We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 4 Nov 2020

Reframe: Ace & Tate x Depop Debut Circular Eyewear Model

Ace & Tate x Depop

Aimed at improving an industry in which plastic is king and sustainability almost non-existent, Dutch eyewear brand Ace & Tate has launched Reframe – a resale initiative with ultra-popular UK resales shopping app Depop. Crucially, it provides a template which allows Ace & Tate to profit from consumers choosing to resell its products.

Glasses owners can take used pairs back to Ace & Tate stores in exchange for a €10 ($11.50) gift code. The brand then refurbishes the frames and lists them on Depop – the first eyewear company to do so.

In a canny move to boost its audience and create in-store footfall beyond the initial online sale, those buying the second-hand frames via Depop are contacted by Ace & Tate to ask for a recent lens prescription, and invite them for a free eye test in-store if they don’t have one already. As an extra incentive, frames purchased through the scheme cost 20-50% less than full-price Ace & Tate glasses, which start at € 108 ($127), including prescription lenses.

Both Ace & Tate and Depop’s target audiences are Gen Z and millennials – both of which are actively purchasing upcycled goods (59% and 57% respectively – First Insight, 2020). According to Depop, 90% of its 18 million-plus active global users are under 26, and in the UK, it’s estimated that one in three 15- to 24-year-olds are registered on the platform.

As the materials involved in producing eyewear (acetate in particular) are difficult to produce sustainably, it should be noted that this partnership is only a short-term antidote to the original manufacturing problem.

See also Maximising the Resales Opportunity: New Tools & Tactics and Maximising the Resales Opportunity: Cohorts & Communities.