COMPANY HISTORY

We've been independently owned and operated since 1982 and work hard to create products for consumers and programs for retailers that exceed that of our competition. Countless years, months, days, and hours have been spent in the Colorado Rockies designing and testing our products to deliver only the finest sunglasses and ski and snowboarding goggles. A culture of passion and independence has given us a meaningful purpose to stand behind and guide our business forward as a north star.

Back to the Beginning

Bill and Tom are partners and old friends who founded this company with the goal to continue the mission of Tom’s father Ken - who started the first specialty sunglasses store in Colorado. 

Ken, “Told us if we worked hard he’d sell the business to us. It was called Shades Of Vail, and eventually, we had six stores in Colorado.” - Tom

Back in 1976, Bill and Tom started selling sunglasses across Colorado out of their cars. After 6 years on the road Ken, “stayed true to his word and Bill and I started designing and importing shades. I’ll never forget selling them out of our old Subarus. I’d go one way, and Bill went the other.”

The formative years of the brand established a deep, meaningful brotherhood between Bill and Tom that extends beyond business. Their partnership and collaboration is woven into the DNA of the brand to it’s very core.

Years of Evolution and Growth - 1990's - Today

Since the 80’s, the brand has come a long way, but some things remain the same. We moved our headquarters to Wheat Ridge, Colorado, and have grown significantly over the years. Yes, our conference room is bigger, but meetings still take place in flip-flops or on a bike. Being independent means more than doing things our own way, we have been a family for 40+ years. The personal touch of our owners is what gives the company a soulful, positive energy.

Bill and Tom

"Becoming a huge company has never been the end goal. Even with all the zillion-dollar mergers and acquisitions in our industry, Tom and I have always had fun. Taking care of people along the way just makes sense.” —Bill

The DNA

Locations on the front range of the Colorado Rockies have changed and different iterations of our logos have come and passed, but we stay true to our roots. We embed the Colorado lifestyle into our business, pairing an active, outdoor spirit with a deep commitment to the planet. Our warehouse is powered by solar panels, and as of 2024, all of our sunglasses are made with Planet Friendly Materials. Our inspiration for the outdoors doesn’t stop at enabling you to get outside looking and feeling your best, we want to protect the planet and offer accessible options for our customers to do the same, so we can walk towards a brighter future together.

Starting to Get It?

We produce affordable, modern shades for the outdoors. Our shades are constructed from high-quality, planet friendly, materials that have been tested by world-class athletes as well as novice athletes, truck drivers, beginner pilots, moms, and absent-minded kids. But most of all, it means that you will not see feel difference between Optic Nerve and other eyewear brands with a much higher price tag while having the confidence that we do our best to protect the planet.

We’re accessible—truly. You can pick up the phone and talk directly with our owners about the organizations we support and why we stand behind them. Seriously. That level of availability has been at the heart of our business since day one. Connecting with the people who wear our gear isn’t just an advantage—it’s the most obvious asset we have. 

Our customers are smarter than most. Yes, it's a bold claim. The savviest buyers and consumers alike know that supporting a company that empowers its employees, strengthens its community, reduces environmental impact, and cares about everyone in the supply chain adds value to the product they are purchasing. Buying our shades is a vote for a small company that cares.