Sunglass and snowgoggle industry veterans Kip Arnette, Bruce Beach, and Mike Carter have formed a new company named Electric Visual Evolution. Electric will be 100% focused on the sunglass and snowgoggle category. Designer Kip Arnette stated “It’s time for some fresh new frame directions that today’s youth can relate to. I designed a forward line of glasses. With each style having a unique look and feel Electric is going to debut three new sunglass styles in May 2000.

Bruce Beach, the former COO of a major industry player in the category said a major launch is scheduled for both the United States and Australian markets this spring. ” we are building a foundation for the future. The US and OZ sales teams have the passion to pioneer a new brand. The character of Electric will be defined by our products and the core business principles that we represent.” Don Dyer will manage the US sales force and jon Laurenson will run the Australian distributorship. ” Don will provide excellent support to all the sales reps and retailers in the US and Jon brings a solid act act and the sunglass experience necessary to build the Electric brand In Australia.” said Beach.

Mike Carter is generating the marketing current. Mike and his team of riders will provide the voltage necessary to power the Electric brand and anyone that chooses to rock the Volt icon. Electric has assembled a powerful board of directors that include Luke Egan, Mike Ranquet, Axel Pauports, and Colin Mckay. The board will be involved with team development, advertising and product development. Brand development expert Eric Crane has been retained to design the electric Identification Strategy (E.L.V.I.S). Strategic Electric power plants will be located in San Clemente, Ca. Sydney, AUS. And Hossegor, FR.

For more information contact Electric at 800-958-6556 or