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Ace and Tate launches Reframe on Depop, the first circular eyewear programme

Sadiyah Ismailjee
21 October 2020

Dutch eyewear brand Ace and Tate is launching the first circular eyewear programme, Reframe, on Depop.

This eyewear brand will be the first to sell on the resale platform, allowing customers to extend the life of its frames by offering a “carefully curated collection” of pre-owned frames and discontinued stock.

All Ace and Tate products available on Depop will be refurbished to look as “good as new”.

The programme gives customers the opportunity to recycle their frames for a gift code, and in return, these frames will be “tuned up” to be resold to a new customer.

Ace and Tate said in a statement that the new scheme is part of its ongoing efforts to increase sustainability and transparency as “making glasses is not great for the environment,” but also adding that it is improving and taking action towards reducing its footprint.

The brand highlighted the programme is a “resourceful way” to extend the life of its frames by using old stock, and providing customers with the option to give a second life to old frames.

After a recent round of funding in June, Ace and Tate said it will continue to invest in a unified commerce model for its consumers, in order to make eyecare and eyewear a fun and easy process for its customers.

The company added that this new scheme is a move away from the antiquated processes of the past, as well as “meeting its consumers where they shop” as they tap into the Gen-Z and millennials market.

Depop provides an ideal platform to resell recycled eyewear with its 18 million users, of which 90% are under the age of 26,

A great number of consumers - 59% of Gen Z and 57% of millennials are purchasing upcycled products, according to research from First Insight, Inc.

Reframe By Ace and Tate currently have several refurbished non-prescription sunglasses on its Depop shop page, available to UK and EU customers for £58. All Reframe styles come with a refurbished Ace and Tate case and a polishing cloth.

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