One day “avid runner” Stephen Lease looked in the mirror and had an awakening: He looked like the biggest tool in the world. Lame hat, dorky shades, compression everything, giant arm sleeves, run belt with gels, and a performance diaper. (Okay, the performance diaper is a joke, but everything else is true). "What the f*** am I wearing right now?" he wondered.

After hitting rock bottom, Stephen noticed most runners weren't wearing overpriced high-performance sunglasses. They wore cheap sunnies from petrol stations. There was a huge opportunity for stylish, fun, functional, affordable shades in the running space. This was the seed of goodr! (A pink, flamingo-shaped seed, watered with piña coladas.)

Goodr boils down to that fateful moment Chief Executive Octopus Stephen Lease looked in the mirror. "We sell fun, not eyewear," says Lease. "For $50, we can put a smile on your face. And that is a very powerful thing."

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