Our Mission


woman with red backpack looking out over water

See The World Better

Through our giving to eyecare projects, through the benefits to our customers of our sustainable eyewear and the stories of hope we share in our journal, these three key areas of our business connect deeply with our mission to ‘see the world better.’

Hear about our mission in 94 seconds...

girl having an eye test in Ethiopia eye clinic

Giving back

Pala was founded on the principle of giving back. For our founder, John Pritchard, the seed of the idea stemmed from travels to Africa in his earlier life and learning of the lack of access to eyecare. The empowerment that comes with a new pair of spectacles or corrective surgery is emphatic and as a solution, so simple. Pala gets to deliver lasting change, empowerment and opportunity through funding eyecare projects across Africa

hands holding pair of sustainable Pala sunglasses

Sustainable Design

We use the finest, most eco-friendly materials available to us, expertly handcrafted in small batches.

Our suppliers meet the highest standards of manufacturing and compliance. All our direct suppliers sign a code of conduct. We use plant-based bio-acetate for all our frames as well as more eco-friendly lenses for our non-polarised frames. Find out more about the materials we use and the suppliers we work with.

hand holding plastic bottles with shells growing from it

Seeing Solutions

The climate emergency is very real and to that end it can certainly feel overwhelming with the news that greets our screens and airways on a daily basis. Through our journal we look to engage with those at the coal face of where change is happening, see the problems for what they are, but most importantly understand where the solutions are coming from. Stories of hope and change.

“Our eyewear is designed for those who acknowledge the need for a better future, appreciate the world we live in and embrace the adventure of exploring it.”

John Pritchard – founder of Pala Eyewear