Pete Fox, Rob Dyrdek and Jerome Mage create new sunglass brand

How will you market the brand?

Pete: We are currently in the process of recruiting for the Marketing Director position. That will be a dream job for someone. I mean, working on marketing with Rob Dyrdek - does it get any better than that?

We will definitely get a lot of play from Rob’s projects. Lil Wayne was skating with Rob and took one of our first sunglass prototypes, so you know we will also have key celebrity and athlete placement.

(Email info@IVIvision.com if you are interested in the marketing position.)

What are the price points?

Pete: The initial line will be $120 - $180.

Questions for Jerome Mage - Describe the design aesthetic of IVI. 

Jerome Mage: IVI eyewear design has an iconic quality, combining simple and classic lines with unique features and details. IVI blends Americana toughness with simplicity. Each frame is also very unique in terms of mixed materials and particular surface treatments.

Can you share some details on where you worked before?

Jerome: Through the years, I’ve played a key role in shaping the vision of the action sports market collaborating with key brands such as Burton, Analog, Shift MX, and Spy Optic.

Questions for Rob Dyrdek - Why are you involved in this project?

Rob Dyrdek: I have been trying to develop a sunglass line for the last few years. I was really struggling trying to find the right partner. I had met with a lot of different people and when Colin McKay introduced me to Pete there was no question he was the one to make it happen with me.

How will you integrate the brand into your other business ventures?

Rob: As I do with all of my brands, I will fully integrate IVI into my world. From doing full integration into Fantasy Factory: Season 5 and showcasing the glasses on every show, to sponsoring Street League Pros and collaborations with my other brands.

It's a new category for my personal brand so there is a lot that I can do without conflict.

What's it been like to work with Pete on the project? 

Rob: It has been truly amazing. He meticulously put together the most amazing team from design to sales.

When we first met, I laid out what I thought we needed to be successful: Strong business, strong brand vision and strong execution. With that in mind, Pete put the entire company together piece-by-piece.

Things really turned the corner when he hired Jerome to develop and design the sunglasses and the feel of the brand. Every meeting we had I would be blown away by the progress and strength of this development.

We have all worked together to develop an eyewear brand we are really, really proud of. If there were some sort of award for putting a company together perfectly Pete would have a fancy gold statue on his mantel!