From leather motorcycle jackets, bangles, and trinkets to gleaming fronts, the Baker crew has a look all its own. To complement their flamboyant fashion styles, Baker teamriders Erik Ellington and Jim Greco with help from Terry Kennedy and Andrew Reynolds are launching an eyewear company set to debut Spring 2007.
According to Ellington and Greco, many current optics manufacturers appeal to a broader audience with a heavy focus on the surf market. Brigada will be geared toward the skate market and will have an urban edge to the line. “We wanted glasses that we think are cool, what we would wear,” says Ellington.
Instead of finding an investor, Brigada is being funded out of the back pockets of Ellington and Greco—giving them full control over every aspect of the brand. “We have complete control, which is the scary part,” says Ellington. “We all have experience riding for other companies where you sometimes wonder, ‘What if I could do it my way?’ It’s rewarding to have choices and to be able to make the decisions.”
The brand is currently headquartered in a spare bedroom in Greco’s Hollywood Hills home—which is serving as the business hub for the brand including distribution until the project expands. To find design inspiration, the crew scoured more than 100 thrift shops looking for oversized, 80s-vintage pieces. In one downtown store, the crew ran into designers from high-end, fashion-optics brand Oliver Peoples, who were looking for inspiration on the same racks.
Not wanting to substitute function for fashion, Brigada shades feature handmade acetate frames on most styles. Each of the owners has a pro model or two of their own. Ellington’s model is composed of oversized plastic aviators, which he and Greco designed with flathead screws lining the rims. Retail pricing will range from 50 to more than 100 dollars for flashy styles.
Ellington says an ad campaign is in the works for endemic skateboard magazines. Currently, the brand’s product-distribution strategy is strictly aimed at the ’core-level skate shops. “At first, we’re planning to only open 120 to 150 skate shops,” says Ellington. “All the people we’ve known throughout our careers—including past and current sponsors—have been so helpful with this project.”
Greco adds that the project has been a lesson in business partnerships. “This is a big learning experience, and everyone plays such a vital part in the creation of this thing. It’s like Voltron—we are all interdependent upon each other,” says Greco.
They seek him here, they seek him there,
His clothes are black, but never square.
It will make or break him, so he’s got to buy the best,
cause he’s a dedicated follower of fashion.
And when he does, his little rounds,
‘round the skateshops of his town,
Eagerly pursuing all the latest fads and trends,
cause he’s a dedicated follower of fashion.
Oh yes he is (oh yes he is), oh yes he is (oh yes he is).
He thinks he is a skater to be looked at,
And when he pulls his rhinestone rimmed glasses on,
He feels a dedicated follower of fashion.
Oh yes he is (oh yes he is), oh yes he is (oh yes he is).
Theres one thing that he loves, and that is flattery.
One week he’s in Etnies, the next week in DC.
‘cause he’s a dedicated follower of fashion.
They seek him here, they seek him there,
He wears black socks, boxer underware,
Everywhere the gnar-core army marches on,
Each one an dedicated follower of fashion.
Oh yes he is (oh yes he is), oh yes he is (oh yes he is).
His world is built round attitude and allegiance.
This rail-grinding individual always looks the part
‘cause he’s a dedicated follower of fashion.
Oh yes he is (oh yes he is), oh yes he is (oh yes he is).
He skates from shop to shop just like a butterfly.
In matters of the cloth he is as fickle as can be,
‘cause he’s a dedicated follower of fashion.
Hes a dedicated follower of fashion.
Hes a dedicated follower of fashion.
Apologies to the Davies...
__________________ Relax, Don't Worry, Ride Your Longboard.
i confess: i´m a fashion whore and a vuarnet skilynx addict:
from top:
002 "cateye" brown (my first and oldest, bought in France during the 80´s)
002 "cateye" black (ebay USA)
006 "surfer" black (ebay Brasil) -- my everyday glasses
4087 "V-model" black (ebay France) -- my "super-villain"-glasses
wheels
seriously though, never seen the point of shades really. just something else to worry about loosing or breaking
That why I only skate in cheapo $5-8 sunglasses that I get from street vendors. St. Marks Place on the LES has a bunch of really good street sunglass vendors.
Now what is it exactly that makes a pair of sunglasses "skate eyewear."?
My opinion on this is durability and CHEAPNESS....I found a $5 pair at walmart and when I found out they worked well I went back and bought 6 more pairs for a grand total of $35. the nice thing is I've lost 1 pair and destroyed another and I still have 5 pairs stashed away
__________________
Quote:
Originally Posted by livefortoday2007
It is almost like racism to seperate street skating and longboards.
i confess: i´m a fashion whore and a vuarnet skilynx addict:
from top
002 "cateye" brown (my first and oldest, bought in France during the 80´s)
002 "cateye" black (ebay USA)
006 "surfer" black (ebay Brasil) -- my everyday glasses
4087 "V-model" black (ebay France) -- my "super-villain"-glasses
Dude...these are really nice...hahahah my father has many of them...and he doesn't even wear them anymore....
New Skate Eyewear company...
