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Introducing Sikk Shades®: The New Standard in Performance Eyewear
Flash Electric™ Lens Technology Outperforms Polarized, Gives Athletes Clearer Vision and Better Depth Perception; Perfectly Balanced Frame Offers Better Fit and Embedded Non-Slip Nose Grip for All Day Wear

(Houston, TX—February 24, 2015) Sikk Shades® – a new line of performance eyewear for the action sports market – officially launches today. Developed by former Pro BMX Rider Eddie Bauer Jr, along with some of the industry’s top eyewear designers, Sikk Shades’ flagship frames, the Huckleberry (starting at $79.99) and Qualifier (starting at $119.99) are now available online and in select retailers nationwide. Created specifically for athletes and designed to withstand harsh weather and extreme conditions, Sikk Shades offers clearer vision and better depth perception than traditional polarized glasses as well as a better fit and non-slip, embedded nose grip for all day wear and comfort.

Sikk Shades’® lenses utilize Flash Electric™ technology, which blocks short-wave light – the harmful light that leads to eye damage – and allows ample amounts of long-wave light in. This allows the wearer to avoid the distortion and depth perception issues common in most polarized lenses, while providing clear and unobstructed vision, a huge advantage if you’re on the track, catching a wave or hitting the slopes.

Each pair of Sikk Shades® features a non-slip nose grip embedded into the frame, keeping the glasses securely in place while athletes sweat, experience extreme weather and manage harsh terrain. The durable frames are made by one of Italy’s most respected, independent eyewear manufacturers and are perfectly balanced and weighted to fit better, without the painful pressure points behind the ear – allowing for all day wear and comfort.

“As a former pro BMX/Motorcross racer, I was frustrated by the polarized sunglasses I was wearing constantly distorting my vision, giving off that weird prism effect and causing depth perception issues – something that’s particularly problematic when you’re surfing, skating, snowboarding or riding motocross or BMX,” said Eddie Bauer Jr., founder and CEO of Sikk Shades®. “I started doing research to find an alternative to polarized lenses and found the Flash Electric™ technology was the perfect solution. It outperforms polarized in virtually every aspect, providing superior vision while also letting in fewer damaging UV rays. From there, we developed the perfectly weighted and balanced frames, which eliminates the pressure points behind the ears and offers a very comfortable fit. We also embedded the nose grip right into the frame. We’ve had the tested by athletes and have received incredible reviews. We’re excited to launch what we believe will be the new standard in performance eyewear for the action sports industry.”

Sikk Shades® has assembled an impressive roster of up-and-coming athletes from skate, surf, snow, BMX and Motocross to test its flagship frames and to serve as brand ambassadors, including:

Surfers: Paul Pluey, Vanina Walsh
Skateboarders: Daniel Cuervo, Jose Cheese Chevalo
Snow: Ian Kuhn, Phil Smage, Jason Lozzi, Aaron Lozzi and Brandon Heitzenrater.
Olympians: Lucas Mata (Australian bobsled team) and Mirela Rahneva (Olympian skeleton racer for Team Canada)
Motocross Craig Robertson, Austin Politelli and Dylan French
BMX rider Justin Carson (5-time Colorado State Champion)
Auto Racers Austin Ford and Kyle Keenan
Martial Arts Expert Trace Megellas

To learn more about the Sikk Shades Team, visit www.sikkshades.com.

About Sikk Shades®
Sikk Shades® is the new standard in performance eyewear for active lifestyles. After three years of research and development, Sikk Shades’ flagship frames, Huckleberry and Qualifier, offer action sports enthusiasts a fresh look while outperforming traditional polarized lenses. Founded by Eddie Bauer Jr. and tested by up-and-coming amateur and professional athletes, Sikk Shades utilize Flash Electric™ technology, which blocks harmful UV rays while avoiding the distortion and depth perception issues common in most polarized lenses. The perfectly balanced, Italian-made frames eliminate pressure points behind the ears for a better fit and all day wear and comfort. The non-slip nose grip is embedded right into the frame, keeping glasses firmly in place even in harsh conditions. For more information, visit www.sikkshades.com or follow the brand on Facebook, Twitter and Instagram.