John Pritchard started Pala in 2016 as an ethical eyewear company that gives back. From 2020 onwards all new Pala styles will be exclusively Italian bio-acetate. For every pair of sunglasses sold they give back to eye-care programs in Africa by providing grants to vision centers, dispensaries and screening programs. They also work alongside a Ghanaian-based NGO to support weaving communities to make their protective sunglass cases. Woven using tradition methods utilizing otherwise wasted plastic. This waste is collected, washed, melted and re-purposed into the plastic that is then woven into each case, then labelled by hand with the name of the weaver that created it.