Launching today, ECO the first line of affordable luxury eyewear to bring environmental responsibility to the forefront is a new collection of Earth-Conscious Optics for men and women created by renowned luxury eyewear designer MODO. The line uses recycled stainless steel and repurposed plastic to create the first collection of eyewear that fuses fashion and sustainability for the stylish and earth conscious consumer.

"More than 120 million Americans use corrective eyewear and approximately 90 million wear sunglasses. This is a huge opportunity to make a difference," said Alessandro Lanaro, CEO of MODO, ECO's parent company. "The power lies with the retailers to make sustainability attainable for all and that means offering a desirable, quality collection at a fair price."

The collection offers a diverse range of classically inspired shapes, styles and colors in both optical and sunglasses. From elegant to edgy, flat to curved, and round to square -- the variety of looks is well suited to complement an array of personalities. In addition to a variety of styles, the ECO sunglass collection will be offered with polarized lenses to improve comfort and visibility with each pair. ECO frames will be distinguishable by a carefully placed signature circle on the outer temple of each pair, subtly marking its authenticity as ECO's sustainable frames.

ECO works to repurpose, recycle or reuse materials throughout every step of the product lifecycle boasting a 360-approach to sustainability without sacrificing quality, design or price. In addition to using recycled and repurposed materials to create the frames, the collection is packaged in recycled materials and each new pair is accompanied by an easy to use mail-in recycling kit for old, unwanted frames. For each pair of ECO frames purchased, MODO donates one new tree to Trees for the Future, a non-profit organization that has been helping communities around the world plant trees since 1989.

The collection will be available beginning immediately at MODO's NoLIta boutique in New York City and select optical stores nationwide.

Courtesy: MODO Eyewear

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Posted by Naresh Koshti on 27 July, 2009 11:13:00 AM IST #