Binocle is committed to sustainability with Wool Envelopes

Binocle is an eyewear brand that creates sunglasses and optical glasses with one objective: to offer quality glasses at the right price. 

We chatted with Samuel Jouzel, CEO and co-founder of Binocle about their choice to ship Binocle products in Wool Envelopes.

Setting the scene: Bincole’s commitment to sustainability

A key part of Binocle’s brand philosophy is a commitment to sustainability. As such, the Binocle glasses are designed to last as long as possible, and even have easily replaceable parts. 

Beyond product design and composition, Binocle is mindful of the impact transportation, packaging as well as other business operations have (read more on their “Our commitments” page).

“We keep developing our commitments to reduce environmental impact without hypocrisy,”

comments Samuel.

From plastic bubble mailers to Wool Envelopes

Before discovering Woola, Binocle used the classic plastic bubble wrap-lined envelopes to ship their products to customers. 

From a practical point of view, the bubble mailers worked well, but they did not fit with Binocle’s commitment to sustainability. The plastic bubble wrap used in the envelopes is made by burning fossil fuels, and it’s difficult to recycle or reuse, as it is attached to the outer envelope itself.

“When you realise that wool is naturally protective — and that it’s a material we’re giving a second life to from what would otherwise be waste — it suddenly becomes a very compelling solution.” - Nicolas Katkoff, Sales Manager at Woola

When the Binocle team first got their hands on Wool Envelope samples, they immediately appreciated the product’s quality.

“What impressed us the most was the quality of both the paper exterior and the wool inlay, which would allow us to protect our glasses well when sending them,” says Samuel.

While the Binocle team was impressed by the Wool Envelopes, there remained one hesitation: the price. Needless to say, in almost all cases, sustainable alternatives are more expensive than plastic (the exception being no packaging).

In the end, Binocle’s decision was that reducing CO2 emissions and plastic waste is more important than the extra cost.

“We decided to change from our old envelopes to Wool Envelopes after seeing that we could offer our customers recycled and reusable packaging that is of very good quality and creates a moment of surprise. We also love the fun ways people can reuse the wool!” — Samuel Jouzel, CEO and co-founder of Binocle

Samuel (second from the right) also joined a panel discussion on the topic “Why is it still so difficult to get rid of plastic?” at the Woola Experience Event in Paris in January 2023.

What does your packaging say about your brand’s sustainability?

For ecommerce brands, packaging is more than just a shipping necessity — it’s your first physical impression. It’s the tactile moment when your customer connects with your product for the first time. What they hold in their hands should align with what you stand for. If your brand champions sustainability but delivers its products wrapped in plastic, the disconnect is immediate — and hard to ignore.

At Woola, we love working with brands that walk the talk. Those that don’t just publish sustainability goals in a report, but embed them into every customer touchpoint, including packaging. We believe sustainability isn’t a side message, but rather part of the story your packaging tells. If you’ve taken the time to design a thoughtful product, it deserves an equally thoughtful journey to your customer’s door.

Too often, brands make bold environmental claims but still rely on bubble wrap or plastic mailers that contradict their values. We get it — finding alternatives that look good, perform well, and align with your brand can be challenging. That’s exactly why Woola exists. Our packaging is made from leftover wool that would otherwise go to waste. It’s soft, strong, compostable, and undeniably premium — designed to match the quality of the products it protects.

If your brand is ready to ditch the plastic and deliver your values as well as your product, we’re here to help. You can easily request a free sample of Woola’s sustainable protective packaging, or customise your own. Let your next parcel reflect the kind of future your brand believes in.