Goodr

goodr was founded in Los Angeles in March 2015 by Stephen Lease and Ben Abell — two runners who looked at the sport sunglasses market and saw a problem. Performance eyewear was expensive, ugly, and took itself far too seriously. Meanwhile, most people at races and parkruns were wearing ordinary fashion sunglasses because they actually liked the look of them. Lease and Abell decided to close that gap: sunglasses built to perform in sport, priced to be genuinely accessible, and designed to look good without the corporate seriousness that dominated the category.
The first product was six colourways of the OG — a simple, polarised, no-bounce sport frame. Lease and Abell self-funded the initial run of 1,800 units.

They sold out fast. goodr’s growth since has been built almost entirely on word of mouth and an unapologetically irreverent brand voice: every pair of sunglasses gets a name (Flamingos on a Booze Cruise, Whiskey Shots with Satan) and a miniature marketing campaign to go with it. The brand expanded from running into cycling, golf, CrossFit and beyond in 2017, applying the same four principles to every product: fun, fashionable, functional and affordable. goodr is now sold in over 5,000 stores across more than 20 countries, with over 140 employees and a product range that spans multiple frame styles — all still designed in-house in California.