Electric Sunglasses

Three friends by the names of Bruce Beach, Kip Arnette, and Mike Carter set out to launch a new sunglass eyewear company called Electric Visual in January of 2000. These friends had spent eight years designing and marketing for another eyewear company, and Bruce and Kip decided that after eight years they had the expertise and motivation to start their own eyewear company. They enlisted their friend Mike Carter to do the marketing strategy and the team was off and running. The plan was to design designer sunglasses that were high tech and fashionable. The company was off to a running start but suffered a number of setbacks…which almost killed the company before it had barely gotten off the ground. Production delays, a number of economical disasters that included the stock market tumbling down, the whole sordid 9/11 business, and several other problems nearly killed the fledgling company. Imagine all of these things taking place in the first year and a half of starting a business. It would be exceedingly rough don’t you think?

But, in spite of all the setbacks and having a very shaky start, Electric kept the faith and pushed on, determined to establish themselves as a major contender and leader in the sunglasses/eyewear market. The Electrics marketing foundation became well established and soon enlisted a truly awesome team of incredible athletes. The formation of this great athletic team happened rather quickly and the team seemed naturally tailored for the wild rollercoaster ride of experiences to come. Using the different personalities of the team for inspiration for Electric’s design ideas…product ideas started flowing like water. Frame designs like the Noise and Flux came out practically overnight on top of the first three product releases.

The next couple of years flew by with increased demand for Electric’s innovative sunglasses. All of the difficulties were overcome and a team roster boasted some of the best guys in skateboarding. The original team consisted of four guys…Luke Egan, Mike Todd, Peter Line, and Bam Margera and still does. These guys are still on top of their game and are an inspiration for other skaters all over the world. Their athletic skills and the foresight of Electrics marketing helped make Electric the leader it is today. Electric still recruits new people to their team, but the same standards apply; that the people have talent and the drive that will keep them on the Electric team roster 5, 6, or more years from the time they join the Electric team.