Pit Viper isn’t for everyone. And that might be the secret to its success.

It starts with a guy on a ski trip. His sunglasses break. So, naturally, he walks into a military surplus store, finds an old pair of ballistic glasses from the early 90s, and thinks, these are perfect.

Fast forward a few years, and those surplus shades—once traded for beers and ski lifts—have turned into Pit Viper, a brand worth millions.

But here’s the question: how do you build a business that doesn’t just sell sunglasses, but sells attitude? A brand that’s loud, weird, and completely unignorable?

Today on the show: Chris Garcin, CEO of Pit Viper, explains how they took what should have been a joke and turned it into a cult phenomenon.

Links & Resources
🔗 Shop Pit Viper: http://www.pitviper.com
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