Behind The Brand: SOEK

What inspired you to start your business/brand?

SOEK was born out of a desire to create design-driven, affordable eyewear with the message of sustainability at its core.  Founded in 2019 and based on the East Coast of Australia, we have enjoyed outstanding growth since our launch, with our signature range of sunglasses and reading glasses now being stocked in over 1500 stores across Australia, New Zealand, South Africa and the United Kingdom.  We design from our sunny Central Coast studio and remain passionate about creating a range of products where style, sustainability and affordability go hand in hand. 

 

What are your brand’s values?

Our goal is to create high quality eyewear that is both ethically sourced and eco-friendly and we are constantly moving towards minimising our environmental footprint.

 

What is your biggest motivation?

We believe that style can be eco-friendly and we have been very excited to follow and implement new developments in eco-friendly materials that enable us to continue to create sustainable eyewear that is also premium quality.

 

Where did the inspiration for your product(s) come from?

Sunglasses are an absolute essential in Australia and we found inspiration in the outdoor lifestyle and stunning beauty of our land. From the golden sands of the coast to the rich reds of the Outback and the lush greens of the bush, our designs capture the essence of sun-soaked days and the spirit of adventure.

 

What has been a highlight whilst creating and building your brand?

It is still an absolute joy to see people walking around wearing our eyewear.  It reminds us that we are creating something special that our customers love and that can enhance experiences, adventures and moments in the sun.

 

What advice would you give to business owners, creators, designers, and brand owners just starting out?

Every successful business starts with a dream and a willingness to take risks. Stay authentic and let your unique style and vision shine through and remember to celebrate the wins,  no matter how small. It keeps you motivated and positive. Stay passionate, be patient, and enjoy the journey.

 

At the Spring/Summer edition of Top Drawer, will you be launching any new collections, and if so, can you give us a sneak peek?

We are very excited to launch our premium plant-based range of sunglasses.  These sunglasses are created from Bio-acetate which is made from sustainably sourced wood pulp and cotton.  One of the advantages of this eco-friendly material is that the natural colour is embedded into the material itself rather than being coated on which enables it to be coloured in thousands of different ways.  This creates a premium, high-quality product that is lightweight and resilient. Our Bio-based frame is also over 90% biodegradable within 180 days (in controlled conditions)…they are Bio-based, Bio-degradable and Bio-beautiful!

 

What is your personal favorite from your new collection?

Its so hard to choose as each style in our new range has been designed with so much love!  If I had to choose one style though, I think it would have to be Collide (don’t ask me to choose between the colours though!) It’s an absolute classic unisex style that instantly ups the cool factor.

 

If applicable, how do you operate your brand sustainably?

Each frame is made from high-quality sustainable materials including recycled plastic, plant-based Castor Seed Oil and Bio-Acetate and 100% sustainable timber from FSC accredited suppliers. We are constantly looking at ways we can improve on the way we do things in order to be as sustainable as possible while also doing our best to give back to help create a better world.  From our materials and factories to our packaging and our giving partner it’s a huge operation that is well worth it.