Coleman Opticians of Norwich has become the first practice to partner with UK eco-frame start up Coral Eyewear.

Coral is the brainchild of student George Bailey who launched the business with his father Calvin and The University of East Anglia’s Enterprise Fund. The sustainable start-up received £50,000 to test eco-friendly materials last year and has backing from Norfolk entrepreneur and TV personality Jake Humphrey.

Its frames are created with ECONYL, pellets which are made from recycled nylon fishing nets and fabric scraps from landfill.

Coleman now carries a variety of unisex shapes and colours from the sustainable brand’s new Endangered collection. Alongside using recycled materials Coral frames are tumbled for smoothness which, the firm said, reduces their impact on global warming by 90% compared with other frame materials and methods of production and finishing.

‘It’s so exciting to be working with Coleman Opticians,’ said Bailey. ‘I’m delighted that Coral Eyewear will have a high-street presence here in Norfolk. I believe this partnership can make a real impact in our bid to move the industry towards recycled, eco-friendly materials.’

600,000 tonnes of ocean fishing nets are thought to be abandoned every year. They can take up to 600 years to break down during which time tiny fragments, called micro plastics, are ingested by animals. World Animal Protection also estimates just one abandoned net entangles 30-40 marine animals each year.

Director of Coleman Opticians Katie Fenn said: ‘As a local independent business we strive to improve our carbon footprint year on year and supporting local entrepreneur George on this exciting innovation, really was a no brainer. The range of glasses are bright, attractive and knowing how they have been produced will hopefully be the start of a new way of thinking in the future’.