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THE WORLD'S GREATEST INDEPENDENTLY OWNED SUNGLASS BRAND

THE WORLD'S GREATEST INDEPENDENTLY OWNED SUNGLASS BRAND

Designed in California. Made in Italy of the highest possible quality, because we can. Since 2000.

Founded in 2000 by second generation eyewear category leaders, ELECTRIC is a participant owned, global, premium eyewear brand rooted in Southern California’s rich music, art, surfing, skateboarding, snowboarding, outdoor sport, and customization culture. ELECTRIC designs and markets an extensive line of award winning sunglasses made in Italy of the highest quality, designed and tested in California’s rich natural resourced landscapes. Snow goggles, watches, bags, apparel and accessories support eyewear throughout the globe.


Team ELECTRIC

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.


Eric Crane, ELECTRIC CEO

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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ELECTRIC Flagship Store, San Clemente