MYKITA and Eastman present a film about the sustainable material Acetate Renew
MYKITA and Eastman release a short film that introduces molecular recycling – one of the most revolutionary technologies for a sustainable world – and provides a behind-the-scenes look at MYKITA’s modern manufacturing process.
Earlier this year, they teamed up to accelerate the eyewear industry’s transition to sustainable materials – now MYKITA and Eastman release an evocative short film that explores nature’s ability to inspire circular solutions for a viable future.
Find the interactive multi-channel press release here: https://www.multivu.com/players/English/9080851-mykita-eastman-short-film-on-sustainable-material-acetate-renew-in-eyewear/
As an independent brand and progressive manufacturer, MYKITA is proud to lead by example by being the first in the eyewear industry to completely switch its acetate supply to the sustainable Acetate Renew. The artfully shot film, with meticulous attention to detail, highlights the premium quality of this innovative material, which has enabled a complete makeover without compromising the look or performance of MYKITA’s handcrafted eyewear designs.
The film also shows one of Eastman’s pioneering molecular recycling technologies, partly using CGI to visualize the process by which previously difficult to recycle plastic is broken down to the molecular level to produce recycled acetate of the same quality as the traditional material. . Thanks to this circular economy innovation, it becomes possible to actively keep material waste away from landfills, incinerators or the sea.
Eastman Acetate Renew is a predominantly bio-based material made from certified sustainable paper pulp and uses recycled plastic waste instead of fossil resources. Acetate Renew looks, feels and performs identically to traditional premium acetate, resulting in a frame with a significantly lower carbon footprint, reduced by up to a third compared to traditional manufacturing processes.
The joint production of MYKITA and Eastman was recorded under the direction of Harun Güler and produced by Stink Rising at the MYKITA HAUS in Berlin and in the surrounding countryside.
The MYKITA ACETATE collection will be available in MYKITA stores and selected retailers worldwide from the end of September 2022.
Discover the MYKITA ACETATE collection and learn more about Acetate Renew at SILMO Paris:
Hall 5A, Stand E129
Villepinte exhibition park
Information about MYKITA
Founded in 2003, MYKITA pursues an independent approach to eyewear design and production, bringing all departments under one roof in the modern factory. In MYKITA HAUS in Berlin, the team accompanies the product in all phases, from idea to production. The distinctive MYKITA aesthetic is a testament to integrity in materials and construction, as well as the individual artistry of the craftsmen. Led by founder and creative director Moritz Krüger, MYKITA is committed to a responsible strategy that includes environmental and social aspects to reduce the environmental footprint of its products and its entire operation. In addition to its own stores in cities around the world, including Los Angeles, New York, Berlin and Tokyo, MYKITA is available in select optical and fashion stores in over 80 countries.
Information about Eastman
Founded in 1920, Eastman is a global specialty materials company that manufactures a wide range of products found in everyday objects. With the goal of improving the quality of life when it comes to materials, Eastman works with its customers to deliver innovative products and solutions while ensuring safety and sustainability. The company’s innovation-driven growth model is characterized by best-in-class technology platforms, deep customer engagement and differentiated application development to expand its leading positions in attractive end markets such as transportation, construction and consumer goods. Eastman is a global and diverse company, employing approximately 14,000 people worldwide and serving customers in more than 100 countries. The company had sales of approximately $10.5 billion in 2021 and is headquartered in Kingsport, Tennessee, USA. For more information on Eastman’s sustainability journey, visit eastman.eco.
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Original content by: MYKITA, transmitted by news aktuell