The Unofficial Shopify Podcast Pit Viper: These Shades Print Money
Apr 8, 2025
Chris Garcin, CEO of Pit Viper, shares the wild journey of transforming a quirky idea into a multi-million dollar sunglasses brand. It all began with a broken pair of military surplus shades during a ski trip. The discussion touches on their unconventional marketing tactics, cultivating authentic brand ambassadors, and maintaining a unique identity in a competitive market. Chris highlights the power of humor in their marketing, along with creative promotions that resonate with audiences, showing that sometimes a joke can truly pay off!
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Origin Story
- Pit Viper began when founder Chuck Mumford broke his sunglasses on a ski trip.
- He found replacements at a military surplus store and began bartering them.
Kickstarter Success
- Pit Viper launched a Kickstarter in 2014, raising nearly $40,000 from 500 backers.
- This allowed them to begin manufacturing their own sunglasses.
Brand Personality
- The power of Pit Viper lies in its unique brand persona.
- This personality blends Chris Garcin and Chuck Mumford's irreverent humor and conversational style.