THE AVANTGUARD: A LOOK INTO THE SUNGLASSES BRAND’S SUSTAINABLE COLLECTION

Crafted from recycled and bio-based materials, including ethically sourced acetate and reclaimed metals, each pair reflects Avanguard’s mission to reduce environmental impact without compromising quality. The collection features sleek silhouettes, bold colourways, and durable frames designed to make a statement while treading lightly on the planet.

“Our mission has always been to combine avant-garde design with environmental responsibility,” says founder Faiza Seth. “With this collection, we’re proving that sustainable eyewear can be both stylish and high-performance, empowering consumers to make choices that are good for the planet and for their look.”

Faiza Seth, a serial entrepreneur and philanthropist, launched the collection after being diagnosed with the beginnings of a cataract. Her experience inspired the brand’s focus on premium lenses offering UV400 and blue light protection, alongside sustainable, timeless designs.

“The glasses are manufactured in Japan, the lenses are from Germany, and the acetate is from Italy. We choose Japanese manufacturers for their renowned craftsmanship and quality, and we prioritise working with partners with whom we have strong personal relationships, ensuring transparency and smooth communication throughout the production process,” Seth explains.

The featured style, Yarrow, is a contemporary piece priced at £94, designed to appeal to both masculine and feminine aesthetics in mind. 

Yarrow sunglasses in Patchwork Tort

The brand is committed to using biodegradable, recycled, and plant-based acetates, with even the packaging reflecting this ethos with reusable paper boxes and recyclable protective plastics. 

“Most of our models are made from biodegradable cellulose acetate,” Seth says. “It’s an eco-friendly material derived from cellulose from sustainably managed wood or cotton linters – the fibres left on cotton seeds after harvesting – combined with acetic acid, the main component of vinegar. It usually biodegrades within 18 days.”

When a pair finally reaches the end of its life, The Avantguard partners with resale platform AirRobe, so sunglasses can be given a second life instead of ending up in landfill.

The Avantguard isn’t just eyewear – it’s a statement that style, luxury, and sustainability can exist beautifully together.

To see the collection, go to: www.theavantguard.com