Electric was born from surf snowboarding communities, positioning itself as a lifestyle brand rather than a traditional watch or eyewear company. Kip wanted to blend California surf, skate and snow culture into premium eyewear and lifestyle products.
Andy is the co-founder and CEO of TOTEM Branding, widely recognized as one of the world's leading experts in branding. Often referred to as "Mr. Branding," he has spent over 25 years shaping how brands connect with people across five continents.
Adam Moyer named the brand after his dad's old lawn mowing sneakers beat up but reliable, his "knockaround" shoes. That spirit of laid back dependability inspired Adam to design sunglasses that were classic, affordable.
Strauss realized that most eyewear was overpriced, making loss or damage financially painful. His idea was to create stylish, polarized sunglasses and blue light glasses at accessible prices, backed by a strong guarantee.
Began as a response to the need for affordable sunglasses that still carried style and individuality. Branding emphasizes positivity, adventure, and self‑expression.
Stephen launched Goodr in 2015 after struggling to find running sunglasses that weren't overpriced or boring. Drawing on his background in marketing and brand strategy, he teamed up with Ben and Carrie Abell to create a product that was fun and affordable.
