● Reframe extends the life of Ace & Tate frames by using discontinued stock and allowing customers to recycle their frames for a gift code. These frames are tuned up and resold to a new customer.
Dutch eyewear brand Ace & Tate continues to revolutionise the eyewear industry with its launch of the first circular eyewear programme, Reframe. The carefully curated collection of pre-owned frames and discontinued stock are now available for purchase on Depop, all refurbished to look as good as new. Ace & Tate is the first eyewear company selling its frames on Depop.
Following a recent round of funding in June, the Dutch company is continuing to invest in a unified commerce model for consumers, with the aim to make eyecare and eyewear a fun and easy process, moving away from the antiquated processes of the past. With a target audience of Gen-Z and millennials, Ace & Tate is meeting its consumer where they are shopping - on Depop.
With 24 million users, of which 90% are under the age of 26, Depop provides the perfect platform to resell recycled eyewear. A majority of younger generations - 59% of Gen Z and 57% of millennials - are buying upcycled products [First Insight, Inc.].
Each frame available on Depop is described with character and history, giving shoppers a fun opportunity to match their eyewear with one’s personality and values. A few examples:
● The Donna: To say these sunnies are overstated would be an understatement. First debuted as part of the Liam Hodges SS19 collection, this lady has been highlighted in Vogue, Refinery29, Stylist and The Guardian, and the Ice Blue colourway was exclusively sold at Arket. Oh what a life she’s lived.
● The Hudson: Looking for something quite bold yet quite classic? That’s Hudson. Available now for a limited time only in sophisticated Alderwood. Hudson has been spotted in Esquire, The Guardian and GQ - he is quite the hot shot.
● The Nate: Nate is a vintage dream - imagine you’re on a road trip, with the top down and you’ve got a pair of Nate’s by your side. Not bad. Nate was featured in Cosmopolitan and is made from bio acetate, a material that is recyclable and biodegradable, this frame is both elegant and kinder to the planet.
Committed to sustainability and transparency, Ace & Tate admits making glasses is not great for the environment, but the company is learning and taking action towards reducing its footprint. The eyewear industry is a $120 billion market in which plastic is the main source of raw material and sustainability is almost non-existent2. Reframe is a resourceful way to extend the life of Ace & Tate frames by using old stock, and allowing customers to give a second life to old frames they no longer wear.