When sustainable eyewear brand Zerezes was to open their first flagship store in Rio de Janeiro, by the end of 2017, the four young entrepreneurs’ location choice was far from obvious. While most fashion and design brands dream about their first addresses in Ipanema, they chose a spot in the downtown area, a mostly historical and financial centre. The store project is also unconventional – a wide and clean 116 square metres space with only a few frames and sunglasses on display at the walls, as well as the brand concept ideas, brief history and values. The brand started five years ago with the production of handmade recycled wood frames, but recently started reusing and developing groundbreaking new materials.