How Good Citizens has redefined recycled eyewear

Good Citizens, the Australian eyewear brand,  is guided by sustainability, but it has become known for using clever designs to inject personality and storytelling into its 100% recycled products and packaging – and it’s a win with consumers.

Why it matters

“We don’t want pity buys,” co-founder Nik Robinson explains to WARC. “We have to win it in the style game. It’s an extremely competitive market. First and foremost, people want to look good and feel cool.”

Takeaways

• People who want to mend a product have a connection to it – they don’t want to throw it away because they have created a bond with it.
  
• The details matter – play with colour and make the design modular to turn something repairable, interchangeable and recycled into a fashion accessory.
  
• Good Citizens eschews fancy packaging for a “lo fi” box that explains how the money saved is spent on removing plastic from the ocean, and its customers love it.