Few fashion accessories carry the environmental burden of sunglasses. Most frames are constructed from petroleum-based plastics and acrylic polymers that linger in landfills for centuries, shedding microplastics into soil and waterways long after they’ve been discarded. Leopoldo Alejandro Betancourt López, president of the Spanish eyewear brand Hawkers, saw this problem differently than most industry executives. Rather than viewing sustainability as a cost center or a marketing gimmick, he treated it as both an ethical obligation and a business opportunity.

Hawkers launched in 2013 with a €300 investment from four university friends in Elche, Spain. Leopoldo Alejandro Betancourt López entered the picture three years later, leading a €50 million funding round and assuming the presidency in November 2016. Under his direction, the company expanded from a scrappy e-commerce startup into an international brand selling more than 4.5 million pairs of sunglasses across 50 countries. But Betancourt López wasn’t satisfied with growth alone. He pushed Hawkers to rethink what its products were made of and where those materials came from.

Pulling Profit From Pollution

The H20 collection, launched as a limited-edition capsule line, marked Hawkers’ most ambitious sustainability initiative. Each pair of sunglasses in the series incorporated plastic waste recovered directly from ocean waters. The company collected tens of thousands of plastic bottles that had been polluting marine environments and transformed them into functional eyewear. The name itself referenced water, signaling the collection’s origins and purpose.

“We always have been conscious about sustainability, and we know that the market is shifting toward that direction,” Leopoldo Alejandro Betancourt López said. “Everyone is getting more conscious and wanting to understand how the product they buy impacts their life, but also the world and environment as well.”

Hawkers didn’t stop at the frames. Both the frames and lenses across all six H20 models use materials designed to minimize planetary harm. Some models feature bamboo-based biodegradable compounds combined with recycled plastics. Others employ biodegradable acetate or plant-based co-polyesters. The lenses themselves break down into biomass, carbon dioxide, and water when disposed of properly. Even the packaging received an overhaul: the typical plastic wrapping was eliminated in favor of recycled paper tape, and the carrying pouches were fabricated from ocean-recovered plastic bottles.

The Business Case for Sustainability

Skeptics often assume that environmentally conscious manufacturing erodes profit margins. Leopoldo Alejandro Betancourt López has argued the opposite. When he joined Hawkers, the brand carried a valuation of approximately $60 million. After implementing sustainability initiatives alongside aggressive expansion into retail and international markets, the company’s worth climbed past $100 million, with annual sales exceeding that same threshold.

The economics of sustainable eyewear reflect broader shifts in consumer behavior. The global sunglasses market reached $39.9 billion in 2024 and is projected to grow to $58.8 billion by 2033, according to IMARC Group research. Within that expansion, sustainability has emerged as a significant differentiator. Roughly 12% of new sunglasses lines now incorporate recycled or bio-based frame materials, a figure that continues to climb as younger buyers prioritize environmental responsibility.

Hawkers recognized this shift early. The company built its reputation on selling designer-quality sunglasses at a fraction of luxury prices—frames that might cost €20 to €25 compared to €100 or more from competitors like Ray-Ban or Gucci. Adding sustainable materials to that value proposition strengthened rather than diluted the brand’s appeal. Customers weren’t just purchasing affordable eyewear; they were buying into a set of values.

“We know from first-hand experience how to revolutionise the eyewear industry,” the company stated when launching the H20 line. “So, we also recognize that—having become market leaders—it’s also our responsibility to lead by example by promoting sustainability.”

The decision to abandon acrylic—a thermoplastic that takes years to decompose and produces harmful microplastics during degradation—proved central to this repositioning. Leopoldo Alejandro Betancourt López directed the company toward alternatives including bamboo-based biodegradable materials, biodegradable acetate, and recyclable carbon compounds. Manufacturing shifted in-house, with production facilities operating in Spain, Italy, and China, allowing tighter control over material sourcing and quality.

Meeting Demand From Eco-Conscious Buyers

Consumer preferences have moved decisively toward products that align with environmental values. Market research indicates that brands prioritizing sustainable materials and ethical manufacturing practices resonate strongly with younger demographics, particularly millennials and Generation Z shoppers who treat purchases as expressions of identity. Hawkers built its customer base precisely among these groups, using influencer marketing and social media campaigns to reach college students and young professionals.

The H20 collection addressed what many in this demographic consider non-negotiable: transparency about environmental impact. Each element of the product—from ocean-recovered plastic pouches to biodegradable lenses—told a story buyers could share. Knoji, an independent review platform, assessed Hawkers products as both ethical and sustainable based on evaluations from environmentally conscious shoppers.

Hawkers also expanded its One Eco line, featuring models like the One Eco Polarized Green, constructed from bamboo-based biomass combined with recycled plastic. These frames carry TR18 lenses with excellent optical quality and durability while remaining environmentally responsible. Polarized options provide UV400 protection and anti-glare properties, ensuring that environmental credentials don’t compromise performance.

Beyond the Product: Rethinking the Supply Chain

Sustainability at Hawkers extended past materials selection into manufacturing infrastructure. COVID-19 exposed vulnerabilities in global supply chains, prompting Leopoldo Alejandro Betancourt López to reconsider the company’s dependence on external suppliers. Beginning in early 2021, Hawkers invested in building an in-house production facility, ramping output from 30,000 units monthly to 90,000 units. This vertical integration allowed tighter oversight of environmental practices throughout the production process.

The factory uses high-end Italian machinery, with molds costing up to €80,000 compared to roughly $10,000 for cheaper Chinese alternatives. These polished molds create shiny and matte finishes through injection molding rather than painting—a distinction that matters for sustainability. Chinese competitors often rely on paint or stickers for surface effects, which contaminates materials and prevents recycling. Hawkers’ approach enables the company to recycle defective raw materials directly into new production batches, eliminating waste that would otherwise reach landfills.

“We believe that pollution and deforestation are major factors contributing to global warming,” the company stated, noting that Hawkers sees itself at a tipping point regarding environmental responsibility. Owning production facilities meant the brand could control not just what materials entered the supply chain but how waste was handled at every stage.

Scaling Responsibility Across Markets

Hawkers now operates in more than 50 countries, with offices spanning Hong Kong, Barcelona, Mexico City, Los Angeles, and Elche. Mexico alone accounts for 35-40% of sales, driven partly by sponsorships with athletes like Formula 1 driver Sergio Pérez. Across these markets, Leopoldo Alejandro Betancourt López has pushed the sustainable product lines as core offerings rather than niche experiments.

The company maintains over 60 retail locations, primarily across Spain and Portugal, alongside robust e-commerce operations that still generate the majority of revenue. Each channel reinforces the sustainability message. Online listings highlight eco-friendly materials, while physical stores allow customers to examine the quality of bamboo-based frames and recycled components firsthand.

Leopoldo Alejandro Betancourt López has described environmental responsibility as inseparable from long-term business health. “You have to use all the tools you have in marketing, creativity, reinvent yourself constantly,” he said regarding the challenge of maintaining relevance in fashion markets. Sustainability functions as one of those tools—a way to differentiate Hawkers from competitors while addressing genuine consumer concerns about planetary impact.

The numbers suggest this approach delivers results. Hawkers has sold more than 4.5 million pairs of sunglasses globally, with the brand generating over $100 million in annual revenue. Facebook featured the company as a marketing success story, citing an 86% increase in engagement and 51% return on advertising spend. These metrics reflect not just effective promotion but a product that resonates with buyers seeking both style and substance.

For Leopoldo Alejandro Betancourt López, the H20 collection and broader sustainability initiatives represent more than corporate responsibility checkboxes. They demonstrate that environmental consciousness and profitability can coexist—that pulling plastic from oceans and transforming it into fashionable eyewear creates value for shareholders, customers, and ecosystems alike.