Genusee, a sustainable brand that brings hope to the economy
Born out of a desire to do good for people and the planet, Genusee is the first eyewear brand made in the US built for a circular economy, helping the local communities and challenging the entire industry. Genusee eyewear is made in Flint, Michigan from recycled single-use plastic water bottles.
The company is focused on effecting change in three main ways—reducing plastic waste, creating living-wage jobs, and establishing a new circular economy for the future of Flint.
How it all started
In early 2016, Genusee’s founder, Ali Rose VanOverbeke, was in her hometown of Detroit volunteering with the American Red Cross during the Flint Water Crisis. While there, she observed the community facing not only a man-made disaster but also a localized environmental crisis due to the surplus of plastic being brought into the city by non-profits and community groups to meet the community’s daily needs.
An American dream
A graduate of Parsons Design School, at the time of her visit, Ali was living in New York City and working in the fast fashion industry. The irony was not lost on her. From the moment she arrived in Michigan to volunteer she knew what she saw there would change her life and work forever. “That trip was the catalyst that led me to ask myself the question, ‘how can I use my position of privilege in the world to be an ally to communities that have historically been ignored, excluded, and exploited.’” The result of that exploration was Genusee.
Genusee offers a collection composed of optical frames & sunglasses that come also in polarized lenses.
Built into the company’s mission would be a business model and product that addresses the issue of plastic waste while simultaneously creating living-wage jobs in Flint. A year later, with the support of micro-grants from the Elaine Gold Launch Pad program in partnership with the CFDA and the Accessories Council, Genusee launched in April 2018 on Kickstarter.
Challenging the status quo of the fashion / Eyewear industry
The current extractive industrial model of the fashion industry is built on the principle of take-make-waste.
A circular economy aims to redefine growth by gradually separating economic activity from the consumption of finite resources, and designing waste out of the system. Grounded in the desire to transition to renewable energy sources, companies that are built on a circular economy model create economic, natural, and social capital by building business practices that achieve three main principles:
design out waste & pollution & recyclable materials
keep products & materials in use
regenerate natural systems.
An option for blue light filtering is also offered for an extra cost.
Following this pattern, Genusee produces its frame from recycled water bottles and therefore is positioned as the first circular economy eyewear producer.
Buy Back solution
One way that Genusee practices circularity is through the company’s uniquely designed Buy-Back Program. The company will buy used eyewear back from customers for credit towards their next pair of glasses.
Simultaneously serving to empower the company to take responsibility for their product in the ecosystem while also encouraging consumers to buy only what they need when they need it.
Helping local communities
Since the launch in April 2018 of Genusee, Ali has relocated to Flint full-time. “The hardest part has been figuring out how to build a financially sustainable business without compromising our mission or values. It is hard work, you have to be resourceful and patient, but it can be done! And if we can figure out how to build a business that is beneficial to both people and the planet, without raising venture capital, then large corporations have no excuse to keep maintaining bad business practices without any regard for the detriment they are causing to people and the environment.” stated Ali Rose, CEO and founder of Genusee.
Two years in and the company has seen, over and over again, the tangible local impact that continues to recommit them to build their businesses in Flint (with a 20% customer return rate).
Bottle Green CR39 Sun Dark Grey Detail, made in Flint from recycled water bottles.
Written by H.B.