After 13 years in business, the San Clemente, Calif.-based sunglass and snow-goggle specialist has rethought its logo, merchandise mix and distribution with the support of parent PPR, owner of Volcom Inc., which acquired Electric in 2008. While Volcom is strong in apparel, the changes are meant to underpin Electric’s position as the action sports accessories pillar in PPR’s sport and lifestyle division and catapult its sales.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
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