Though Oakley’s goggles are geared toward those who wish to enjoy the outdoors, their process does not line up with this ideal. The company lacks direct transparency on their initiatives, mainly referring customers to their owner Luxottica, which offers a vague approach to sustainability rather than clear steps to make a change. For a company that owns about 80% of all eyewear that is sold, it would be effective for them to begin to make concrete plans, for it will make them more appealing to their customers. The company would also benefit for a more personal approach, for currently the initiatives they provide are simply based on checking boxes for certifications rather than genuine attempts to protect the environment. On Oakley’s side, the brand must offer more details on their sustainability in order to be trusted by consumers. Though they may be owned by Luxottica, they also must have their own information to show that is easily accessible to consumers.
On its website, Oakley does not share what materials its goggles are specifically made of. Instead, it just highlights the features such as its Ridgelock technology and Prizm lens feature. Though these two characteristics do help market the goggles, neither of them have any contribution to sustainability efforts, such as adding durability or guaranteeing a longer lifespan. Thus, it is difficult to tell if the material used are sustainable or not, but does determine that sustainability isn’t something that Oakley prioritizes in its advertising and sales. The page for this goggles also highlights the replacement lenses, which take up more materials and encourage more consumption.
On a larger scale, the Luxottica website offers some clarity on their sustainability initiatives, but none detailing their specific materials used in certain pieces of eyewear. It simply states that they are working on investing in sustainable forms of energy, such as renewables. No numbers are given regarding how far along they are in this process or specifically what percent of their facilities have achieved this goal. There is also no mention of recyclable materials, though they have implemented better methods of waste management to attempt and counter their impact on the environment. I believe that the company, especially Oakley, could benefit significantly simply from listing materials to better inform consumers. Through this, the company would be able to highlight the features of the materials and how they contribute to the lifespan and durability of the product while also providing transparency on the sustainability of said materials, two things that would both benefit them and appeal to consumers.
Similar to the other categories, Oakley does not offer much information on their manufacturing facilities on their website specifically. In a column answering frequently asked questions about manufacturing, the company boasts that their products are engineered in California, but the answers to other questions regarding where their manufacturing actually takes place are vague and mainly direct customers to Luxottica for more information. On their website, Luxottica provides the locations of their offices and manufacturing facilities across the world, with most production taking place overseas in China. It is at factories such as these that production for the entire company and its 20 brands takes place at an extremely large scale. There is little attention to detail in this sense, for there is an overwhelming demand to be filled by these factories. Though there seems to be initiatives toward using green energy in the manufacturing process, the only significant changes being made are in office buildings closer to home in the US. In order to be more sustainable, the company needs to extend this thought to their overseas facilities, especially because they are where there is the most production and the most people in their company.
Oakley was founded in 1975 in California by , and sells a wide range of clothing products as well as eyewear. In 2007, the company was bought out by Luxottica, a giant in the world of eyewear, owning over 20 brands of luxury eyewear including names such as Ray Ban, Prada, and Ralph Lauren. Oakley’s website does not contain much information on sustainability efforts, with no clear page on the site as a whole or material details on products specifically, but Luxottica provides a picture of their sustainability plan through their four pillars of sustainability: commitment to excellence, visual well-being, social impact, and protecting the environment. Though the ideas of this plan are impressive and well-rounded, there is little concrete action clearly being taken based on the information given by Luxottica. For starters, the company itself encourages consumption through constantly releasing newer versions of their glasses and continually increasing the prices as they do so. The company also fuels its sustainability plan through investing in sources rather than actually implementing them. They make notable donations and contributions to sustainable sources, but don’t seem to actually alter their own practices in order to match these efforts. In order to improve their score in this sense, I want them to be clearer in their initiatives, as well as provide clarity for their brands specifically, such as Oakley.
The website does provide some insight on how they aim to create healthy and safe working conditions for those in manufacturing and distribution, but there is still a lack of transparency on how they follow through on these claims. They have checked the boxes in order to gain certifications, but don’t seem to have initiatives past that to actually improve the lives of their workers on a more personal basis, which is understood for such a large company. However, it is clear that more specific initiatives can be taken to show that they care about the lives of their workers rather than just highlighting their ability to rack up certifications. It would create a more personal feel for their brand, increasing their likability for consumers.