American PaperWear (asi/62001), a supplier based in Little Rock, AR, offers a line of sustainably produced paper-framed sunglasses that are also biodegradable. Owner Mickey Loeb shares why his company’s products are ideal for events and explains why sustainability is crucial for brands, particularly those that want to attract younger consumers.

Mickey Loeb, owner of American PaperWear

Q: Can you tell us a little about your sunglasses?

A: Our paper-framed sunglasses are designed for events such as fairs, festivals, fundraisers, concerts and product promotions. They also work as party favors, souvenirs and keepsakes. They are temporary like the event itself and are sustainably produced and biodegradable. We selected an optically clear, cellulose-based lens material to ensure that the sunglasses are completely recyclable. These are good, safe sunglasses for those who want to continue to use them and an eco-friendly disposable for those who don’t.

American PaperWear uses triacetate cellulose in the lenses of its paper sunglasses. TAC is optically clear, low-distortion and biodegradable.

Q: What’s the material that’s used for the lenses?

A: In the 1920s before oil became widespread as an industrial feedstock, cellulose acetate was rolled into sheets and used as a substrate for photographic and movie film. However, cellulose acetate was chemically unstable and prone to degradation. The Celanese Corp. invented triacetate cellulose (TAC) in 1954 as a more chemically stable, low-distortion and optically clear version. TAC is made from sustainable cellulose-based materials. It’s readily available and very low cost. At .16mm thickness, it’s both sufficiently rigid and a shatterproof lens material. It can take tinting, polarizing and UV coatings. The fact that it’s biodegradable is a bonus for use as a lens material in temporary use sunglasses.

Q: What are some things you’ve learned in creating recyclable sunglasses?

A: Commercial eyewear has been heavily promoted by large optical manufacturing firms as “face jewelry” with luxury branding. This has made it difficult to introduce a low-cost practical alternative. The path forward meant marketing paper-framed sunglasses as novelties or “funglasses” to avoid direct competition with commercial sunglasses. Unfortunately, this designation undermines the true market disruptive potential of low-cost recyclable eyewear with thin film lenses. It will require tremendous resources to properly promote and bring recyclable sunglasses to the general market.

Meanwhile, American PaperWear has pursued several narrow market niches like commemorative and special-shape sunglasses for party favors and souvenirs, the optical market with post-dilation and blue-blocking lenses, solar eclipse glasses and promotional branded sunglasses.

American PaperWear offers disposable sunglasses for viewing solar eclipses safely.

Q: Why is it important to offer sustainable and eco-friendly products?

A: For the supplier, it establishes a brand identity of quality, value, safety and social awareness. Distributors and their customers can align themselves with these values by offering a sustainable/eco-friendly product to their end-users. Most important, distributors and sponsors can target the 25-and-under demographic who wears this eyewear, appreciates the innovation and minimalist design, and holds environmental protection in high regard.

Q: What are some strategies for selling sustainable items?

A: Fortunately, paper-framed sunglasses are the lowest-cost sunglasses on the market, and low cost is always a competitive strategy. Traditional advertising and print media don’t effectively reach the target demographic of 25 and under. Social media and especially influencer marketing are the best marketing channels.

The best way to emphasize sustainability is to match the temporary use product with a temporary event. Distributors and event promoters can offer branded giveaways, especially to children, young adults and families. That way, sustainability is emphasized when the product is discarded.

Q: Which demographics are best to target with sustainable products?

A: All people share the environment, but the younger you are, the longer you’ll live with the effects of climate change. As individuals, our most effective way of mitigating climate change is through lifestyle choices. These include accessorizing with sustainable products. Not all promo products can be manufactured with renewable materials. Material science has advanced significantly, and it’s always worth exploring new sustainable materials. This will open up the 25-and-under market to your products for many years to come.

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