Brand Profile: Union of Surf a Coastal Eyewear Brand Inspired By Life Around the Ocean
Union of Surf is a coastal eyewear brand inspired by life around the ocean. Born from the need for stylish, durable, and sustainable sunglasses, it brings together a
community of surfers and ocean lovers who value both quality and the planet. Brand founder Philippa Clarke explains how the brand continues to grow through innovation and a strong connection to its roots.
What’s the story behind Union of Surf, how and why was the brand started?
Union of Surf started on the South Coast, where life revolves around the ocean. Living here, I could never find sunglasses that truly fitted the lifestyle, something on-trend, built to last, and made with the planet in mind. Most of what was out there either looked good but was cheaply made, or claimed to be sustainable but cost a fortune. I wanted to change that so Union of Surf eyewear was born, with each product designed for life by the coast, crafted responsibly, and priced fairly. Our community, our union, is made up of surfers, creatives, and ocean lovers who inspire everything we do. Together, we’re building a brand that proves sustainability and style can ride the same wave.
What are Union of Surf’s core values?
At Union of Surf, everything starts with respect, for the ocean, for the planet, and for the people who wear our eyewear. Sustainability isn’t a trend for us, it’s the foundation. From the materials we choose, to how we package and ship, every decision is made with the planet in mind. We don’t see our customers as just buyers, they’re part of our collective, our union. We test and develop new styles alongside our community at beach comps and coastal events, shaping the brand together. Like the waves that inspire us, we’re always moving forward, refining our lenses, developing new materials, and expanding into prescription and sports eyewear to keep up with our community’s needs.
What’s been the biggest challenge in building a sustainable surf brand?
Breaking into a space dominated by large, well-known, and long-established brands has been tough. Balancing sustainability with accessibility while carving out our own voice takes effort. But the real reward comes when customers discover sunglasses that surpass their expectations, their joy of finding something they’ve been missing and converting that excitement into real sales at fair, attractive price points.
Can you tell us more about how you turn old wetsuits into sunglass cases?
Yes, it’s one of our favourite parts of the brand story. We work with a small company in Wales called Snowdonia Gear Repair, who specialise in upcycling outdoor gear, from bags and jackets to wetsuits. They have the expertise and the specialist machinery to sew neoprene properly. The old wetsuits are washed, repurposed, and transformed into sunglasses cases, each one slightly unique and as good as new. It’s a small but meaningful way to reduce waste in the surf industry while supporting local craft and keeping materials in use for longer. We love that every case has its own character and is a little piece of surf history. We’ve got more upcycling ideas in the works to continue this mission.
Nu 5
What’s been your proudest moment since starting Union of Surf?
Our proudest moments always come from seeing genuine connection, whether it’s a customer trying on a pair at a beach comp and instantly connecting with the brand, or hearing from key retailers who say Union of Surf is filling a gap they’ve been looking to fill for some time. Adding key sales reps in the US has been another milestone, helping us grow our reach internationally. And securing our first multi-store retailer across Australia and New Zealand was a huge stepping stone for such a young brand. Seeing that our mix of style, quality, and sustainability resonates with both customers and retailers makes every challenge worthwhile.
NU 7
Are there any new products or ideas you’re excited about for next season?
We’re really excited about expanding into full bio-acetate cellulose frames and half-cellulose, half-wood designs, giving our lifestyle range a more relaxed, coastal vibe. Alongside that, we’re introducing a new sports-focused collection, developing our prescription lens service, and evolving our Waveology polarised technology, all designed to push performance and sustainability further than ever.
Nu 11
Why should retailers stock Union of Surf?
Union of Surf delivers proven sell-through price points, strong retailer margins, and a selection of designs and finishes tested with real customers. Our natural aesthetic and eco-conscious design translate beautifully in-store, with standout floor and tabletop displays that attract attention and drive sales.
