From waste to wear: lessons from building Good Citizens
Nik Robinson, Co-founder of Good Citizens Eyewear, is building a business that turns waste into something people can wear every day while keeping purpose at the centre of every decision.
Starting with a simple question
It all started around the family dinner table. Nik Robinson and his children, then seven and eight, were talking about plastic waste and the kind of future they wanted to see. One simple question sparked a whole new way of thinking about everyday products: why can’t they be designed better for the planet?
From that conversation, Good Citizens Eyewear was born, a business turning recycled plastic into stylish, wearable frames.
After more than two years of experimenting and refining processes, the family worked out how to transform a single recycled plastic bottle into an eyewear frame. The business grew steadily from there, starting small, learning through trial and error, and improving the product step by step.
Building a business with purpose
From the outset, the focus has been on considered design, durability and circular thinking. Rather than chasing fast fashion trends, the goal has been to create timeless styles that last.
“We don’t chase trends. If you design something well and make it durable, that’s one of the most powerful sustainability decisions you can make.”
Learning as you grow
Not everything has gone to plan. Some mistakes in the manufacturing process inspired unique designs that became some of Good Citizens’ most popular products. These outcomes show that experimentation, even when it doesn’t go perfectly, can create new opportunities.
As the business grew, putting the right systems in place became important. Platforms like Shopify have helped streamline online sales and daily operations, allowing the team to focus on refining the product and connecting with their community. For other local businesses, this shows how using practical tools can free up space to focus on what matters most.
Strong products and clear values remain at the centre of everything. Trust and loyalty are built through persistence, attention to detail, and staying true to purpose.
Reaching new customers
Good Citizens has found that people naturally share their story when the product is well-made and meaningful. Word-of-mouth, community connections, and local partnerships have been key to building awareness.
Social media, both organic and paid, has also helped reach new audiences, while participating in local events and talks keeps the brand visible and connected to the community.
Sharing the journey
Education and transparency are also central to Good Citizens. Nik regularly speaks at schools and universities about sustainability, innovation and resilience, often alongside his son Harry. Together, they have presented at TEDx Sydney and TEDx Melbourne, sharing their experience of building a purpose-led brand as a family.
“Young people are incredibly aware. They want to see businesses step up and take responsibility.”
Life on the Northern Beaches
Running a business on the Northern Beaches has shaped how Good Citizens operates. The area’s strong environmental awareness and creative community feel closely aligned with the brand’s values.
Outside of work, Nik enjoys walking the coastline and swimming year-round at Avalon Ocean Pool.
“Being in the ocean regularly keeps everything in perspective. It’s a daily reminder of why protecting our environment matters.”
Supporting other local businesses is also important, helping to strengthen the character and resilience of the community.
Looking ahead
Good Citizens continues to experiment with new sustainable materials and refine its circular design approach, while keeping education and advocacy front and centre.
“We’ll keep pushing for better design and less waste and showing that sustainability and commercial success can work together.”
Nik’s top tips for small business owners
- Be clear about who you are and stay true to your values
- Focus on creating something that genuinely adds value
- Be patient and open to learning through challenges
- Build a strong community around your business