Like many brands, Le Specs is taking steps to reduce its environmental impact. The eyewear giant’s latest collection, Le Sustain, features frames made out of a material that stems from grass, swing tags made from recycled card and pouches made from recycled plastic. The move is sure to appeal to the brand’s young customer base, which includes A-list celebrities and influencers, including Beyonce, Rihanna, Gigi and Bella Hadid, Lady Gaga, Zayn Malik, Kendall Jenner and Justin Bieber. In this interview with Inside Retail‘s Heather McIlvaine, Le Specs’ creative director Hamish Tame talks about the years of trial and error that led to the development of Le Sustain and how he stays motivated when there’s so much more to do.