Electric CEO Eric Crane on The Sessions @ SIA

Electric came to life in the 90s as the lifestyle of surfing, skating, shredding local mountains like Big Bear, and listening to music and creating art all came to an intersection in Southern California. It was this free-spirited atmosphere and the attitudes formed from that atmosphere that made Electric what it is today, and created a strong culture around the brand.

“It’s shaped what our brand is all about,” says CEO Electric Crane. “We’re a product of our environment.”

Electric CEO Eric Crane on The Sessions @ SIA

The Electric EGX goggle, featuring its Press Seal lens technology.

Electric takes cues from its roots, but also has a strong focus on product and innovation, explains Crane. For the brand’s snow-specific gear, the technical aspect is really “dialed up” since the product has to perform on the mountain. The brand is launching an update to its EG3 Press Seal technology, which features a 360-degree seal for the goggle frame that allows the lens to snap on, the same way a zip lock bag closes. The EGX is a new cylindrical frame that Electric is introducing with the Press Seal technology for this upcoming season.

Helmets, a fairly new category for the brand, is also growing for Electric. The key, explains Crane, is putting their unique design interpretation on the product, which is a strong crossover between the mountain and a moto-street style. Hear Crane’s whole take on Electric’s collection in the above interview at The Sessions @ SIA.


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