Joining forces earlier in the year to accelerate the transition to sustainable materials in the eyewear industry, MYKITA and Eastman now release an atmospheric short film that celebrates nature’s capacity to inspire circular solutions for a viable future.
As an independent brand and progressive manufacturer, MYKITA is proud to set an example by being the first in the eyewear industry to fully switch its acetate supply to the sustainable Acetate Renew. With a meticulous eye for detail, the artistically shot film highlights the premium quality of this innovative material that has made a complete pivot possible without compromising the appearance or performance of MYKITA’s handcrafted eyewear design.
The film is also a showcase for one of Eastman’s pioneering molecular recycling technologies and partly uses CGI to visualize the process whereby previously hard-to-recycle plastics are broken down to the molecular level in order to form recycled acetate in the same quality as the traditional material. This innovation of the circular economy makes it possible to actively divert material waste from landfills, and incinerators or end up in the ocean.
Eastman Acetate Renew is a mostly bio-based material made from certified sustainable wood pulp that uses recycled waste plastics in place of fossil-based resources. Identical in look, feel, and performance to traditional acetate of the highest quality, Acetate Renew results in an eyewear frame with a much lower carbon footprint, reduced by up to a third when compared to the traditional manufacturing process.
Filmed at the MYKITA HAUS in Berlin and the nearby natural surroundings, the joint production from MYKITA and Eastman was directed by Harun Güler and produced by Stink Rising.
The MYKITA ACETATE collection will be available in MYKITA Shops and selected retailers worldwide from the end of September 2022.