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The ELECTRIC sunglass collection, is created by founder and inspired eyewear designer Kip Arnette. Built on the proven strength of the brands California-designed, hand crafted in Italy ethos, ELECTRIC strikes that crucial balance between form and function. The 2014 ELECTRIC sunglass collection reflects our passion for purity in design and dedication to superior craftsmanship.


04 PREMIUM 24 LIFESTYLE 42 ACTIVE 56 PREMIUM OVERVIEW 57 ACTIVE OVERVIEW 58 LIFESTYLE OVERVIEW 60 TECHNICAL DETAILS


PREMIUM

4

5


REPRISE Nº EE12401001 MATTE BLACK - M. GREY

Nº EE12401601 GLOSS BLACK - M. GREY Available in Polarized

Nº EE12410602 TORTOISE SHELL - M. BRONZE

Nº EE12448501 INDIA - M. GREY

Nº EE12448301 PATINA - M. GREY

Nº EE12448602 SAHARA - M. BRONZE

A play on the classic roundED silhouette, the Reprise is habitual yet refreshingly different. Re-engineered with modernized refinements this unisex frame reflects the seamless blend between timeless appeal and contemporary styling. HANDMADE ITALIAN ACETATE • Size Category 3 • Unisex Design • Available In Polarized level i [cr39] • 100% UV Protection • 98% Blue light Protection • 6 Base Melanin Infused Cr39 Lenses • 6 Base Mazzucchelli Acetate Frame • 5 Barrel Hinges • Heat Tempered Wire Temple Inserts • PREMIUM PACKAGING STORY

6

7


40FIVE

Pulling inspiration from the iconic sunglass design

Nº EE12301001 MATTE BLACK - M. GREY

Nº EE12301601 GLOSS BLACK - M. GREY Available in Polarized

Nº EE12310602 TORTOISE SHELL - M. BRONZE

Nº EE12348401 DARK SEAS - M. GREY

Nº EE12348002 DUSK - M. BRONZE

Nº EE12347901 RED SEA - M. GREY

aesthetic of the 60’s, the 40Five boasts an angular brow and thickened lugs, creating a frame that is both uniquely distinct and faintly vintage. HANDMADE ITALIAN ACETATE • Size Category 3 • Unisex Design • Available In Polarized level i [cr39] • 100% UV Protection • 98% Blue light Protection • 6 Base Melanin Infused Cr39 Lenses • 6 Base Mazzucchelli Acetate Frame • 5 Barrel Hinges • Heat Tempered Wire Temple Inserts • PREMIUM PACKAGING STORY

8

9


AV2 Nº EE12609721 PLATINUM - M. GREY - SILVER CHROME

Nº EE12645020 BLACK - M. GREY

Nº EE12609839 GOLD - M. BRONZE Available in Polarized

Nº EE12609742 PLATINUM - M. GREY POLARIZED LEVEL I

Based on the timeless style and modern refinements of the original AV1, the AV2 is the updated twist on a UNIQUELY American classic. This progressive frame blends generations of Italian craftsmanship with state of the art lens technology, comfort and performance. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available In Polarized Level I • 100% UV Protection • 98% Blue light Protection • 6 Base Melanin Infused Polycarbonate Lenses • 6 Base Medical Grade Stainless Steel • 3 Barrel Custom Mono-block Hinge • Hand Crafted In Italy • PREMIUM PACKAGING STORY 10

11


HARDKNOX

Roll with the punches in the new Hardknox, an edgy

Nº EE12201001 MATTE BLACK - M. GREY

Nº EE12201601 GLOSS BLACK - M. GREY Available in Polarized

Nº EE12210602 TORTOISE SHELL - M. BRONZE

Nº EE12248301 PATINA - M. GREY

Nº EE12249301 EMERALD TORT - M. GREY

Nº EE12249402 AMERICANO - M. BRONZE

twist on legendary style. Pristine lines, classic temples and scalloped arms blend together to create a frame that is distinguished yet smooth. HANDMADE ITALIAN ACETATE • Size Category 2 • Unisex Design • Available In Polarized level i [cr39] • 100% UV Protection • 98% Blue light Protection • 6 Base Melanin Infused Cr39 Lenses • 6 Base Mazzucchelli Acetate Frame • 5 Barrel Hinges • Heat Tempered Wire Temple Inserts • PREMIUM PACKAGING STORY

12

13


DETROIT XL Nº EE12101001 MATTE BLACK - M. GREY

Nº EE12101601 GLOSS BLACK - M. GREY Available in Polarized

Nº EE12110602 TORTOISE SHELL - M. BRONZE

Nº EE12148201 MAASAI - M. GREY

Nº EE12149502 TOBACCO TORT - M. BRONZE

Nº EE12149701 NAPALI - M. GREY

Electric’s ode to the iconic design aesthetics of the 60’s, the Detroit XL is the epitome of style, groove and sophistication. A blend of James Dean, Bob Dylan and JFK translated through refined swooping lines and bold accents; this frame is a mix of timeless style and quality. HANDMADE ITALIAN ACETATE • Size Category 3 • Unisex Design • Available In Polarized level i [cr39] • 100% UV Protection • 98% Blue light Protection • 6 Base Melanin Infused Cr39 Lenses • 6 Base Mazzucchelli Acetate Frame • 5 Barrel Hinges • Heat Tempered Wire Temple Inserts • PREMIUM PACKAGING STORY

14

15


XL

AV1

Nº EE12509721 PLATINUM - M. GREY - SILVER CHROME

Nº EE12545020 BLACK - M. GREY

Nº EE12509839 GOLD - M. BRONZE Available in Polarized

Nº EE12509742 PLATINUM - M. GREY POLARIZED LEVEL I

Nº EE11109721 PLATINUM - M. GREY - SILVER CHROME

Nº EE11145020 BLACK - M. GREY

Nº EE11109839 GOLD - M. BRONZE Available in Polarized

Nº EE11109742 PLATINUM - M. GREY POLARIZED LEVEL I

We took the timeless style of an aviator frame and applied modern refinements in design and technology to create the new American classic. Available in two sizes, this unisex, Italian-made frame features medical-grade stainless

LRG

steel construction offering improved fit, comfort, and performance. Media madman Jason Ellis is not one to respect tradition but in the case of his signature shades, the AV1, he made an exception. HAND CRAFTED IN ITALY • Size Category 4 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% Blue Light Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Medical Grade Stainless Steel Eye-Wire • 3 Barrel Custom Mono-Block Hinge • PREMIUM PACKAGING STORY

16

17


TRIPLE POSITIVE IN OR OUT OF THE WATER, DANE, PAT AND TANNER ARE KNOWN FOR THEIR INNATE ABILITY TO CHANNEL THE POSITIVE ENERGY OF PURE STOKE AND SHARE IT WITH ANY AND EVERYONE AROUND THEM. ELECTRIC’S TRIPLE POSITIVE COLLECTION CELEBRATES THE PASSION, LIFESTYLE AND ENERGY THAT MAKE THE GUDAUSKAS BROTHERS WHO THEY ARE AS SIBLINGS AND AS INDIVIDUALS. CONNECTED. TOGETHER WE INVITE YOU TO TRAVEL TO A WORLD WHERE DIVERSITY, CREATIVITY AND OPTIMISM COLLIDE. A PLACE TO RELAX... A PLACE TO SET YOUR MIND FREE… A PLACE THAT APPEARS WITH ONE SIMPLE THOUGHT… POSITIVITY. WELCOME MY BROTHERS AND SISTERS... TO PLANET STOKE.

18

19


TANNER. SWINGARM

Nº EE12950320 GREEN BOTTLE - M. GREY

Nº EE12950420 SEA GLASS - M. GREY

PAT. BENGAL

Nº EE13051348 ALBINO TORT - M. BRONZE BI MIRROR CHROME

Nº EE13051420 ACID GREEN - M. GREY

HAND CRAFTED IN ITALY HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design

• Size Category 3

• 100% UV Protection

• Unisex Design

• 98% Blue light Protection

• 100% UV Protection

• 6 Base Melanin Infused Polycarbonate Lens

• 98% BLUE LIGHT Protection

• 6 Base Mold Injected Grilamid Frame

• 6 Base Melanin Infused Polycarbonate Lens

• Internal tactical Hinge system

• 6 Base Mold Injected Grilamid Frame

• Unique mold injected logo

• 5 Barrel Hinge

• UNIQUE PACKAGING STORY

• UNIQUE PACKAGING STORY

20

21


DANE. HUXLEY

Nº EE13151506 LENNONGREY - M. GREY GRADIENT

Nº EE13109719 DEEP PURPLE - M. ROSE GRAD. POLAR

HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% Blue Light Protection • 4 Base Melanin Infused CR39 Lens • 4 Base Medical Grade Stainless Steel Eye-Wire • 3 Barrel Custom Mono-Block Hinge • UNIQUE PACKAGING STORY 22

23


LIFESTYLE

24

25


BLACK TOP Nº EE12801020 MATTE BLACK - M. GREY Available in + COATINGS AND Polarized Level I

Nº EE12810639 TORTOISE SHELL - M. BRONZE Available in + COATINGS AND Polarized Level I

Nº EE12850120 MOD WARM RED - M. GREY Available in + COATINGS

Nº EE12850220 MOD WHITE - M. GREY

Big on first impression, perfect on fit and comfort, the Black Top was designed with urban methodology in mind. Linear design elements and boxy accents emphasize this modern design. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% BLUE LIGHT Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • LIFESTYLE PACKAGING STORY

26

27


SWINGARM Nº EE12901020 MATTE BLACK - M. GREY Available in Polarized Level I

Nº EE12951120 CRIMSON - M. GREY

Nº EE12950320 GREEN BOTTLE - M. GREY

Nº EE12950420 SEA GLASS - M. GREY

The Swingarm is a tactical frame featuring a custom designed and engineered mold injected hinge system. Designed with a purpose, this frame boasts a unique m o l d i n jecte d bra n d I D, s ati n s u r face f i n i s h a n d uncompromised lens technology offered at a marketleading competitive price. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% Blue light Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • Internal tactical Hinge system • Unique mold injected logo • LIFESTYLE PACKAGING STORY 28

29


WATTS

Nº EE11901020 MATTE BLACK - M. GREY Available in + COATINGS

Nº EE11901620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE11910639 TORTOISE SHELL - M. BRONZE Available in + COATINGS AND Polarized Level I

Nº EE11901062 MATTE BLACK - M. GREY - BLUE CHROME

Nº EE11949920 BLUE JUNGLE - M. GREY Available in + COATINGS

Nº EE11950520 MOD AMBER - M. GREY

The Watts pays a progressive homage to the iconic statement pieces of the 60’s. Subtle angularity and clean contours make this frame a standout statement from the streets of SoHo to the sands of Santa Monica. Italian craftsmanship, Melanin infused polycarbonate lenses, and timeless appeal give the Watts a modernized perspective. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% BLUE LIGHT Protection

Nº EE11950220 MOD WHITE - M. GREY

• 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • LIFESTYLE PACKAGING STORY

30

31


ENCELIA Nº EE12001620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE12010639 TORTOISE SHELL - M. BRONZE

Nº EE12047645 MINT BROWN FADE - BROWN GRADIENT

Nº EE12050620 WARM RED - M. GREY

Elegant and sophisticated, the Encelia draws inspiration from the fashion and freedom of the 1970s. From the streets of Haight-Ashbury to the stunning sunsets of California’s high desert, the Encelia’s smooth sculptural lines and unique colors make this frame the perfect accessory. Italian craftsmanship, Melanin infused polycarbonate lenses and a lightweight, oversized silhouette, create a look that is both classic and contemporary. HAND CRAFTED IN ITALY Nº EE12050720 MOD TRANSISTOR GREEN - M. GREY

• Size Category 4 • Female Specific Design • Available in Polarized Level I • 100% UV Protection • 98% BLUE LIGHT Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • LIFESTYLE PACKAGING STORY

32

33


RIP ROCK

With its elegant, Italian-made curves and retro hinge

Nº EE11401620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE11410639 TORTOISE SHELL - M. BRONZE Available in Polarized Level I

Nº EE11448848 BLACK EYED TORT - M. BRONZE - BI MIRROR CHROME

Nº EE11403020 GLOSS WHITE - M. GREY

Nº EE11450920 AMBER - M. GREY

Nº EE11450620 WARM RED - M. GREY

design, this thin AND sophisticated unisex frame makes a uniquely modern statement on style. Combining the clean, vintage aesthetic with updated comfort AND fit, the Rip Rock is much more than just a good look. It’s a must-see. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% BLUE LIGHT Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • LIFESTYLE PACKAGING STORY

34

35


KNOXVILLE UNION

While many choose to look back, we continue pushing

Nº EE11501620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE11501020 MATTE BLACK - M. GREY

Nº EE11547139 VINTAGE TORT - M. BRONZE Available in Polarized Level I

Nº EE11549620 MOD CRIMSON - M. GREY

forward. A wire rim lens topped by the sharp details of the Knoxville frame, create a perfect union of form, function, and style resulting in a balanced design that is clearly ahead of its time. Italian craftsmanship and polarized lens options add substance to the unquestionable appeal of this new modern classic. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Level I • 100% UV Protection • 98% Blue Light Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 3 Barrel Hinge • Stainless Steel Monel Eye Wire • LIFESTYLE PACKAGING STORY

36

37


KNOXVILLE XL

Can you have too much of a good thing? We think not. That was the thinking that guided the design of the Knoxville XL.

Nº EE11201020 MATTE BLACK - M. GREY Available in Polarized Level I

Nº EE11201620 GLOSS BLACK - M. GREY Available in + COATINGS AND Polarized Level I

Nº EE11201665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE11210639 TORTOISE SHELL - M. BRONZE Available in + COATINGS AND Polarized Level I

Nº EE11210666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE11248848 BLACK EYED TORT - M. BRONZE - BI MIRROR CHROME

Nº EE11249920 BLUE JUNGLE - M. GREY Available in + COATINGS

Nº EE11249621 MOD CRIMSON - M. GREY - SILVER CHROME

Nº EE11250121 MOD WARM RED - M. GREY - SILVER CHROME

With the rock-solid aesthetics of the original Knoxville intact, we’ve SCALED-UP the sizing to create a frame that offers more coverage and a larger look while maintaining clean, classic lines and uncompromised fit. HAND CRAFTED IN ITALY • Size Category 4 • Unisex Design • Available in Polarized Levels I & II • 100% UV Protection • 98% Blue Light Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame

Nº EE11250020 INDIGO - M. GREY

• 3 Barrel Hinge • LIFESTYLE PACKAGING STORY

38

39


KNOXVILLE

Nº EE09001020 MATTE BLACK - M. GREY Available in Polarized Level I

Nº EE09001620 GLOSS BLACK - M. GREY Available in Polarized Level I-III [GLASS]

Nº EE09001665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE09010639 TORTOISE SHELL - M. BRONZE Available in Polarized Level I

Nº EE09010666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE09001662 GLOSS BLACK - M. GREY - BLUE CHROME

Nº EE09048848 BLACK EYED TORT - M. BRONZE - BI MIRROR CHROME

Nº EE09049920 BLUE JUNGLE - M. GREY

Nº EE09003020 GLOSS WHITE - M. GREY

Nº EE09051221 TRANSISTOR GREEN - M. GREY - SILVER CHROME

Nº EE09050520 MOD AMBER - M. GREY

Nº EE09050121 MOD WARM RED - M. GREY - SILVER CHROME

Few things are truly classic. That being said, the Knoxville wasn’t born “classic”, he was raised right. Born and bred with hard lines, timeless design traits and Italian quality, think of it like this: Where did our bestselling Hardknox grow up? That’s right, Knoxville. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized Levels I, II & III • 100% UV Protection • 98% Blue Light Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 3 Barrel Hinge • LIFESTYLE PACKAGING STORY

40

41


ACTIVE

42

43


BACKBONE

Nº EE12701020 MATTE BLACK - M. GREY Available in Polarized Level I

Nº EE12701620 GLOSS BLACK - M. GREY Available in + COATINGS AND Polarized Level I

Nº EE12701665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE12710639 TORTOISE SHELL - M. BRONZE Available in + COATINGS AND Polarized Level I

Nº EE12710666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE12750020 INDIGO - M. GREY

Built for the all-terrain enthusiast, the Backbone features up-scaled sizing offering increased coverage in a larger frame. Bold sweeping arms and a lightweight technical temple design combine to create a stylized active wraparound frame. HAND CRAFTED IN ITALY • Size Category 3 • Unisex Design • Available in Polarized LevelS I & II • 100% UV Protection • 98% Blue light Protection

Nº EE12746320 MATTE BLACK TORT - M. GREY Available in + COATINGS

• 8 Base Melanin Infused Polycarbonate Lens • 8 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • ACTIVE PACKAGING STORY 44

45


SIXER

Built

for

outdoor

action,

the

full-coverage

Nº EE11801020 MATTE BLACK - M. GREY

Nº EE11801620 GLOSS BLACK - M. GREY Available in Polarized Level I & III [GLASS]

Nº EE11801665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE11810639 TORTOISE SHELL - M. BRONZE Available in Polarized Level I

Nº EE11810666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE11848848 BLACK EYED TORT - M. BRONZE - BI MIRROR CHROME

Nº EE11849920 BLUE JUNGLE - M. GREY

Nº EE11851120 CRIMSON - M. GREY

Sixer

combines smooth lines with bold angles, to create a frame that is both progressive and practical. Backcountry excursions, fishing, or cracking cold ones back at camp, the Sixer will continue to compliment an active lifestyle. Italian craftsmanship, Melanin infused polycarbonate lenses and polarization options combine to make this functional frame the complete package. HAND CRAFTED IN ITALY • Size Category 3 • Available in Polarized LEVELS I, II, & III • 100% UV Protection • 98% BLUE LIGHT Protection • 6 Base Melanin Infused Polycarbonate Lens • 6 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • ACTIVE PACKAGING STORY 46

47


TECH ONE

From the beach to the boat and beyond, outdoor action requires serious shades that offer unquestionable protection,

comfort,

and

coverage.

The

Tech

Nº EE11601020 MATTE BLACK - M. GREY

Nº EE11601620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE11601665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE11610639 TORTOISE SHELL - M. BRONZE Available in Polarized Level I

Nº EE11648820 BLACK EYED TORT - M. GREY

Nº EE11651020 SLATE GREY - M. GREY

One

was purpose-built for those all day adventures. The re-engineered wraparound design, with its smooth, angular features provides crucial glare reduction in sun, snow, and surf alike. Truly a sport-specific frame, the design of Tech One also allows for a perfect fit with a hat or helmet. HAND CRAFTED IN ITALY • Size Category 2 • Unisex Design • Available in Polarized Levels I & II • 100% UV Protection

Nº EE11650020 INDIGO - M. GREY

• 98 % Blue Light Protection • 8 Base Polycarbonate Lens • 8 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • ACTIVE PACKAGING STORY 48

49


CHARGE

Nº EE04101020 MATTE BLACK - M. GREY

Nº EE04101620 GLOSS BLACK - M. GREY AVAILABLE IN POLARIZED LEVELS I & III [GLASS]

Nº EE04101665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE04110639 TORTOISE SHELL - M. BRONZE Available in Polarized Level I

Nº EE04110666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE04148820 BLACK EYED TORT - M. GREY

Nº EE04150020 INDIGO - M. GREY

Nº EE04149620 MOD CRIMSON - M. GREY

Sometimes going into social situations is scary, especially if your face is naked and the fear in your eyes is visible. But when the time comes to make your entrance, there’s only one thing to do... CHARGE! Classic styling, wrap fit, great for any face-these are the no nonsense, no bullsh*t, universal shades that will make any entrance you make amazing. HAND CRAFTED IN ITALY • Size Category 2 • Available in Polarized Levels I, II & III • 100% UV Protection • 98% Blue Light Protection • 8 Base Melanin Infused Polycarbonate Lens • 8 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • ACTIVE PACKAGING STORY

50

51


CHARGE XL

Admit it, size does matter. That’s why we went in for an

Nº EE10401020 MATTE BLACK - M. GREY

Nº EE10401620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE10401665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE10410639 TORTOISE SHELL - M. BRONZE Available in Polarized Level I

Nº EE10410666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE10448820 BLACK EYED TORT - M. GREY

Nº EE10450020 INDIGO - M. GREY

Nº EE10449620 MOD CRIMSON - M. GREY

enlargement and produced the Charge XL. Don’t get all weirded out, we’re talking about sunglasses here. Seriously though, you’ll be shocked at the increased coverage this all new Italian-made frame delivers. Raked and wrapped to provide super-sized sun protection from the beach chair to the driver’s seat. The Charge XL is also available with two options of Electric’s proven, premium polarized lenses. Like the Charge, but extra-large. HAND CRAFTED IN ITALY • Size Category 3 • Available in Polarized LevelS I & II • 100% UV Protection • 98% Blue Light Protection • 8 Base Melanin Infused Polycarbonate Lens • 8 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • ACTIVE PACKAGING STORY

52

53


BIG BEAT Nº EE10101020 MATTE BLACK - M. GREY

Nº EE10101620 GLOSS BLACK - M. GREY Available in Polarized Level I

Nº EE10101665 GLOSS BLACK - M. GREY - BLUE CHROME Polarized Level II

Nº EE10110639 TORTOISE SHELL - M. GREY Available in Polarized Level I

Nº EE10110666 TORTOISE SHELL - M. BRONZE - BRONZE CHROME Polarized Level II

Nº EE10146320 MATTE BLACK TORT - M. GREY

Born of blues roots red-hot as the Texas plains, the Big Beat is just what the doctor ordered for cooling down the summer sizzle. Rocking a full-coverage, over-sized wraparound design and chrome logo details, this big, AND bold Italian-made frame will keep you incognito from the beachbreak to the backstage door. Available in Electric’s proven, glare-killing, premium polarized lenses. March to your own “Big Beat” this summer. HAND CRAFTED IN ITALY • Size Category 4 • Available in Polarized Levels I & II • 100% UV Protection • 98% Blue Light Protection • 8 Base Melanin Infused Polycarbonate Lens • 8 Base Mold Injected Grilamid Frame • 5 Barrel Hinge • ACTIVE PACKAGING STORY

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55


PREMIUM

ACTIVE

REPRISE

BACKBONE

Nº EE12401001 MATTE BLACK CR39 M. GREY

Nº EE12401601 GLOSS BLACK - CR39 M. GREY Available in Polarized

Nº EE12410602 TORTOISE SHELL CR39 M. BRONZE

Nº EE12448501 INDIA CR39 M. GREY

Nº EE12448301 PATINA CR39 M. GREY

Nº EE12301601 GLOSS BLACK - CR39 M. GREY Available in Polarized

Nº EE12310602 TORTOISE SHELL CR39 M. BRONZE

Nº EE12348401 DARK SEAS CR39 M. GREY

Nº EE12348002 DUSK CR39 M. BRONZE

Nº EE11801020 MATTE BLACK M. GREY

Nº EE12347901 RED SEAS CR39 M. GREY

Nº EE12609721 PLATINUM M. GREY - SILVER CHROME

Nº EE12645020 BLACK M. GREY

Nº EE12609839 GOLD M. BRONZE Available in Polarized

Nº EE12609742 PLATINUM M. GREY - POLARIZED

Nº EE12201601 GLOSS BLACK - CR39 M. GREY Available in Polarized

Nº EE12210602 TORTOISE SHELL CR39 M. BRONZE

Nº EE12248301 PATINA CR39 M. GREY

Nº EE12249301 EMERALD TORT CR39 M. GREY

Nº EE04101020 MATTE BLACK M. GREY

Nº EE12249402 AMERICANO CR39 M. BRONZE

Nº EE11810639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE11810666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

Nº EE11848848 BLACK EYED TORT M. BRONZE/BI MIRROR CHR.

Nº EE11849920 BLUE JUNGLE M. GREY

Nº EE11601665 GLOSS BLACK - M. GREY/ BLUE CHR. Polarized level II

Nº EE11610639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE11648820 BLACK EYED TORT M. GREY

Nº EE11651020 SLATE M. GREY

Nº EE11650020 INDIGO M. GREY

Nº EE04101620 Nº EE04101665 GLOSS BLACK - M. GREY GLOSS BLACK - M. GREY/ Polarized Level I-III [GLASS] BLUE CHR. Polarized level II

Nº EE04110639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE04110666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

Nº EE04148820 BLACK EYED TORT M. GREY

Nº EE04150020 INDIGO M. GREY

Nº EE04149620 MOD CRIMSON M. GREY

Nº EE10401620 Nº EE10401665 GLOSS BLACK - M. GREY GLOSS BLACK - M. GREY/ Polarized Level I-III [GLASS] BLUE CHR. Polarized level II

Nº EE10410639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE10410666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

Nº EE10448820 BLACK EYED TORT M. GREY

Nº EE10450020 INDIGO M. GREY

Nº EE10449620 MOD CRIMSON M. GREY

Nº EE10101620 Nº EE10101665 GLOSS BLACK - M. GREY GLOSS BLACK - M. GREY/ Polarized Level I-III [GLASS] BLUE CHR. Polarized level II

Nº EE10110639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE10110666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

Nº EE10146320 MATTE BLACK TORT M. GREY

Nº EE11851120 CRIMSON M. GREY

Nº EE11601620 GLOSS BLACK - M. GREY Available in PolarizeD

CHARGE XL

Nº EE12101601 GLOSS BLACK - CR39 M. GREY Available in Polarized

Nº EE12110602 TORTOISE SHELL CR39 M. BRONZE

Nº EE12148201 MAASAI CR39 M. GREY

Nº EE12149502 TOBACCO TORT CR39 M. BRONZE

Nº EE10401020 MATTE BLACK M. GREY

Nº EE12149701 NAPALI CR39 M. GREY

BIG BEAT

AV1

56

Nº EE12746320 MATTE BLACK TORT M. GREY

CHARGE

DETROIT XL

Nº EE12509721 PLATINUM M. GREY - SILVER CHROME

Nº EE12750020 INDIGO M. GREY

Nº EE11601020 MATTE BLACK M. GREY

HARDKNOX

Nº EE12101001 MATTE BLACK CR39 M. GREY

Nº EE11801620 Nº EE11801665 GLOSS BLACK - M. GREY GLOSS BLACK - M. GREY/ Polarized Level I-III [GLASS] BLUE CHR. Polarized level II

Nº EE12710666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

TECH ONE

AV2

Nº EE12201001 MATTE BLACK CR39 M. GREY

Nº EE12710639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE12701620 GLOSS BLACK - M. GREY Available in PolarizeD

SIXER

40FIVE Nº EE12301001 MATTE BLACK CR39 M. GREY

Nº EE12701665 GLOSS BLACK - M. GREY/ BLUE CHR. Polarized level II

Nº EE12701020 MATTE BLACK - M. GREY Available in Polarized

Nº EE12448602 SAHARA CR39 M. BRONZE

Nº EE12545020 BLACK M. GREY

Nº EE12509839 GOLD M. BRONZE Available in Polarized

Nº EE12509742 PLATINUM M. GREY - POLARIZED

Nº EE11109721 PLATINUM M. GREY - SILVER CHROME

Nº EE11145020 BLACK M. GREY

Nº EE11109839 GOLD M. BRONZE Available in Polarized

Nº EE11109742 PLATINUM M. GREY - POLARIZED

Nº EE10101020 MATTE BLACK M. GREY

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LIFESTYLE RIP ROCK

BLACK TOP Nº EE12801020 MATTE BLACK - M. GREY Available in Polarized

Nº EE12810639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE12850120 MOD WARM RED M. GREY

Nº EE11401620 GLOSS BLACK - M. GREY Available in Polarized

Nº EE12850220 MOD WHITE M. GREY

Nº EE12951120 CRIMSON M. GREY

Nº EE12950320 GREEN BOTTLE M. GREY

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Nº EE11403020 GLOSS WHITE M. GREY

Nº EE11450920 AMBER M. GREY

Nº EE11450620 WARM RED M. GREY

Nº EE11547139 VINTAGE TORT - M. BRONZE Available in Polarized

Nº EE11549620 MOD CRIMSON M. GREY

Nº EE11201665 GLOSS BLACK - M. GREY/ BLUE CHR. Polarized level II

Nº EE11210639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE11210666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

Nº EE11248848 BLACK EYED TORT M. BRONZE/BI MIRROR CHR.

Nº EE09001665 Nº EE09010639 GLOSS BLACK - M. GREY/ TORTOISE SHELL - M. BRONZE BLUE CHR. Polarized level II Available in Polarized

Nº EE09010666 TORTOISE SHELL - M. BRONZE/ BRZ. CHR. Polarized level II

Nº EE09001662 GLOSS BLACK M. GREY/BLUE CHROME

KNOXVILLE XL Nº EE11901620 GLOSS BLACK - M. GREY Available in Polarized

Nº EE11910639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE11901062 MATTE BLACK M. GREY/BLUE CHROME

Nº EE11949920 BLUE JUNGLE M.GREY

ENCELIA Nº EE12001620 GLOSS BLACK - M. GREY Available in Polarized

Nº EE11501020 MATTE BLACK - M. GREY

Nº EE11501620 GLOSS BLACK - M. GREY Available in Polarized

Nº EE12950420 SEA GLASS M. GREY

WATTS Nº EE11901020 MATTE BLACK - M. GREY

Nº EE11448848 BLACK EYED TORT M. BRONZE/BI MIRROR CHROME

KNOXVILLE UNION

SWINGARM Nº EE12901020 MATTE BLACK - M. GREY Available in Polarized

Nº EE11410639 TORTOISE SHELL - M. BRONZE Available in Polarized

Nº EE11950520 MOD AMBER M. GREY

Nº EE11950220 MOD WHITE M. GREY

Nº EE11201020 MATTE BLACK - M. GREY Available in Polarized

Nº EE11201620 GLOSS BLACK - M. GREY Available in Polarized

Nº EE11249920 BLUE JUNGLE M. GREY

Nº EE11249621 MOD CRIMSON M. GREY/SILVER CHROME

Nº EE11250121 MOD WARM RED M. GREY/SILVER CHROME

Nº EE11250020 INDIGO M. GREY

Nº EE09048848 BLACK EYED TORT M. BRONZE/BI MIRROR CHR.

Nº EE09049920 BLUE JUNGLE M. GREY

Nº EE09003020 GLOSS WHITE M. GREY

Nº EE09051221 TRANSISTOR GREEN M. GREY/SILVER CHROME

KNOXVILLE Nº EE12010639 TORTOISE SHELL - M. BRONZE

Nº EE12047645 MINT BROWN FADE BROWN GRADIENT

Nº EE12050620 WARM RED M. GREY

Nº EE12050720 MOD TRANSISTOR GREEN M. GREY

Nº EE09001020 MATTE BLACK - M. GREY Available in Polarized

Nº EE09001620 GLOSS BLACK - M. GREY Polarized Level I-III [GLASS]

Nº EE09050520 MOD AMBER M. GREY

Nº EE09050121 MOD WARM RED M. GREY/SILVER CHROME

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UNDERSTANDING BLUE LIGHT AND MELANIN WHAT IS BLUE LIGHT?

WHAT IS MELANIN?

WITHOUT MELANIN LENS FILTRATION

BLUE LIGHT is the most energetic part of the visible light spectrum. Strictly speaking, it should be called “Violet-Blue Light.” It is named “HEV,” for High Energy Visible. Melanin is not a “blue-blocker.” Melanin filters BLUE (HEV) rays in proportion to their harmfulness and therefore, preserves the color perception. BLUE LIGHT is very present when the sky is clear, in the mountains, on the sea, and around mid day. Blue light is also emitted by many artificial light sources as well as by direct sunlight.

Melanin is a natural pigment which is found throughout the human body. Melanin is the pigment that gives hair and brown eyes their color, and skin its suntan. Its role is to protect us against sunlight damage by filtering UV and Blue light. Melanin is the best natural defense against the harmful effects of the sun. MELANIN = PROTECTION

• INCREASED EXPOSURE TO HARMFUL BLUE LIGHT which has been linked to retinal damage and crows feet.

BLUE LIGHT: A DANGER FOR THE RETINA

Tints, which filter blue light, may distort colors. Unlike “Blue-Blockers” which totally stop blue light, and alter color perception, ELECTRIC MELANIN lenses filter blue light in proportion to its harmfulness. ELECTRIC MELANIN lenses maintain the perception of natural colors.

Though UV are the most harmful rays, they do not reach - or hardly reach the retina. On the other hand, blue rays radiate the retina all day long. Recent scientific studies have revealed that such rays could damage your retina in the long term. It is essential to protect your eyes against blue light in order to preserve their health and ward the risk of the retina’s premature aging.

THE CUMULATIVE EFFECT OF BLUE LIGHT BLUE LIGHT has a cumulative effect on the retina. From childhood, the eye will be protected from blue light thanks to a powerful self defense process. At the same time, this process will be less efficient over time and it will make the retina more sensitive to blue light. Cellular remnants (lipofuscin) will accumulate in the pigment epithelium (in the retina). Lipofuscin will absorb blue light and generate free radicals, which will lead to a slow degradation of the photoreceptor. These cumulative damages are likely to be responsible for retinal diseases such as AMD (Age-related Macular Degeneration).

WHAT IS AMD? AMD is a degenerative disease of the eye. It comes when the very delicate cells of the macula, that is to say the visual centre of the retina, are being damaged. The people suffering from this disease cannot focus properly in the very centre of their field OF vision: the essential area to read, drive, watch television, recognize faces, ETC. AMD has become the first cause of blindness in industrialized countries. It affects now from 13 to 15 million American people and more than 25 million people in the world. Because of the ageing population a high increase of the cases is very likely.

• DECREASED VISUAL CLARITY • EYE STRAIN

NATURAL COLOR PERCEPTION

ENHANCE CONTRAST AND SEE CLEARER Blue light is the very part of the visible light which is most scattered within intra-ocular media (inside the eye) resulting in the creation of a veiling glare. Because of the eye’s longitudinal chromatic aberration, blue light focuses in front of the retina (causing visual haze). by filtering this blue light, you in turn eliminate this veiling glare / haze and actually see a clearer more crisp image.

PRESERVE YOUR VISUAL HEALTH ELECTRIC lenses with melanin protect your retina, but also the delicate skin around your eyes which is thin and very sensitive to premature wrinkling caused by the sun, (Crows Feet). Choosing ELECTRIC MELANIN means that you keep the healthy resources of your eyes in the long run... and still take advantage of the sun all year long.

W I T H M E L A N I N L E N S F I LT R AT I O N • 98% PROTECTION AGAINST HARMFUL BLUE LIGHT helping preserve your visual health. • ENHANCED VISUAL CLARITY • TRUE COLOR PERCEPTION, RELAXED FEELING OF THE EYE

IN SUMMARY - Synthetic version that filters 100% uv and 98% blue light - Sunscreen for your eyes - Spf 140 protection for skin around the eyes protecting against aging lines, “crows feet” - Improves clarity and maintains natural color perception - Prolongs retinal health - Added protection beyond UV filtration

(1) Cellular Renewal, yellow pigments layer (for example lutein) protecting the photoreceptors, and the presence, at RPE level, of antioxidants and melanin, as well as some vitamins (C and E). (2) At 40 years-old, we have already lost some 20% of our initial retinal melanin and at 65 years-old, some 50%. (3) Margrain T.H., Boulton M., Marshall J., Sliney D.H. Do blue light filters confer protection against age-related macular degeneration? Progress in Retinal and Eye Research 23 (2004) 523-531. 60

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ELECTRIC PREMIUM POLARIZED LENSES

H I G H P E R F O R M A N C E L E N S C O AT I N G S

Electric’s Polarized lenses ELIMINATE 99.9% OF GLARE, offer 100% UV protection, PROVIDE TRUE COLOR PERCEPTION, high color contrasT and u tili z e t h e s u p eri o r g lare re d u cti o n f u ele d w it h t h e f i n e st d e g ree o f cra f t s m a n s h i p. NO G I MM I C K S, NO D I STO RT I ON, NO G L A R E.

LEVEL I

LEVEL II

LEVEL III

Electric’s Level I Polycarbonate Polarized Lens comes standard with Synthetic Melanin, providing the following benefits: Premium glare reduction, (Relaxed eye feeling), true color perception, and scratch resistance.

Electric’s Level II Polycarbonate Polarized Lens combines the world class Level I lens, with the addition of Flash Mirror, Anti-Reflection, hydrophobic and Oleophobic performance lens coatings.

Electric’s level III hand polished mineral glass polarized lens represents the benchmark for quality, performance, visual clarity, and color brilliance. Anti-reflection coating is also featured.

WITH

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WITH

WITHOUT

A N T I R E F L E C T I V E C O AT I N G

F L A S H M I R R O R C OAT I N G

I N J E C T E D P O L A R I Z E D F I LT E R

Anti-reflective coating eliminates glare from light reflecting into your eyes from the back surface of the lenses. The visual benefits also include sharper vision and heightened contrast. Available in level II & III and select sku’s.

Mirror coatings decrease the amount of light that passes through the lens which improves glare reduction and heightens contrast. This is a great option for use in high solar settings. Available in level II polar as well as select sku’s.

Electric level I & II polarized lenses feature mold injected polarized lenses. This ensures total fusion resulting in maximum quality and performance. Lower quality lenses are created by sandwiching and gluing the polarized film between two lenses. This results in distortion and decreased clarity.

WITH

WHEN LIGHT IS REFLECTED OFF A SURFACE, IT BECOMES CONDENSED WHICH CREATES GLARE. ELECTRIC’S PREMIUM POLARIZED LENSES BLOCK 99.9% OF GLARE WHILE ALLOWING 100% OF THE TRUE, NATURAL VIVID LIGHT TO PASS THROUGH. THE RESULT IS VIVID, CRISP CLEAR, GLARE FREE VISION.

WITHOUT

WITHOUT

WITH

WITHOUT

WITH

WITHOUT

H A R D C OATI N G

O L E O P H O BI C COAT I N G

H Y DRO P H O BI C COAT I N G

No lens is scratch proof however, with our hard coating lens treatment we have effectively reduced the chance of minor scratches by over 65%. Make sure to always keep your frames inside the provided microfiber bag or hard case to further reduce any chance of scratches.

This is a double sided lens treatment that has many benefits. Smudges, oils, dust and debris are repelled from the surface providing a low maintenance lens. Smudges and smears wipe off easily and prevent oils from collecting on your lens. Cleaner lens, better vision. Available on level II polarized and select sku’s.

This is a double sided lens treatment that is ideal for any active/outdoor consumer. This coating comes hand in hand with oleophobic coating keeping your lenses cleaner longer and actually repels water, sweat & condensation. Available on level II polarized and select sku’s. 63


F R A M E M AT E R I A L A N D BA S E C U R V E 6 BASE CURVE

8 BASE CURVE

Base curvature references the curvature of a lens. the curvature of the lens in turn effects the amount of wrap / curve a frame has. the lower the number, the more flat a frame will be.

Base curvature references the curvature of a lens. the curvature of the lens in turn effects the amount of wrap / curve a frame has. The higher the number, the more wrap / curve a frame will have. 8 base frames are more wrapped & are ideal for active settings.

GRYLAMID FRAME

High tensile strength and heat resistant grylamid retains shape for optimal fit. This material is extremely impact resistant while still being flexible, light weight and durable. 64

ACETATE FRAME

ELECTRIC exclusively uses mazzuccelli raw acetate for all of our hand made Italian acetate frames. This material is aesthetically pleasing, ideal for custom fitting & pliable when heated.

E L E C T R I C P R E M I U M L E N S M AT E R I A L S MELANIN - POLYCARBONATE

MELANIN - CR39

HAND POLISHED MINERAL GLASS

ELECTRIC exclusively uses Bayer® brand Makrolon® raw polycarbonate material. All of our polycarbonate lenses are infused with health preserving melanin. This premium polycarbonate material is extremely light weight, has excellent visual clarity and definition, provides 100% UV and 98% Blue light protection and boasts superior impact resistance.

ELECTRIC is proud to offer, melanin infused CR-39 lenses. An industry first that we have developed, exclusively with our lens supplier. CR-39 monomer lenses combine the optical clarity of glass with the durability of a thermoset material. CR-39 lenses stand up to scratches, are light weight and are featured in all of our acetate frames and select wire frames.

ELECTRIC’S glass lenses offer superior optical clarity, are the most scratch-resistant and have been manufactured as light weight as possible. These lenses are under 2mm thick and have been treated for increased impact resistance. These lenses are featured in all of our level III polarized frames.

WIRE FRAME

Each of ELECTRIC’S wire frames utilize a high quality surgical grade stainless steel. This material is non corrosive, hypo allergenic, lightweight and durable.

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D I S P L AY L A N G U A G E

PA C K A G I N G

XL DISPLAY CASE

STREAM LINE DISPLAY CASE

LED LIGHTING ON/OFF SWITCH WALNUT W/ TOUNGE OIL CANVAS/CORK BACKER GLASS SHELVING CAST BADGING SWIVEL WHEELS LOCKING BACKSTOCK

LED LIGHTING ON/OFF SWITCH WALNUT W/ TOUNGE OIL CANVAS/CORK BACKER GLASS SHELVING CAST BADGING SWIVEL WHEELS LOCKING BACKSTOCK

PREMIUM PACKAGING

ACTIVE / LIFESTYLE PACKAGING

-

-

HAND STITCHED H A R D C A S E MICROFIBER CLEANING CLOTH FREE STICKER SUNG L A SS B OX WARRANTY INFO

LIFETIME WARRA N TY 66

MICROFIBER BAG FREE STICKER SUNGLASS BOX WARRANTY INFO

Electric offers a lifetime warranty against manufacturer’s defect in material and workmanship with proof of purchase. FOR FULL WARRANTY INFORMATION VISIT, WWW.ELECTRICCALIFORNIA.COM

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W W W. E L E CT R I CCA L I FO R N I A . CO M 72


2014 sunglasses