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Press Releases

Mountain Shades, Inc. Transitions Company To Optic Nerve Eyewear

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Independent Eyewear Maker Announces Corporate Rebrand

Mountain Shades, Inc., the eyewear maker behind Optic Nerve sunglasses and goggles, is rebranding the company as Optic Nerve Eyewear.

The decision to make this transition was one based on the fierce passion that Bill Cotton and Tom Fox have for the company that they have owned and operated for over 30 years.

“We realized it’s time to evolve,” Cotton said. “Doing business as Optic Nerve Eyewear will give us the unified corporate voice and widespread brand platform we need to carry out our mission on a larger scale.”

That mission is to make the world a better place by getting more people outside.

“Passion for the outdoors leads to happier and healthier people who care deeply for the environment,” Cotton explains. “Each individual that gets inspired to get outside, is a building block to a better society.”

The eyewear company currently supports this mission in a variety of ways. An example is the recent partnership with the National Interscholastic Cycling Association (NICA). The league serves a purpose beyond offering just another athletic opportunity to high school students: it gives young people a passion for a sport that allows them to love the outdoors while fostering a desire for environmental preservation. Plus, it’s a sport that young people can continue on with well into adulthood, allowing these passions to perpetuate.

Coinciding with the corporate rebrand is the launch of a new brand, ONE by Optic Nerve.

The refreshing new brand captures the enthusiasm for enjoying the outdoors at a price point accessible to a large consumer demographic. With a tagline of “Optic Nerve for Everyone,” ONE by Optic Nerve will serve as a compliment to the high-performance Optic Nerve brand.

Where Optic Nerve retail prices range from $49 to $129, ONE will be an all polarized line focused on fashion, performance and kids styles with retail prices ranging from $19 to $39.

ONE by Optic Nerve | Product Preview

Outdoor Retail Summer Market 2014 in Salt Lake City will mark both the beginning of the evolution of Mountain Shades to Optic Nerve Eyewear and the launch of ONE by Optic Nerve. Visit Optic Nerve Eyewear at Booth #32059 to learn more.

About Optic Nerve Eyewear

Independently owned and firmly rooted in Colorado for over three decades, Optic Nerve Eyewear is committed to supporting communities worldwide through making performance-driven, price-conscious sunglasses and goggles. Backed by a lifetime guarantee, all styles have 100 percent UVA and UVB protection; lightweight, durable construction, and fashion-conscious styling. Optic Nerve Eyewear is the official eyewear partner of the National Interscholastic Cycling Association and XTERRA, the nation’s premier off-road triathlon and trail running series. To learn more, visit them online at

Media Contact

Mae Harris