Electric is a global, premium, sport and lifestyle accessory brand rooted in southern California’s rich action sports, music, art, and customization culture. Electric’s unrelenting approach to the elevation of style, quality, and function in its products has earned the brand a renowned position. Electric has been rocking since it was founded in 2000 by Kip Arnette and Bruce Beach, and it is defined by its iconic volt logo. The volt is energized by the athletes and personalities who are constantly pushing the performance boundaries in surfing, snowboarding, skiing, skateboarding, and motorsports. Electric products are team inspired and reflect the attitudes and styles of today's youth culture.
Over the last decade, Electric has produced some of the most unique and innovative sunglasses, snow goggles, and accessory designs in the action sports market. In 2006 Electric was awarded “Breakthrough Brand of the Year” by SIMA (Surf Industry Manufacturer’s Association) and in 2009 won the “Accessory Product of the Year.” Electric was acquired by Volcom in January 2008 for its strategic fit in terms of complementary products, marketing, and distribution.
Today, Electric designs and markets an extensive line of sunglasses, snow goggles, backpacks, luggage and accessories through a primarily action sport and sporting good global retail network including the Americas, Europe, Japan, China and Australasia. Since 2011 Electric has been a part of Kering, a worldwide, leading Luxury and Sport & Lifestyle group.
Electric’s global headquarters are located in San Clemente (California), and its regional offices are in Hossegor (France), Byron Bay (Australia), and Auckland (New Zealand).