Tell us a little about AVANTGUARD and how the brand came to be
I started the AVANTGUARD after I was diagnosed with the beginnings of a cataract at just 21-years-old and began to understand the importance of high-performance lenses; I now wear my AG shades all day and into the evening. My vision was to create a beautiful, sustainable, fashionable yet accessible eyewear brand that does good for the planet at the same time as providing the best protection for eyes.
Faiza Seth founder of AVANTGUARD eyewear
Our gorgeous sunglasses boast impeccable attention to detail, luxurious comfort, and exquisite design, and the ultralightweight lenses are selected to offer the best UV400 and blue light protection, helping to prioritise the health of the consumer. But we are also passionate about protecting the health of the planet, too – we do this by avoiding harmful chemicals and opting for natural and recycled materials, and by creating durable eyewear that is built to last in an effort to reduce excess consumption.
Our glasses are manufactured in Japan, with lenses from Germany and acetate from Italy. We chose Japanese manufacturers as they’re known for the quality of their craftsmanship. We have built personal relationships with all of our suppliers and manufacturers, ensuring excellent communication and absolute transparency throughout the whole manufacturing process.
What’s your brand philosophy?
At AVANTGUARD we have an eye for change – the brand was established out of a passion for merging quality eyewear with sustainability and avant-garde fashion, our products are the amalgamation of nature, science, and Japanese craftsmanship.
Describe your sunglasses style
AVANTGUARD sunglasses are characterised by a modern, minimalist aesthetic that balances masculine and feminine elements, often redefining classic styles. Dahlia is my current favourite, it’s classically oversized and feels unique, yet won’t age. On occasions where I want to make a statement, I’ll reach for the Celosia, a distinctive cat-eye in a sandstone colour way (these keep selling out, so don’t delay buying a pair if you like these in this colour as much as I do!).
How do you want people wearing your sunglasses to feel?
At AVANTGUARD we want wearers to feel confident, modern, and totally protected, while feeling connected to a more sustainable lifestyle.
Is there anyone you’d really love to see wearing one of your designs?
Taylor Swift! We are huge Swifties here. But for me, seeing talented people who share our values wearing our shades is a dream come true.
What do you see as being the big trends in eyewear this summer?
Sharp angles are a recurring theme in 2024 – a true style statement, paired with over-sized lenses they make for trendy and flattering shapes.
Can you tell us about the role of sustainability in your business?
Our Rewilding collection is a plant-based eyewear range. Commonly, acetate eyewear is made from plastics, but we work with the highest quality cellulose bio-acetate, produced using cotton and wood pulp fibres from renewable sources. This bio-acetate is 100 per cent biodegradable, ensuring that once it reaches the end of its life cycle, it naturally and quickly decomposes without harming the planet. In the process of doing so, resources are circulated back into our environment, truly helping us towards achieving sustainable development. The rest of our models are made out of recycled acetate, and every pair is presented in a beautiful vegan leather case with a chemical free microfibre cleaning cloth made from recycled plastic bottles. Eco-friendly materials are getting increasingly easier to source, but they can cost a little more – AVANTGUARD glasses are designed with longevity in mind, so we believe that it is a worthwhile investment.
Our brand also utilises small batch manufacturing, in family run factories with local workforces. We prioritise quality over quantity, creating 300-piece batches for each available style, therefore preventing excess stock from becoming waste. All of this helps us to achieve an overall lower carbon footprint.
What’s next for AVANTGUARD?
We are continuing to work towards reducing our carbon footprint by investing in renewable energy sources and carbon offset projects, and we are always exploring new materials and processes with lower environmental impact.
Furthermore, we are looking to extend our commitment to sustainability beyond the point of sale by implementing a program for customers to return their worn-out sunglasses for recycling or refurbishing in order to increase the life cycle of each pair.
We would love to explore a collaboration with an established apparel brand looking to move towards a more eco-friendly, sustainable strategy. Our goal is to continue innovating within the field of sustainable eyewear, expanding our influence in fashion and environmental stewardship. Watch this space.
