Electric
Electric is an American eyewear brand founded in San Clemente, California, in 2000. It makes sunglasses, snow goggles and accessories for the surf, skate and snow communities.
| Founded | 2000 |
|---|---|
| Founders | Kip Arnette, Bruce Beach, Mike Carter |
| Origin | San Clemente, California |
| Core products | Sunglasses and snow goggles |
| Website | electriccalifornia.com |
What is Electric?
Electric is a Californian action sports eyewear brand founded in 2000 in San Clemente by Kip Arnette, Bruce Beach and Mike Carter. It describes its eyewear as built around style and performance.
History
The brand made its debut at the SIA Snow Show in March 2000. Its first three sunglass styles launched in July 2000, followed that winter by the EG1 snow goggle. Electric built a team of athletes that included surfers Luke Egan, Matt Hoy and Ozzie Wright and snowboarders Peter Line and Andreas Wiig.
Products and positioning
The range covers sunglasses, snow goggles, clothing and accessories. Current sunglass styles include models such as the Dude, Crasher, Augusta, Swingarm and Knoxville, while goggles include the EK1, EK2, Hex and Pike.
Distribution
Electric sells through authorised retailers, mainly in the United States and Canada, with some premium styles reserved for authorised dealers.
Why it matters
Electric is one of the eyewear names that grew out of Southern California's surf and snow industry and continues to rely on specialist retail and athlete marketing.
Frequently asked questions
Where is Electric eyewear from?
Electric was founded in San Clemente, California, in 2000.
What does Electric sell?
Electric sells sunglasses, snow goggles, clothing and accessories aimed at surf, skate and snow sports.