Kukuna® Sustainability

Sustainability at Kukuna – A Brand of Associated Optical
See clearer. Tread lighter.

Kukuna is more than an adventure brand – it’s a statement about how we move through the world. As a part of Associated Optical, we carry forward over 40 years of optical expertise with a fresh perspective on what it means to operate responsibly in 2025 and beyond.

Our mission is simple: to help people see better while doing better by the planet. Here's how we're making that happen:

1. Products With Purpose

Whether it’s sunglasses built for surf, trail, or mountain, or low vision aids crafted with care – we choose partners and materials that put sustainability first. From the lens coatings to the recycled packaging, every detail is considered for its impact, not just its look.

2. Cutting Carbon

We’re reducing our footprint with smarter energy choices – from switching to energy-efficient lighting and climate control at our HQ, to working with suppliers investing in cleaner production. It’s not just about using less, it’s about doing more with what we have.

3. Less Waste, More Thought

Our key supplier has already cut 9 tonnes of paper and 1.8 tonnes of new plastic annually thanks to packaging innovation. At Kukuna and Associated Optical, we champion minimal, recyclable packaging and work to extend product life wherever possible.

4. Stronger, Greener Partnerships

Sustainability isn't a solo mission. We work with people and companies who care – brands, factories, and logistics partners who hold the same ethical and environmental standards we do. When values align, progress follows.

5. Innovation That Matters

Whether it's using plant-based frames in future products or finding new ways to cut emissions, we stay curious. Our R&D is rooted in performance but always tuned into how we can reduce our environmental impact – without compromise.

6. Real Accountability

We don’t just talk the talk. Our progress is measured independently by TRACE Ltd, our decarbonisation partner. You can view our live Carbon Reduction Plan by clicking on the following link – because action without accountability isn’t enough.

7. People Power

Sustainability starts with culture. We involve our team – from warehouse to sales – in small actions that drive big change. We’re building a brand where everyone is part of the journey, on and off the clock.

From Associated Optical to Kukuna, sustainability isn’t an afterthought – it’s baked into who we are. Whether you're catching waves, hitting the trail, or supporting patients in a clinical setting, you can feel good knowing your eyewear comes from a company working to protect the planet that inspires us all.

Kukuna. Built to last. Designed to matter. Made for the wild.