Avantguard

“Eye for Change”

The Avantguard offers luxury designs with the goal of protecting the eyes. It does not compromise on meticulous craftsmanship and environmentally friendly approach in production.

About The Avantguard…
The story of UK-based eyewear brand The Avantguard began when its founder, Faiza Seth, a 1977 Indian-born American entrepreneur, was diagnosed with the onset of cataracts and embarked on a journey to create a sustainable, fashionable and accessible eyewear brand based on eco-friendly principles and aesthetic beauty.
The Avantguard eyewear are made in Japan with a sustainable approach. Faiza Seith, the founder of the brand, believes that eyewear fashion will be strengthened by the presence of aesthetically pleasing, trend-setting and beautiful designs, and that eyewear should be produced in a sustainable manner with minimal environmental impact. For this reason, The Avantguard only works with the most experienced manufacturers and is not afraid to put forward the most experimental ideas in the industry. The brand believes that combining new and exciting materials with old artisanal hands can open up a whole new world of possibilities.
Design loved wearing sunglasses, but soon realized that the lenses weren’t providing enough protection for his eyes. When she visited an ophthalmologist, despite her young age, she was diagnosed with the onset of cataracts, and the ophthalmologist advised her to always wear sunglasses, even on cloudy days, to prevent the cataracts from worsening, and that’s when the entrepreneurial spirit of Faiza Seth’s passion for sunglasses took off and paved the way for a new brand. Precisely because eyewear is not only an accessory but also a very important health tool, The Avantguard uses premium lenses that offer UV400 and blue light protection in line with its founding purpose. Thus, The Avantguard offers aesthetically fashionable designs to the luxury segment, with the primary goal of protecting the eyes. The Avantguard does not compromise on meticulous craftsmanship and environmentally friendly approach in production.

Botanical Series and Eco-Friendly Approach
Botanical, The Avantguard’s plant-based eyewear collection continues to dazzle, with The Avantguard opting to work exclusively with cellulose bio-acetates rather than the commonly used plastic acetate alternatives. The detailing in this elaborate collection is presented with many selected features, from bespoke triangular hinges to customized metal wire-core temples. All handle ends are laminated with a subtle accent color and the inner temple ends feature laser-etched lines on acetate for extra grip. For the user, this allows The Avantguard to promise even more luxury and comfort. The brand’s signature “Eye for Change” text is laser-etched on the inside of the frames and filled with ink to be visible when worn. The inner thickness at the temples also offers a varied and curved look for extra comfort.
Made from cotton and wood pulp fibers produced under a new formulation using bio-acetates, substances derived from renewable resources, the collection has a positive impact on the brand’s success graph. The Avantguard designs its eyewear using environmentally friendly bio-acetate, effectively eliminating the use of excess plastic. This bio-acetate is 100 percent biodegradable, meaning that it can be mineralized into carbon dioxide, water, methane, organic salts and decomposed into new substances, thus being returned to nature. This process truly ensures sustainable development by returning resources back to our planet. 

Bio acetate is fully biodegradable within 115 days under industrial composting conditions. By sourcing recycled acetates and giving them new life, The Avantguard turns nuisance waste into a viable material, reducing plastics that go straight to landfill. The Avantguard team is also exploring recycled metals going forward.  The brand’s packaging is made using FSC-certified recycled paper. Unity antistatic chemical-free microfiber cleaning cloths are made from recycled plastic bottles and naturally dyed vegan leather pouches. Inspired by intentionality and the connection between nature and the positive role fashion can play, The Avantguard is constantly learning, growing, changing and evolving.

New Rewilding Collection
The Avantguard introduced the Rewilding collection for the highly anticipated Fall/Winter 2023-2024 season. The Rewilding collection explores nature, science and Japanese craftsmanship through three distinct parts, Bloom, Grow and Blossom. The brand reiterates its concept, offering quality eyewear that lasts while making a positive impact on the planet. The Rewilding collection consists of eleven new sunglass designs in three colorways, made using only recycled, biodegradable and green plant-based acetates.
The Avantguard’s campaign for the new collection is inspired by the positive connection between nature and fashion when working in harmony. The brand’s new campaign is a symbol of the brands’ desire to constantly learn, grow and evolve. Set to celebrate nature and The Avantguard’s role in it, the stunning zero environmental impact campaign was created with artificial intelligence.

Kaynak: The Eyewear Forum

January 2024