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Pit Viper is an American eyewear brand founded in 2012 by Chuck Mumford and Chris Garcin in Salt Lake City, Utah. The company is renowned for its bold, retro-inspired sunglasses designed for durability and high performance, particularly appealing to outdoor enthusiasts and athletes.
Origins and Growth
The inception of Pit Viper stemmed from Mumford's experience with fragile sunglasses during a ski tour in the Tetons. This led him to modify military surplus ballistic sunglasses, which he spray-painted with neon colors and sold under the moniker "Pit Viper"—a nickname he earned while skiing. Partnering with Garcin, they launched an online storefront and utilized social media marketing to promote their products. As demand grew, they initiated a Kickstarter campaign to manufacture their sunglasses in-house. By 2022, the company had expanded to approximately 100 employees and reported annual revenues of around $40 million.
Pit Viper's product range includes a variety of eyewear such as sunglasses, safety glasses, ski/snowboard goggles, and sports visors. Their designs are characterized by a 1980s and 1990s aesthetic, featuring vibrant colors and bold patterns. The brand emphasizes creating "functional, fun-loving gear that is serious about taking things less seriously," aiming to produce eyewear that can withstand rigorous activities.
Marketing and Cultural Impact
The brand's marketing strategy is known for its irreverent and humorous approach, often incorporating absurdist elements and nostalgia. This distinctive style has cultivated a dedicated following among outdoor adventurers, professional athletes, and weekend warriors. Notable figures such as NFL players Patrick Mahomes and Rob Gronkowski, as well as freestyle skier Tanner Hall, have been associated with the brand.
Retail Presence
While Pit Viper began as a direct-to-consumer brand, it has since expanded into over 1,000 retail locations, including specialty shops like Ron Jon Surf Shop and larger chains such as Zumiez. The company also offers a range of apparel and accessories, further solidifying its presence in the lifestyle and sportswear markets.
