‘Reframed’ Buyback Program, a finalized project for Ahlem

Ahlem was launched in 2014 by a Parisian-born, Los Angeles-based designer. Ahlem Manai-Platt has a broad experience within the fashion industry.

10 years at Acne and Miu Miu, from consulting roles to advisory roles such as advising the Fédération Française du Prêt à Porter, Ahlem move her career towards eyewear to fulfill her dream. She says “I live in glasses”. The loss of one of its beloved pair of vintage sunnies gave her the push to start her new project. Ahlem Eyewear was born.

How is a Ahlem frame made?

It's the collision of cool Venice Beach vibes and effortless Parisian refinement that exemplifies Manai-Platt's signature for AHLEM. In keeping with the vision for AHLEM, classic frame shapes summon a timeless sensibility while distinct design details look stylishly ahead. The result? An eyewear collection that exudes edge and excellence—to wear every day and to any occasion.

The brand exists at the focal point of quality craftsmanship and simplicity. AHLEM is indeed committed to quality craftsmanship, first and foremost. This means eschewing the easy in favor of the excellent.

There's utmost respect for artisanal expertise played out in each pair of glasses. Throughout production, glasses travel to three specialized ateliers, and into the hands of nine skilled artisans—each with a particular craft passed down through the generations.

Montorgueil, t

he raw architectural detailing makes a style with its own independent point of view

Acetate is sourced directly from Mazzucchelli, the world's heritage house. Metal frames are made of palladium, electroplated in 22k gold, and feature hand-engraved titanium nose pads for optimal comfort and support.

Cridal lenses that offer UVA/UVB protection with built-in backside anti-reflective coating come from leading French optical company, Christian Dalloz. And vintage acetate used to accent metal temples is handpicked in France by Manai-Platt, Ahlem’s CEO, herself.

“Reframed” finally released

Giving back has always been at the heart of Ahlem Eyewear’s brand culture. This is why with schools shut down as a result of COVID-19, Ahlem has been donating 25% of every eyewear purchase to the NO KID HUNGRY organization. 

With “Reframed”, the strategy is to let customers swap out frames, in any condition, for a voucher to purchase a new style, a new buyback program basically.

The strategy lets customers swap out frames, in any condition, and exchanges them for a voucher up to $100 toward their next purchase with the independent eyewear brand, creating a full life cycle for their products.

The system is tiered based on signs of wear, starting with frames dubbed “good’ with gentle signs of wear getting the full $100; styles are seen as “fair,” which show major signs of wear getting $80, and finally, frames that fall under the “poor” category with major damage or breakage netting $60.

“We should never have to compromise ethics for elegance,” says Ahlem Manai-Platt, the brand’s founder, who would like to see the program set an industry standard for environmental responsibility.

In addition to the program, the brand is releasing a “Give Back” collection, rendered entirely from recycled and reused metals and acetates in exclusive colorways — with proceeds benefiting the No Kid Hungry organization. “Giving back has always been at the heart of our brand culture,” says Manai-Platt, said of the collection, which will release annually.

Charitable approach

Ahlem is launching products online since it temporally closed its stores due to the coronavirus, and as a result of COVID-19, the eyewear brand will donate 25 percent of every purchase to the No Kid Hungry organization as well. “We did not wait for the disruption to rethink our mission; we are using this time to stride for better and to further our company ethics,” Manai-Platt said.

The program in details & its effects

A greener vision

As AHLEM eyewear evolves and as fashion remains the second-highest polluting industry behind petrochemicals, what remains is a contemporary brand defined by distinguished design that innovates, inspires, and sets new standards for environmental responsibility. Says AHLEM founder, Manai-Platt: “We should never have to compromise ethics for elegance.” In only a few years, AHLEM has increased efforts at home and offshore to the green production cycle. This is how the idea of using the waste material is born and this program is only for US customer based for now.

Now, AHLEM is taking further strides in the luxury eyewear market with a new sustainability initiative: a buyback program that gives new life to tired frames and puts money in customers’ pockets toward a new pair of glasses.

Simply swap out your frames—used, unworn, any condition—in exchange for a voucher of up to $100 in credit toward your next AHLEM purchase.

In partnership with a workshop in France, AHLEM will close the loop by releasing an annual limited edition REFRAMED collection rendered entirely from recycled and reused metals and acetates in exclusive colorways—with proceeds benefiting the No Kid Hungry organization. 

“Giving back has always been at the heart of our brand culture,” says Manai-Platt. “We are constantly looking for ways in which we can be of service within our industry and our world at large.”

Written by S.B