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BUSINESS PROFILE THE NEW STANDARD FOR BUSINESS How Proof Eyewear Changes the Notion of Authenticity
The list of “Shark Tank” failures is longer than the Cleveland Browns’ championship drought. Entrepreneurs of all types head into the proverbial red zone of business that is this show — full of blind ambition — only to fumble the ball on the 1-yard line. A national TV audience watches as investors cut down the business model of these startups — and their hope of success right along with it. But while many pitches fail, never to be resuscitated, there are a few business owners who don’t look at Mark Cuban’s refusal to invest in their idea as the end of their dream. Brothers Tanner, Brooks, and Taylor Dame took their idea for handcrafted, sustainably made sunglasses in front of the “sharks” but came out empty-handed after failed negotiations. But their passion for their product and altruistic approach to business wasn’t going to be thwarted by lack of funding. The brothers credit their unwavering resiliency to a deep-rooted family history. Proof Eyewear was founded in 2010 by these three brothers from Idaho. While the company is a venture among siblings, it’s not the first family business in the Dames’ history. As a matter of fact, Proof may never have happened had their grandfather not started a sawmill back in 1954. Drawing from his inspiration of working at the mill, Brooks developed an idea for wooden sunglasses frames. As his concept began to slowly take shape, Brooks moved his business to the most logical location for a startup with a great idea: the garage. But unlike other companies with similar origins, such as giants Apple and Amazon, Proof’s drive for growth never outpaced their passion for giving back. As the company expanded operations over the next eight years to over 20 countries and millions in annual revenue, they developed the one aspect that makes Proof truly unique. Wooden frames were revolutionary at the time, but trends come and go. What never leaves is the impact you can make on the world. Ray-Ban, Kate Spade, Maui Jim, Coach, and Oakley all create sleek eyewear that enhances an individual’s style. Proof does that
but also uses their business as a platform to make a meaningful difference in the world.
Proof built a brand that caters to a hyperspecific demographic by using very broad strokes that don’t threaten the sensibilities of the status quo. Millennials make up a significant portion of not just the sunglasses market, but the consumer base as a whole. This generation wants the products they purchase to stand for more than just vapid, aesthetically pleasing ideals. Proof’s socially conscious business model is attractive to the people they cater to, but what they do with their branding isn’t aimed at sales. It’s raw authenticity. If you spend time in their headquarters in Boise or engage with employees who work there, you quickly understand that sunglasses are just a vehicle. What resides at the core of Proof’s brand is simply human connection at all levels. That’s not something you can fake or manipulate. It comes from an incorruptible heart focused on other people, and that’s what the world desires. Consumers no longer crave just the sexiest brands out there. Products need to be social, substantial, and sustainable to reach the newest echelon of buyers. You can’t fabricate authenticity. It has to come from a genuine place full of heartfelt desire to create a bond, which is precisely where the Dame brothers have succeeded. Proof removes the plastic from not just their glasses, but also from how they approach business.
Each year, Proof comes up with an initiative to serve the people of the world in areas that matter to those who work for the company. One-quarter of the world’s blind population resides in India. In 2015, Proof decided to donate $25,000 to build two eye clinics in India aimed at helping those in need. That was just one of many projects Proof has implemented since 2013. In 2017 alone, they boasted the following achievements: • $73,385 DONATED FROM PURCHASED FRAMES • 240 CATARACT SURGERIES • 200 TREES PLANTED • 1,209 GLASSES DONATED • 2 TONS OF GARBAGE PICKED UP • 5,954 HEALTH AND VISION SCREENINGS • 338 LOCAL COMMUNITY SERVICE HOURS • 8 COUNTRIES IMPACTED
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