelope. Included are two countercards, two frame displays and a logo plaque. The collection is presented in an envelope made of recycled materials that allows customers to donate their unwanted frames to charities helping people with poor vision. A brochure elaborating on Eco 2.0’s objectives and a case made of recycled soda bottles are also included.

PRICE POINT:
$$$. For additional information, contact Modo Eyewear (800) 223-7610; website: eco-optics.com

INSIGHT
With Eco 2.0 Modo has sharpened and simplified its message into three key points illustrated with clear, iconic graphics: “Look Good” (design and fashion cannot be compromised); “Feel Good” (buy frames made of recycled materials); and ”Do Good” (for every frame sold, Modo plants a tree in Africa).