Glasses company EOE, with roots in Umeå, realized early in its business journey that there was a problem that many frames were never sold and that purchased frames have a short lifespan and were not taken care of afterwards. Together with researchers in Norrland, they developed Regrind - a world-first process that turns old bows into new ones.
eXpression spoke to EOE's PR & Communications Manager Josefin Gustafsson to find out more about Regrind and the company in general.
Tell us more about the idea and work behind Regrind
In the early days of EOE, when Erik Lindmark visited various opticians to sell in frames, he quickly became aware of how many glasses were left lying in boxes, frames that never found their buyer. Similarly, consumers were not in the habit of returning their used glasses anywhere, but sooner or later they ended up in the garbage. Every year, three billion pairs of spectacles are sold worldwide, with an average lifespan of around three years. It was easy to see that there was a problem to be solved.
EOE quickly started working with several partners and was able to offer early stations where customers could return their used frames. In parallel, together with researchers in Norrland, they developed a world-first process and product they call Regrind, to create a new material from old frames to make new glasses, a process in which the entire 98% of the old frame is reused. Today, thousands of returned glasses are picked apart and sorted by colour and condition every month.
What are you working on right now?
There is so much going on with us these days! We are expanding and celebrating 10 years. We are releasing a collection where we have updated old favourites. The collection is called "The First Ten" and is out now. In December we will be releasing a brand new website and also opening our first own store on one of the most exclusive streets in Stockholm.
What does the future look like for you and what do you see ahead for your industry?
Our future looks very bright. We hope that this will change people's consumption habits and that they will start acting more sustainably. For us at EOE, in 2021 we will go international and put Norrland on the map.
Have you adjusted in any way during the pandemic? If so, how?
Eyewear is a product that is different from other accessories and the clothing industry and has not been hit as hard by covid-19 as other brands may have, for which we are very grateful. But of course we've also had to rethink and digitise, like many others. We can no longer go to trade shows or have pre-sales meetings and have had to find new ways to sell the collection.
How do you think about a sustainable future and sustainable consumption?
This pandemic has probably changed many people's attitudes, buying behaviour and even values. We have learned to shop more locally to support the smaller companies. Our homes have become increasingly important and, unable to meet indoors, we have almost been forced to spend time outdoors. In the long run, we believe this will benefit sustainable thinking.
What do you think is important to keep in mind when building a sustainable company?
That no one is perfect, but to try to do the best you can and to constantly look for new ways to contribute to a better future for future generations.
Read more about Regrind on the EOE website: https://www.eoe-regrind.com/
