The Earth’s future is at top of everyone’s mind lately, especially at Ted Baker. Ted Baker and Tura recognize that making frames is a dirty business. they are collectively making strides to become more sustainable companies. As with all products, the manufacturing processes and distribution model have a serious impact on the environment. Tura and Ted Baker are on a journey to find better manufacturing practices to improve the future of the planet. They have set short- and long-term goals, but with each step, new questions will arise. And with each year, new technologies will emerge. So, they are remaining flexible, and are excited about the continuous experiments and explorations they will be making over the next few years.
In 2021, Tura is launching a small optical collection under the Ted Baker brand to address sustainability. Ted Baker BIO CLASSICS are made exclusively in biodegradable acetate. However, the collection pushes sustainability a step further. To avoid opening new molds and thereby creating more material waste, Ted is utilizing existing production tools by reproducing best-selling silhouettes in bio-degradable acetate. In turn, they are genuinely creating a product with less waste, a lower environmental impact, and a smaller overall carbon footprint. Further, by focusing on “classics”, Tura is emphasizing the timelessness of their Ted frames. Ted frames “last” not only from a quality perspective but also from a style perspective. The longer someone can wear the frame, the fewer that need to be manufactured. Fast fashion is the enemy of sustainability.
This sub-collection from Ted Baker, offers timeless shapes revitalized in sustainable materials. With a soft launch to the industry this spring, the Ted Baker BIO CLASSICS collection is awaiting its official debut at Vision Expo East in June.
To open, the sub-collection launches with six (6) timeless Ted shapes (12 SKUs) that have been revitalized using sustainable materials.
- Offers the same high quality at a lower environmental cost.
- Made exclusively in biodegradable acetate and best-selling colors.
- Models utilize existing production tooling to further reduce waste.
- Best-selling shapes to ensure timeless longevity.
Appealing to male and female consumers, age 18-55 years, who are environmentally conscious as well as fashion conscious. The collection features playful color blocking in modern trendy colorations. Each shape is extremely wearable and flattering to many face shapes. There are unexpected details throughout the collection that position these frames as distinctly Ted Baker.
This collection is just one step on Ted’s journey towards reducing his carbon footprint and encouraging a more responsible way of producing and consuming.
Moving forward, Tura has plans to be even more innovative in its approach, beginning with research into alternative materials to further lower environmental impact. Experiments with newer bio-degradable materials, recycled plastics, and recyclable metals are well underway. Tura’s design approach examines ways to manufacture in fewer steps and to aid the recycling or up-cycling process. Soon, they will be implementing more eco-friendly demo lenses, sun lenses, cases, and packaging.
Research, Explore, Experiment, Change, Grow. This is Tura’s new design mantra, and it is how they will ultimately save the planet for future generations. The Tura brand is currently sold exclusively at independent ophthalmic retailers across the country.
About Tura Inc.
Tura Inc. is a leading optical design house based in Manhattan. Since 1938 the pursuit of exquisite craftsmanship and a passion for innovation have defined Tura as a fashion leader. Tura’s vision of eyewear as a fashion accessory gave rise to a series of industry milestones, including an exclusive partnership with Vogue magazine and the industry’s first designer brand license with Christian Dior. Today, Tura employs over 200 people in North America. The Tura Inc. brand portfolio includes; Tura, Kate Young for Tura, Tura by Lara Spencer, MINI, Buffalo by David Bitton, Ted Baker, L.A.M.B., gx by Gwen Stefani, Zuma Rock, Lulu Guinness, Brendel, Geoffrey Beene, Humphrey’s and TITANflex. Tura is a member of the Eschenbach Group of Germany. For more information, please visit: www.tura.com.