Knockaround, LLC is a sunglasses and style accessories company based in San Diego, California.
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History
The company was founded by Adam 'Ace' Moyer in 2005 while he was attending the University of California, San Diego as a graduate art student. Initially started in Moyer's studio apartment, Knockaround is now headquartered in downtown San Diego.
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Products
Knockaround makes its products available through its website. The company's initial product line consisted of simple, wayfarer-style sunglasses available in eight different colors. Over the next several years, Knockaround added a number of additional models to its lineup, such as higher-quality spring-hinge sunglasses, an aviator-style model, and a model that is 53% plant-based. An ongoing limited edition series introduced in 2010 offers sunglasses in previously unreleased color combinations with themed packaging, produced in limited quantities. The company frequently adds new color choices to its sunglasses lines, and since mid-2011, customers can choose the colors of different components of their sunglasses on the "Custom" section of the website. Knockaround also offers other products such as belts and t-shirts.
In 2015, Knockaround released a new Premium style frame while still keeping the original Premium style frame on the site. These original Premiums were renamed to "Classics".
Marketing and Media
Knockaround products are typically marketed as being both affordable and stylish, and the company's marketing strategy often focuses on art, design, fashion, and personality. Since the company's founding, its visibility in fashion- and style-related media has continuously increased. Knockaround was featured in a Today Show style segment on May 4, 2009, and has appeared in Us Weekly and Complex Magazine. It has also been featured on websites such as DailyCandy, Hypebeast.com, Coolhunting.com, and InStyle online.
Knockaround regularly participates in product collaborations with other companies and designers. Such collaborations include Benny Gold, Jeep, and USA Basketball. In 2012, Knockaround produced a limited edition pair of sunglasses designed by a sixth grader, after choosing his entry as the winner of a design contest sponsored by the company. A portion of the proceeds from the sale of the sunglasses went to funding art supplies at the student's elementary school.
Influence
Celebrities who have been known to wear Knockaround Sunglasses include Snoop Dogg, Jessica Alba, Natalie Portman, Jimmie LeWallen, and Selena Gomez.
As of February 2015, Knockaround has over 380,000 followers on Facebook.
References
Source of the article : Wikipedia
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