Since launching What’sUpMartha and What’sUpNetworks back in 2009, Rob Ianelli went on to launch What’sUpTuck, What’sUpStowe and What’sUpNewp. After handing over the reigns of “What’sUp” to Ryan Belmore, Rob went on to launch Brewsees Eyewear and Norton Point, an eyewear brand based on the island of Martha’s Vineyard, MA

Today, June 8, 2016 and in conjunction with World Oceans Day, Norton Point launched a Kickstarter to help fund the world’s first line of sunglasses made from recovered high-density-polyethylene (HDPE) ocean plastics.


As a compliment to the Kickstarter and efforts to reduce ocean plastics Norton Point launched a parallel campaign entitled “Sea Plastic Differently.” The campaign encourages individuals to better understand their personal plastic footprint and businesses to see the value in ocean plastic products. Over the next several years the campaign will follow Norton Point, its customers, and non-profit partner, Ocean Conservancy as they explore how we can stem the tide of plastic flowing into the oceans.

Visit The Kickstarter: Sea Plastic Differently – Recycled Ocean Plastic Sunglasses


Every year 8 Million metric tons of plastic enter the world’s oceans. It contaminates our seas, kills marine life, and litters our coastlines. If nothing is done, by 2025 the ocean could contain one pound of plastic for every three pounds of fish.


Formed by two friends in March of 2015. Both entrepreneurs, one in eyewear and the other in social impact, Norton Point’s ocean line started with a big idea and what seemed like a simple concept. The idea; make sunglasses out of recovered ocean plastic. The concept; help create a value chain for the reuse of ocean plastic by selling sunglasses and reinvesting into clean-up and mediation activities. In February of 2015, the Norton Point team traveled to Haiti to meet with the Plastic Bank, to investigate and form a partnership to collect ocean plastic. The Plastic Bank pays collectors in local communities a living wage to help reduce plastic waste. While in Haiti the Norton Point team filmed a video about plastic pollution which will be featured in the “Sea Plastic Differently” campaign.

Social Components

• Each frame eliminates 1lb of plastic from the ocean

• 5% reinvested into ocean clean-up, awareness, and R&D for new uses

• End of life buyback program that includes 10% off next purchase More Plastic Facts:

• In 2014 the world produced 311 million metric tons of plastic By 2050, that number will grow to 1.12 billion metric tons – World Economic Forum, “The New Plastics Economy”

• 95% of plastic packing representing $80-$120 billion in value is used once. – World Economic Forum, “The New Plastics Economy”

• 32% of plastic is not collected and leaks in the nature. – World Economic Forum, “The New Plastics Economy”

• Over 80 percent of ocean plastic comes from land-based sources. – Ocean Conservancy, “Stemming the Tide 2015

More On Norton Point

Norton Point is an eyewear brand based on the island of Martha’s Vineyard, MA. We believe that plastic flowing into our oceans is one of our planets greatest environmental challenges and we have chosen to become part of the solution. We have developed the first line of eyewear made from recovered high- density-polyethylene (HDPE) ocean plastics. As a company our mission is to create a value chain for the reuse of ocean plastic, by selling fashionable, high-quality eyewear. In keeping with our mission, Norton Point reinvests 5% of net profits back into improving global clean-up and mediation practices towards stemming the impact of ocean plastic