Cubitts founder Tom Broughton, has a vision. His vision and management of the brand are informed by a deep understanding of the history and evolution of spectacle creation and use, and what this "medical device" has meant to us through the ages.
What has led an industry founded on the re-appropriation of horn and tortoiseshell by-products into spectacle "frames for life" to become what Broughton terms the "Specsaverisation" of the industry, which renders frames disposable and valueless in a matter of a year or two?
So the question was asked: How is Cubitts different? Why is it different?
The King’s Cross head office, can make perfectly clear what the difference is: an array of prototype frames made from potato waste, cosmetic packaging, human hair and compact discs.
Why is this kind of revolutionary? Because the current cellulose-based acetate (made from cotton or tree pulp) is used in many of today’s frames due to its excellent machining qualities, design flexibility, performance and price point, but it leaves much to be desired when considering the amount of waste it generates and the lack of recycling options at the end-of-life.
Cubitts now has a 32 style range, available in over 100 acetate colors and blends, and soon in a more sustainable material alternative.
Source: forbes.com