IN CONVERSATION

Before Bruce Jeffreys and Jason McDermott worked on their first prototype for a new pair of spectacles, they knew little about eyewear—except that the high cost, poor quality and overwhelming choice made buying glasses a frustrating experience. Having previously co-founded car-sharing service GoGet, Bruce was determined to apply his entrepreneurial prowess to improve that experience. The result is Dresden, a radical new approach to making glasses with a social and environmental mission. In a conversation with Today, Bruce explains how he’s taking on the fashion industry and why strong ethics is good for business.