For Freddie, it’s all about provenance. Whether buying food or clothes, he always chooses the ethical option so it is no surprise that, when establishing his own collection of eyewear, he wanted to do it as sustainably as possible.
With a degree in product design and engineering from Leeds University, Freddie was working for a design agency when he fixed on the idea of producing his own line of glasses. He explains, “It was while I was developing products and packaging for a big consumer brand that I went shopping for sunglasses. I became obsessed with a particular make that I thought was small and niche. I was saving up for a pair when I found out that they weren’t an exciting independent label, but owned by one of the biggest companies in the world.”
A different direction
The discovery spurred him on to start his own range of understated and sophisticated eyewear. “In 2016 I launched my website from a coffee shop near the flat in Islington where I lived with my brother. The name MONC is a nickname which is derived from Monckton, my middle name.”
To make his spectacles and sunglasses, Freddie chose a family-run company situated in a valley in the Dolomites, an area of Italy which has been associated with eyewear production for many decades. It was on a visit to the workshop that he first realised the extent of the waste that is usually generated by the manufacture of glasses.
“I was being shown around and I saw these multi-coloured bales of what looked like hay. It was explained that this was left over from production. My eyes were opened: I had discovered a problem in our industry that is not talked about, the amount of waste. I wanted to celebrate craft and culture but also to protect people and the planet. So that was pivotal in MONC’s evolution and now we carefully consider every aspect of the process.”
Mindful materials
Freddie favours small batch production and making beautiful pieces that stand the test of time and can be repaired if necessary. Frames are made from bio-acetate, derived from sustainable plant cellulose which banishes the need for fossil fuels used in producing standard acetate. Lenses are made of high-strength mineral glass, a better quality alternative to standard plastic lenses used across the industry. All packaging is biodegradable, and Freddie has even sourced a sustainable alternative to the microfibre lens cloth.
His eco approach extends to the premises on Chiltern Street. The interior was designed by Nina Woodcroft of London-based Nina+Co and has scooped two prestigious awards: the Dezeen Award for Small Retail Interior of the Year in 2022 and the Best Sustainable Store Design at the 2023 Drapers Sustainable Fashion Awards.
Freddie says, “When I designed the store, I was thinking about my experience of opticians and too often it was a very medical chore, with lots of plastic shelves of glasses and mirrors glued to the wall. I wanted to create a characterful space with a zero-waste concept. I sought out Nina because our ethos aligns in trying to produce low-impact spaces. Our store is made up of bio-based, upcycled, recycled and completely recyclable materials, whether it’s the mycelium mushroom podiums for our frames, the cornstarch ceiling installation and shelves, or the recycled plastic furniture.”
Close-knit community
The subtle and tactile interior attracts shoppers who frequent Chiltern Street, and MONC is thriving. Collaborations with the community of independent brands in the area have also spread the word. Freddie explains, “Round the corner is Monocle Magazine, which has a coffee shop and boutique store. We designed a product for them called the Chiltern in three colours – umber brown, black, and speckled tortoiseshell. The collaboration launched at the beginning of last year with a limited-edition batch of 260 pieces and did extremely well. Monocle gave us access to their community and we gave them a new product that they could display in their shop and on their pages.”
And, when it comes to his own eyewear, what are Freddie’s favourites? “I love Kallio spectacles – named after a creative neighbourhood in Helsinki – a unisex piece that suits almost everyone. The sunglasses that I have been wearing since the day they arrived from our workshop are from the Chiltern Monocle collaboration. I have number one out of 260 – it’s etched on the frame.”
Eco goals
After eight years, Freddie is now ready to take MONC to the next level. “I am planning to open more boutiques in London and some around the world,” he says, adding, “It’s a really exciting chapter and I’m looking forward to it.”
As his company expands, Freddie will continue to put his values at the forefront of everything he does. The arrival of his son Otto last summer has only added to his resolve to ensure he has a positive impact on the world. “Since beginning MONC, I have designed products with 100 per cent care for the environment and, having my son, has further charged my passion and ambition to change things for the better.”
Freddie's London
What is your favourite London memory?
Moving to London was pivotal. I had been living with my parents in Cambridgeshire when, a decade ago, I moved into my brother’s flat in Islington, and I have fond memories of those early days leading an independent life in the city. We had a great time living together for a couple of years until he met his wife and I got kicked out!
Where do you like to eat in the capital?
It has to be a classic pub lunch and the two places that come to mind are The Clarence Tavern in Stoke Newington – the chicken and leek pie sells out in about an hour and is the most incredible thing to share on a Sunday afternoon. The Plimsoll in Finsbury Park does the best burger in London.
Where do you go to unwind?
You can’t go wrong with a good walk and fresh air. I have been lucky enough to live near two incredible parks: Clissold Park and currently, Ravenscourt Park. I also love catching a film in a cinema with big comfortable seats.
What or who have you got on speed dial?
My partner Emma – the biggest supporter of my business and me. We met in a pub the day that I opened my shop in November 2021. I popped a bottle of champagne with my team and we had some late-night drinks, and Emma was sitting opposite us. We started chatting, went for dinner the next week and the rest is history.
London's best kept secret is...
Chiltern Street. I couldn’t be more of an advocate for the community, we have so many great stores as neighbours. As well as Monocle, there is Perfumer H – a beautiful fragrance brand, Niwaki – Japanese garden tools and hardware, and King and Tuckfield – spectacular clothing collections made with the best materials.
Who is on your radar?
Original Fibres formerly Flax London – they make menswear from wool and linen. I like people who try to do things in a different way.
