Fashion has always been about more than just looks. Today’s eyewear industry — projected to grow from £161.94 billion in 2024 to £288.83 billion by 2033 — faces a new reality: consumers want their purchases to reflect their values.
For Alejandro Betancourt López, president of Hawkers, this shift creates both opportunity and complexity.
“Sustainability and profitability don’t always go hand in hand,” Betancourt López explained during a recent conversation. “You can turn a profit quickly, but building something truly sustainable? That’s a marathon, not a sprint.”
When Green Becomes Gold
The transformation is already underway. About 15% of eyewear manufacturers now use sustainable materials, from recycled ocean plastics to biodegradable acetates. But here’s what matters: consumers are actually buying these products.
Consider this: 46% of shoppers have already switched to more sustainable brands, with another 16% planning to follow suit. That’s nearly two-thirds of the market voting with their wallets for environmental responsibility.
Smart brands aren’t just swapping materials — they’re rethinking everything. Manufacturing processes, packaging, distribution — the entire supply chain is getting a green makeover. These companies understand that sustainability isn’t an add-on feature but a fundamental business transformation.
The market rewards this commitment. As consumer awareness grows and regulatory pressures mount, brands that established sustainable practices early find themselves with significant competitive advantages. They’ve already navigated the learning curve, built relationships with eco-friendly suppliers, and earned customer trust through authentic environmental action.
The Hawkers Playbook
Under Betancourt López’s leadership, Hawkers took a different approach. Instead of treating sustainability as a marketing gimmick, they made it part of their DNA.
“Fashion is relentless,” he said. “Every single day, you have to convince someone to buy sunglasses. You need constant innovation, endless marketing. Making that sustainable? That’s the real challenge.”
Hawkers met this challenge head-on. They created sunglasses made entirely from ocean plastic — not a percentage, not a blend, but completely recycled materials. Customers coupl;ld literally wear their environmental impact, transforming what might have been ocean waste into fashionable eyewear.
The company also leveraged their digital-first model to enhance sustainability. Without physical stores, they eliminated the retail footprint entirely. Direct-to-consumer sales cut out intermediaries, reducing both costs and emissions associated with traditional distribution chains. This approach allowed Hawkers to offer eco-conscious products without the typical eco-premium price tag.
The Price Problem
The economics of sustainable fashion present a fundamental challenge. Eco-friendly materials typically cost more, ethical manufacturing isn’t cheap, and consumers remain notoriously price-sensitive, especially during economic downturns.
“Price sensitivity is brutal in fashion,” Betancourt López observed. “During downturns, brands bleed money just to keep market share. They’re betting on survival, hoping sustainability follows.”
Hawkers navigated this dilemma through strategic positioning. Large production runs helped offset higher material costs, while smart marketing positioned sustainable lines as premium products within an affordable brand portfolio. The company used operational efficiency and scale to absorb cost increases rather than passing them entirely to consumers.
The math is starting to favor sustainability. As production volumes increase and technology advances, the cost differential between traditional and sustainable materials continues to narrow. Early adopters who invested in sustainable supply chains are beginning to see returns on those investments, both financially and in terms of brand equity.
Innovation Points the Way Forward
The sustainable eyewear movement faces several critical challenges that will shape its trajectory. Supply chain complexity remains a primary concern — brands must verify the sustainability credentials of materials while maintaining quality standards that consumers expect.
“We’ve always cared about sustainability,” Betancourt López stated. “We see where the market’s heading. Customers want to know their purchase makes a difference — for them and for the planet.”
Technology emerges as a key enabler of this transformation. Advanced recycling techniques can turn previously unusable waste into high-quality frame materials. Digital design tools reduce material waste in product development, while blockchain technology enables unprecedented supply chain transparency. These innovations help brands meet sustainability goals while maintaining operational efficiency.
The broader fashion industry’s commitment to environmental responsibility, coupled with regulatory pressures in major markets, creates favorable conditions for eco-friendly brands. Companies that integrate sustainability into their core business strategy — rather than treating it as a separate initiative — position themselves for long-term success.
The Bottom Line
The eyewear industry’s sustainable transformation represents more than a passing trend. It signals a fundamental shift in how fashion brands create value, balancing profit with purpose in ways that resonate with modern consumers.
For entrepreneurs entering the market, the Hawkers example under Alejandro Betancourt López’s leadership offers clear lessons. Success requires balancing immediate market demands with long-term sustainability goals, maintaining price accessibility while investing in environmental innovation, and building authentic brand narratives that resonate with conscious consumers.
The brands that win won’t simply add green products to their lineup. They’ll reimagine their entire business through a sustainable lens, creating value for shareholders, customers, and the planet simultaneously. As Betancourt López and Hawkers have demonstrated, this approach isn’t just good for the environment — it’s increasingly essential for business success in a market where consumers demand both style and substance.
