Turning the tide on eyewear waste

Recovering old fishing nets

Waterhaul, the impact-driven sustainable eyewear brand, is set to make waves at 100% Optical with the launch of its latest innovation – Traceable Marine Plastic.

The material is sourced directly from ghost fishing gear and end-of-life marine plastic waste, ensuring that every pair of Waterhaul’s recycled frames carries a clear and verifiable story.

“We believe that sustainability shouldn’t be a buzzword – it should be measurable, transparent, and truly impactful,” said Kieran Hill, Waterhaul head of sales and partnerships.

“By launching Traceable Marine Plastic, we are taking responsibility to the next level, offering customers a tangible link to the fight against ocean plastic pollution. Our eyewear doesn’t just look good – it actively cleans up our environment.”

Waterhaul’s Traceable Marine Plastic is sourced from end-of-life fishing nets recovered from the UK coastline, processed into durable, high-quality materials that form the backbone of its innovative eyewear.

By leveraging in-house tracking technology, Waterhaul ensures full traceability from recovery to frame.

Visit the company at 100% Optical on Stand F16 to learn more.