Our story

 

Midori (みどり) is Japanese for "green". It also represents forests, nature or the environment.  It deeply penetrates in Japanese people's minds as a word expressing images of abundant nature or freshness.

Midori's mission is to make eyewear industry more sustainable, fair and contributing to better future for humanity in our Green Home Planet. 

After 9 years spent in eyewear market we've noticed few things we can improve in this direction. 

1. Use sustainable materials such as recycled plastic, wood, biodegradable polymers and other innovative materials to make frames and sunglasses from.

2. Decentralize manufacturing to drastically decrease the carbon footprint left from unnecessary intercontinental transportation. 

3. Shorten the supply chain between manufacturer and final customer to optimize expenses and redistribute value structure of final product. 

4. Get rid of dead stocks by switching to on-demand production. 

5. Build long-lasting sunglasses and optical frames which can be infinitely repaired and won't break after 1 year of use or accidental encounter with playful child.