Mountain Shades Inc. has officially launched its transition to rebrand as Optic Nerve Eyewear. The company, based out of Wheat Ridge, Colorado, has been in operation for more than 30 years, making performance sunglasses and goggles for Optic Nerve. With this transition, owners Bill Cotton and Tom Fox will aim to build a larger brand platform to convey their passion for the outdoors. Alongside the company’s transition, Optic Nerve Eyewear will also launch a new all-polarized line of eyewear called ONE by Optic Nerve. For more info on the rebranding, see the press release below.

Press Release, Optic Nerve Eyewear:

Wheat Ridge, Colorado: Mountain Shades Inc., the eyewear maker behind Optic Nerve sunglasses and goggles, is rebranding its company as Optic Nerve Eyewear. The decision to make this transition was one based on the fierce passion that Bill Cotton and Tom Fox have for the company that they have owned and operated for over 30 years. “We realized it’s time to evolve,” Cotton said. “Doing business as Optic Nerve Eyewear will give us the unified corporate voice and widespread brand platform we need to carry out our mission on a larger scale.”

That mission is to make the world a better place by getting more people outside. “Passion for the outdoors leads to happier and healthier people who care deeply for the environment,” Cotton explains. “Each individual that gets inspired to get outside, is a building block to a better society.”

The eyewear company currently supports this mission in a variety of ways. An example is the recent partnership with the National Interscholastic Cycling Association (NICA). The league serves a purpose beyond offering just another athletic opportunity to high school students: it gives young people a passion for a sport that allows them to love the outdoors while fostering a desire for environmental preservation. Plus, it’s a sport that young people can continue on with well into adulthood, allowing these passions to perpetuate.

Coinciding with the corporate rebrand is the launch of a new brand, ONE by Optic Nerve. The refreshing new brand captures the enthusiasm for enjoying the outdoors at a price point accessible to a large consumer demographic. With a tagline of “Optic Nerve for Everyone,” ONE by Optic Nerve will serve as a compliment to the high-performance Optic Nerve brand. Where Optic Nerve retail prices range from $49 to $129, ONE will be an all polarized line focused on fashion, performance and kids styles with retail prices ranging from $19 to $39.

About Optic Nerve Eyewear
Independently owned and firmly rooted in Colorado for over three decades, Optic Nerve Eyewear is committed to supporting communities worldwide through making performance-driven, price-conscious sunglasses and goggles. Backed by a lifetime guarantee, all styles have 100 percent UVA and UVB protection; lightweight, durable construction, and fashion-conscious styling. Optic Nerve Eyewear is the official eyewear partner of the National Interscholastic Cycling Association and XTERRA, the nation’s premier off-road triathlon and trail running series. To learn more, visit them online.