Junk Plastic Rehab is an ironic, innovative, and eco-friendly eyewear brand that emerged in 2019 as a result of contemplation by a collective of professionals working in the eyewear industry. Responsibility and creativity are the two key words at the core of this project, where the upcycling of waste materials translates into the brand’s distinctly Italian soul. Junk Plastic Rehab’s intention to address what they call “plastic overload-mania” in their brand statement is approached with irony and relatability, convincing us that it is possible to wear sustainable glasses with a strong character.
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A touch of surrealism and irreverent realism enrich a design born out of the need to create something enduring and to demonstrate that the good intentions of eco-sustainability do not necessarily exclude creative design. This is demonstrated by models like Jeenius or Just Sun, which evoke the iconic aesthetic of 90s bug sunglasses. The bold volumes of the Naughties’ sunglasses are at the center of the new collection, which also embraces a vibrant color palette.
Emanuel Cestaro captures the campaign set in a junkyard, featuring Alice Sofia Navarin (whom we have discussed before and is wearing pieces from her brand, Rat Hat) with styling by Rini Giannaki. The model becomes the ideal ambassador for the dialogue between aesthetics and ethics, emphasizing the urgent call for a more conscious fashion.
