ELECTRIC is a global premium lifestyle brand with roots in southern California's rich action sports and music culture. ELECTRIC's approach, which is based around the core principles of style, quality and function, has earned the brand a solid fan base and a great reputation. Founded in 2000 by Kip Arnette, Bruce Beach (could the founder of a surf company have a more suitable name?!) and Mike Carter, ELECTRIC have been making premium products for over a decade. Beginning in San Clemente, California ELECTRIC is now a global brand popular in the US of A, Europe, Australia and Japan.

With the iconic volt logo, ELECTRIC make a range of eyewear and luxury apparel that has its heart in southern California. From the tourist packed beaches of the west coast to the freestyle resorts of the Californian hills, ELECTRIC is the brand that core surfers and snowboarders wear.

ELECTRIC designs and produces an extensive range of sunglasses, goggles and accessories for riders who want to look good whilst riding the mountain. ELECTRIC sponsor legends such as Peter Line, Mark Sollors and Chas Guldemond. Their team riders Pat Moore and Mikey Rencz won silver and gold respectively at the 2013 X Games Real Snow backcountry video competition. ELECTRIC also sponsor artists and ambassadors including old school snowboarding hero, former pro rider and musical maestro Trevor Andrew aka Trouble. Classic designs such as the EG1 and EG2 are rider favourites and their simple styling is timeless. Fresh fashion is combined with superior visual technology to make goggles that are functional.