Planet-First Eyewear
We're committed to protecting the environment we love to explore. Every frame, every lens, every choice matters.
Our Pledge
Zero Virgin Plastic
We only partner with brands using recycled or bio-based materials
UK Brands Only
Supporting local manufacturers and reducing carbon footprint
Ocean Safe
No microplastics, no ocean pollution, no harm to marine life
As adventurers, we've seen firsthand the impact of plastic pollution on our oceans, mountains, and trails. That's why we made a commitment: JimFrames will never sell eyewear made from virgin plastic.
What We Look For in Partners
Recycled Materials
Frames made from recycled plastics, reclaimed fishing nets, or bio-based acetate from renewable sources.
UK Manufacturing
Brands that design and produce in the UK, supporting local jobs and reducing shipping emissions.
Transparent Supply Chains
Companies that openly share where and how their products are made, with ethical labor practices.
Durability Over Disposability
High-quality eyewear built to last years, not months. Less waste, more value.
Repair & Recycling Programs
Brands offering repairs, spare parts, and end-of-life recycling to keep products out of landfill.
Why It Matters
The Plastic Problem
Over 8 million tonnes of plastic enter our oceans every year. Much of this comes from single-use products and disposable goods. By choosing recycled and sustainable materials, we're part of the solution, not the problem.
Supporting UK Manufacturing
UK-made products travel fewer miles, create local jobs, and adhere to stricter environmental regulations. Plus, you're supporting the same communities you explore when you hit the trails, peaks, and coastlines.
Quality That Lasts
Fast fashion eyewear ends up in landfill within months. We curate brands that build frames to last for years, backed by warranties and repair services. Better for you, better for the planet.
Our Sustainable Partners
We're currently partnering with UK brands that share our commitment to sustainability. More details coming soon as we finalize our first collection. If you're interested in learning more about sustainable product choices across different categories, check out Sell or Switch for comprehensive eco-friendly buying guides.
"We're carefully vetting every brand to ensure they meet our strict environmental and ethical standards. Watch this space." — Jim, Founder
Join the Movement
Every purchase is a vote for the kind of world you want to see. Choose sustainable, choose local, choose quality.