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way more nuanced and pays attention to the brands that they support and wants full transparency. If sustainability is important to that Gen Z individual, they're going to buy into that brand early and stick with them. This momentum and change in viewpoint is being noted as companies like Kering, EssilorLuxottica & Safilo have ventured into the space of sustainability. The way forward is to get the industry to work on this problem together. To influence raw materials manufacturers to do the work to make sure there are standardised materials available to all brands that have the same properties and the same longevity as the current materials that we are able to use. WHY IS SUSTAINABLE EYEWEAR EXPENSIVE? The challenge is to make small projects work on a bigger scale. The hunt is on to find sustainable alternatives for materials that do not compromise on quality and durability. Step by step, the industry is evolving and over the time, it's becoming easier to source more sustainable materials but yes nevertheless it still remains a niche segment and can’t be compared to the mass machine produced eyewear’s both in terms of the quality and the price it has to offer. So yes, sustainable products do tend to be more expensive. But one has to understand that in sustainable eyewear everything produced is out of natural resources i.e., something in the purest form. And as everyone knows, mass-produced and machine-made products are made of different artificial materials and also mixed varieties to lower the prices for different categories of customers. This comparison is like the classic ‘apples and oranges’ and one. Because of its purest form, sustainable products can claim to be longer lasting which won’t degenerate easily and can last for generations as compared to other ordinary eyewear. And also one has to understand the consumer for brands supporting QUO INCTO BLAUT QUATUSA NDANDENT REM DELLESTIA NULLATE REM EATQUI SEQUI TET FUGA. NAM DOLORESTI ILLACEA DOLESSE AT FUGA. DAMUS VOLUPTAMUS, CONSEQUIAE NAT UT ADIT AUT ET EX ET, OMNIS RA VOLUM ESCIETUS, 57 VISION PLUS INDIA EDITION