What if you had one pair of glasses for your entire life? Tom Broughton, founder of the British eyewear brand Cubitts, envisions a future where a single pair of durable, stylish spectacles can last a lifetime. “They could outlive you,” he says, challenging the fast-fashion mentality that dominates eyewear today. With an estimated 250 metric tons of eyewear ending up in landfills each year, Broughton highlights the urgent need for sustainability, as most contemporary glasses are made from non-biodegradable acetate.

Cubitts is committed to creating handmade glasses, offering a unique lifetime repair service. Customers can now get custom-fitted lenses, tailored specifically to their facial proportions. The company is even developing an app for at-home measurements, ensuring that glasses are not just durable, but perfectly suited to each individual. “We’ve stopped seeing spectacles as the incredible invention that they are,” Broughton notes, emphasizing the need to view eyewear as a cherished possession once again.

Through this innovative approach, Broughton hopes to help customers forge a deeper connection with their eyewear, making them want to hold onto them for life. As he puts it, “I’ve become rather attached to my spectacles. They’re part of me now.”
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