Home Articles This start-up that runs only on solar power is pioneering a new...

This start-up that runs only on solar power is pioneering a new era of eco-fashion


A new Australian online store is proving that fashion and the environment can go hand-in-hand, with its range of eco-friendly fashion accessories.

Adelaide-based Greenlife Online, founded by entrepreneur Matthew Devitt in 2014, sells unique watches, sunglasses, wood reading glasses and much more, all made from environmentally friendly and sustainable materials.

The company’s most popular products are ‘WeWood’ watches, made from recycled and reclaimed wood, while wood sunglasses and reading glasses from Proof Eyewear are also said to be flying off the shelves. The brands stocked by Greenlife Online don’t just manufacture the products, sit back and watch the money roll in – they’re firm believers in the double bottom line, which measures the social impact of a business, as well as the financial side.

That’s why WeWood plant a tree for every watch sold, and Proof Eyewear donate a percentage of their profits to charities in all four corners of the globe.

Greenlife Online are certainly doing their bit to contribute to those donations – they are Australia’s only stockist of Proof’s prescription-ready wooden glasses, each pair of which are handmade for that extra special customer experience.

WeWood Date Beige TableEco-friendly in more ways than one

Owner Matthew Devitt – who also runs a solar energy business – really has left no stone unturned in his quest for sustainability: Greenlife Online runs entirely on solar power, making them a carbon neutral business, and uses only recycled packaging.

He also refuses to sell anything that he wouldn’t wear or endorse himself, “I’ve had my wooden watch for around four years now, and it was the comments I got from people in the street that made me decide to start Greenlife Online in the first place.”

“Many people are very interested in eco-friendly alternatives to popular fashion products, but don’t know where to find them. Greenlife Online is a place that people all over the country can find hand-picked sustainable brands all in the one place.

“Most people haven’t seen a wooden watch or wood sunglasses before, but once they try a pair on you can see that they’re converted almost instantly.”

Greenlife Online has featured on lifestyle sites Adelady and She Shopped, and 2016 looks set to be another exciting year, as more and more consumers seek to do their bit for the planet – and look great in the process. “I’m always looking for new products that fit our ethos, and in 2016 we’ve got some more exclusive brands on the way that I think Australians will absolutely love.”

Who is the man behind Greenlife Online?

32 year old Matthew Devitt was born and raised in Adelaide.

He originally studied film and television production, and during his study he worked at a recycling station, which sparked an interest in the eco-friendly field.

When his study finished he applied for a casual job at a solar company, which as it happens was just before the solar industry exploded in 2007. He has since been working in solar energy for nine years and has now been running his own solar company for the last four years.

“I am extremely passionate about sustainability, which is integral to everything I do. I am a firm believer that we can all live much more environmentally friendly way than we currently do, without changing much about the way we live,” he told us.

Matthew Devitt
Matthew Devitt

What inspired Matthew to start Greenlife Online?

“I saw a blog about a wood watch about 5 years ago and I just thought it was one of the coolest things I’d ever seen. I ended up buying one from overseas and immediately I was getting stopped all the time by people asking me about it and seeing if they could try it on.

“At the time I had been really interested in starting an online store, and over a 6 month period developed a vision of a range of eco-friendly and sustainably made fashion accessories, such as sunglasses, reading glasses, watches, wallets and phone covers. I was seeing a few websites here and there that sold some of these types of products, but none that had them all available in the one place.

“I have discovered more and more brands as we’ve gone along and Greenlife Online will continue to grow as an Australian supplier of some amazing brands, all made in a sustainable manner. In 2016 we will be introducing a range of new brands that have not been sold in Australia before – it’s going to be an incredible year.”