Successful Wooden Eyewear Brand Branches Out to the UK

19thAugust 2013

Successful Wooden Eyewear Brand Branches Out to the UK

Thanks to its unique blend of fine craftsmanship and fresh design, US-based Proof Eyewear has become a brand in demand and is set to bring its sustainable, eco-conscious range of glasses to the UK with the launch of www.iwantproof.co.uk .

Pioneering wooden eyewear , Proof has created a vibrant debut collection of 10 fashion forward lines with strong green credentials as well as a real emphasis on design. Using a range of sustainably-sourced materials such as bamboo, lacewood and ebony, the brand’s expert team of designers make use of the different grain patterns to create one-of-a-kind frames that offer a modern take on a classic style staple.

The ECO (Environmentally Conscious Optics) Collection uses the best plant-based acetate and is 100 percent renewable, biodegradable and hypo-allergenic. Proof’s latest range, the Skateboard Collection, is crafted from reclaimed five-ply maple skateboard decks, which give each frame a unique look and composition along with real durability. The brand is also expanding their range with a collection of eye-catching accessories such as a wooden money clip and will be launching an apparel range to go with its eyewear later in the year.

Founded by three brothers in 2010 following many years spent around their grandfather’s sawmill, the brand came from surprisingly humble beginnings in a garage in Eagle, Idaho. The underdog in a world where increasingly mass-produced, disposable, profit-led  and unethical ‘fast fashion’ reigns supreme, Proof has wrestled its way to the forefront of creative and functional fashion on its merits as a young, ambitious brand that fuses real ethics and principles with great design ideas.

Frames from the brand’s signature collection have been spotted on the likes of musical A-listers and trendsetters such as Beyoncé, Macklemore and Snoop Dogg. The brand has also been featured in high-end fashion magazines such as Instyle, tipped for its edgy chic appeal as well as publications like Newsweek, which praises the innovative range for its eco-conscious stance. Now set to create a stir amongst the UK fashion scene, the range is sure to be hot news for those looking for a fresh approach to an essential accessory.

Natalie Cromie, Marketing Director for www.iwantproof.co.uk , says: “It’s great to be in a position to bring this amazing brand to the UK shores. We’ve been inundated with requests for the brand’s signature style and the fact that it’s all rooted in the ethos of sustainability makes wearers feel as good as they look. Proof is testament to the idea that fashion and function can work together beautifully.”

Proof’s ethos of ‘look good, do good’ is most apparent in its desire and achievement to be fully sustainable but is also shown through the brand’s charity work with organisations which help to give sight-giving surgeries to those in poverty-ridden, under-served areas in India. A large portion of the sale of each frame goes to the charity to help restore the sight of those who cannot afford the surgery themselves.

For more information on the brand and to shop the collection, visit www.iwantproof.co.uk .

Please direct press queries to Rebecca Appleton at Dakota Digital. Email Rebecca@dakotadigital.co.uk or Tel: 01623 428996.

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