Blending style with performance, Electric has been a market leader in action-sports eyewear since its founding in 2000, and has subsequently expanded to include other lines across the snow sports and lifestyle categories. The company partners with influential athletes in many different sports—some of the more noteworthy on the ski side are Chris Logan and Parker White.
Winter 2013-14 was a big one for the brand. After supporting Level 1 Productions’ films for years, Electric was approached by White and Logan in regards to a new film project called The Big Picture. The web series would follow the pair as they traveled from Montana to British Columbia to Colorado to the ski stars’ stomping grounds of Mammoth Mountain, California, skiing everything from park to powder as they traveled the American West.
Electric signed on as a main sponsor. The web edits also featured skiers such as Tanner Rainville, Adam Delorme, Mike Hornbeck, Liam Downey and Duncan Adams. With talent like that on board, The Big Picture made a strong first impression on the freeskiing world. The crew’s skiing and antics drew upwards of 90,000 Vimeo views over the course of the season.
Parker White with the big slash. Photo by Dominic Hayden Rawle
“Chris and Parker represent our company in the way that we want to be represented,” says Electric snow marketing manager, Cyle Cadam. “We’re a lifestyle and performance-driven brand, and Chris and Parker are amazing athletes, they’re characters and they like to have fun. They fit our brand profile really well.”
While Electric is quick to invest in projects that spell fun, its ever-growing product lines bolster its status as a top brand in the snow sports realm.
Electric was cofounded by design guru Kip Arnette, son of Greg Arnette, one of the eyewear industry’s pioneers. Initially, Electric released three sunglass models and one goggle model. Fourteen years later, the company now produces more than a dozen sunglass models in multiple colorways and eight goggle models. Its products are available globally, in retail stores from the US to Canada, Europe to Japan and Australia, too.
Parker White. Photo by Dominic Hayden Rawle
The marquee item you’ll see from Electric for winter 2014-15 is the EG3 goggle, which introduces a patented quick-change lens technology that’s unlike any other. Instead of having just one or two contact and seal points between the frame and the lens, the entire lens is affixed to the frame. “It’s a 360-degree lock that actually seals all the way around the goggle that nobody else is doing—nor will be doing,” Cadam says. “We’ve worked on this for the last year, and it’s going to change the way people view the quick-change lens.”
In addition, Electric will include a free bonus lens with every goggle it sells this year, and the company is introducing a new, light green flat- light lens to its collection.
Along with producing a steady stream of new products, Electric plans to continue supporting industry-leading chargers who bring individual style to screens both big and small. “If Chris and Parker do something again this year, we’re going to be a part of it,” Cadam says. It’s this type of commitment to the progression of our sport that will keep Electric around for many years to come.
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