Greenwashing and buzzword-driven products often fail to offer meaningful value while perpetuating plastic waste. Coast Optics, founded by Sam and Alex, produces Alta goggles and Nita glasses that combine style, performance, and accessible pricing with environmentally friendly materials. The company organizes its approach around Materials, Design, and Function to ensure products perform well, last for years, and remain recyclable and repairable. This strategy reduces supply-chain packaging and plastic manufacturing waste and creates desirable eyewear that encourages consumers to switch without sacrificing function or aesthetics. The approach models how to improve sustainability across the bike industry supply chain.
It's all too common to see brands hanging laurels on sustainability and other buzzwords to entice buyers. These products often don't offer anything unique or valuable enough to persuade anyone to choose their product over the larger, less sustainable big brands. However, there is a selection of brands that are thinking outside the box enough to make a product that you actually want to use that won't leave a wake of plastics behind them in the supply chain.
Anyone who has worked in a retail environment or in the bike industry supply chain will have an idea of the extent of waste. Bikes are supposed to be better for the environment, but there is still a lot of progress to be made throughout the industry. The amount of waste packaging and plastic manufacturing material that is left behind is staggering.
The way Coast Optics does things differently is broken down into 3 parts: Materials, Design, and Function. They take this approach for both the goggles and glasses, which makes for eyewear that not only works well, but is much better for the environment in its creation, functions well for years, and is also recyclable and repairable, so it won't end up in a landfill.
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