Knockaround

Knockaround, LLC
Industry Fashion, Retail
Founded La Jolla, U.S. (2005 (2005))
Founder Adam Moyer
Headquarters San Diego, California, U.S.
Products Sunglasses, Clothing
Accessories
Website www.knockaround.com

Knockaround, LLC is a sunglasses and style accessories company based in San Diego, California.

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.[1]

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.[2] 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.[3] 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,[4][5] and the company's marketing strategy often focuses on art, design, fashion, and personality.[6] 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,[7] and has appeared in Us Weekly[8] and Complex Magazine.[9] It has also been featured on websites such as DailyCandy,[10] Hypebeast.com,[11] Coolhunting.com, and InStyle online.[12]

Knockaround regularly participates in product collaborations with other companies and designers. Such collaborations include Benny Gold,[13] Jeep, and USA Basketball.[14] 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.[15]

Influence

Celebrities who have been known to wear Knockaround Sunglasses include Snoop Dogg,[16][17][18] Jessica Alba, Natalie Portman, [19][20] Jimmie E. Lewallen III, and Selena Gomez.[21]

As of March 2018, Knockaround has over 390,000 followers on Facebook.[22]

References

  1. ↑ https://knockaround.com/about/about-us/
  2. ↑ Larry Himmel, "Knockaround: Cheap Sunglasses for the Masses", via www.cbs8.com, January 3, 2012
  3. ↑ "Introducing… Knockaround CUSTOM!", via www.knockaround.com, June 21, 2011
  4. ↑ Danielle Bernstein, "Knockaround Sunglasses Enter the Gear Zone", via www.insidelacrosse.com, July 6, 2012
  5. ↑ Brooks Welsh, "Beach gear: Knockaround sunglasses", via www.articles.baltimoresun.com, August 7, 2012
  6. ↑ Teofilo Killip, "Benny Gold and Knockaround's Adam Moyer Talk About Their Newest Collaboration (Video)", via www.complex.com, November 5, 2012
  7. ↑ "Knockaround Sunglasses", via www.youtube.com
  8. ↑ "Knockaround (on Jessica Alba) in US Weekly!", via www.knockaround.com, July 2, 2012
  9. ↑ "Frosted Grey Fort Knocks in Complex Magazine!", via www.knockaround.com, June10, 2012
  10. ↑ "The Weekend Guide", via www.dailycandy.com, March 26, 2009
  11. ↑ Jonathan Poh, "Benny Gold and Knockaround Celebrate the 75th Anniversary of the Golden Gate Bridge", via www.hypebeast.com, November 4, 2012
  12. ↑ "Jessica Alba in Knockaround", via www.instyle.com, Summer, 2012
  13. ↑ Teofilo Killip, "Knockaround and Benny Gold Make Sunglasses For The Golden Gate Bridge's 75th Birthday", via www.complex.com, September 27, 2012
  14. ↑ Largetail, "Jeep and USA Basketball", via www.coolhunting.com, July 17, 2012
  15. ↑ Teofilo Killip, "6th Grader Designs Awesome 'Shark Attack' Sunglasses For Knockaround", via www.complex.com, August 17, 2012
  16. ↑ "Westwood - Snoop Dogg Freestyle", via www.youtube.com
  17. ↑ "Dr. Dre & Snoop Dogg (Live at Coachella, 2012)", via www.dailymotion.com
  18. ↑ "'Reincarnated' Premiere", via www.zimbio.com
  19. ↑ "Natalie Portman", via www.gossipcenter.com, September 19, 2012
  20. ↑ Omgzrachel, "Get the Natalie Look", via www.natalieportman.com, December 21, 2012
  21. ↑ "Knockaround Custom Sunglasses", via www.selenascloset.com, March 15, 2012
  22. ↑ "Knockaround Sunglasses". www.facebook.com. Retrieved 2018-05-23.
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