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About


DESIGNED IN CALIFORNIA. MADE IN ITALY. SINCE 2000.

DESIGNED IN CALIFORNIA. MADE IN ITALY. SINCE 2000.

Electric designs and markets an extensive line of award winning eyewear. Made in Italy of the highest quality and designed and tested in California’s rich, natural landscapes, you'll find us from the beach to the streets and everywhere in between.



ABOUT ERIC CRANE


ABOUT ERIC CRANE


Eric Crane started his career in graphic design and advertising in 1993 with a position with Arnette Optics. Having quickly earned recognition at Arnette within the action sports community, he joined the San Francisco based Astro Studios in 1998. In 2000, Eric partnered with ELECTRIC to launch the brand by designing the identity, and maintained the brand’s image until 2003. In 2007, Eric joined Nixon, Inc. as the brand’s first Global Vice President of Product and Design, before coming back to ELECTRIC in 2012 as Chief Commercial Officer and was soon after appointed CEO in 2013. Eric purchased Electric from the Kering group in March of 2016.

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ERIC CRANE LEADS BRAND ‘AT ITS OWN PACE’ AS NEW OWNER


ERIC CRANE LEADS BRAND ‘AT ITS OWN PACE’ AS NEW OWNER


News hit Thursday, March 16, that Volcom had sold ELECTRIC to private management headed up by current ELECTRIC CEO Eric Crane. Many details around the deal are not being released, including financial terms, but Crane was able to explain the strategy behind his decision as ELECTRIC’s new sole owner and management.

Crane was one of the original members who built the brand in its earliest stages, and from his perspective the acquisition makes sense from a couple different levels. From a brand standpoint, it will be easier for ELECTRIC to tell its story “at it’s own pace,” without outside market pressures.

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