How 30 South Transformed Recycled Ocean Waste into Adventure‑Ready Sunglasses
How 30 South Transformed Recycled Ocean Waste into Adventure‑Ready Sunglasses. One early morning on Willard Beach near Ballito, South Africa, two friends, Richard McEnery and James Cockayne, found themselves kayaking and pondering a bold idea. Both had grown up in Spain and now shared a desire to create something with meaning. That morning, 30 South Eyewear was born, not just as a sunglasses business, but as a mission to turn marine waste into valuable design.
Designing Adventure with a Conscience
At the heart of 30 South lies a powerful promise: to craft ocean‑positive eyewear from reclaimed materials. Their frames are made from OrCA, a blend of recycled fishing nets and carbon fibre sourced from Aston Martin’s manufacturing, and Nylon 6 from discarded nets. The result is rugged, UV‑stable eyewear built for adventure and built to help the planet.
Turning Waste into Wear
The innovation behind 30 South goes beyond aesthetics. By using recycled ocean plastic, the brand transforms environmental liability into purpose-driven design. Each pair of sunglasses keeps plastic out of waterways while offering durability and performance that outdoor enthusiasts demand.
Building the Brand Ethos
30 South isn’t just about materials, it’s about mission. Every purchase funds environmental and youth programs through a 1% of sales pledge to Sentinel Ocean Alliance, an NGO supporting underserved youth along South Africa’s coast. Their vision extends beyond eyewear to environmental education and action.
Visibility Through Storytelling
Rather than generic campaigns, 30 South markets through authenticity. They share the story of ocean clean‑up, recycled materials, and sleek design. Their social media consistently highlights both stylish imagery and sustainability conversations. This clear, values-driven storytelling resonates with conscious consumers who want both functionality and impact.
Collaborating for Greater Impact
Expansion at 30 South also includes partnerships that align with their environmental goals. A notable collaboration with Sealand Gear helped reinforce their shared mission of stewardship and supportive workplace culture. These alliances expand reach while amplifying impact.
Milestones That Redefined the Brand
- Founding spark: A paddle on Willard Beach inspired the idea of adventure eyewear with purpose.
- Material innovation: Launching sunglasses from recycled ocean plastics and car manufacturing remnants.
- Social impact: Committing 1% of profits to coastal youth and ocean conservation programs.
- Conscious collaborations: Partnering with like-minded brands to amplify sustainable messaging.
Actionable Lessons for Entrepreneurs
- Let your moment define your mission: Great ideas often come from simple observations, like a beach paddle that led to a brand.
- Solve environmental problems with product: Transform waste into ‘wow-value’ products that attract buyers.
- Stand for something: 30 South’s giving promise connects with conscious consumers and builds loyalty.
- Tell your values visually: Marry sustainability with design through posts, videos, and visuals that speak on both fronts.
- Grow through partnerships: Align with organizations that reinforce your brand’s values and broaden your impact.
Why 30 South Shines
30 South Eyewear distills purpose, style, and sustainability into something every customer can wear. Founders Richard McEnery and James Cockayne didn’t just sell glasses, they created a movement that makes the ocean cleaner, youth more empowered, and style more conscious.
For entrepreneurs, especially in consumer goods, their story shows that impact can be both profitable and purposeful, when innovation, values, and design align.
