The question we are constantly asking ourselves is how we can do more and make a greater impact—and that starts by going back to the first principles of everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we've figured out that it takes creativity, empathy, and innovation to reach that goal.

There are certain problems that are unjust and painful and they strike everybody at some point in their lives. Ours was: Sunglasses, which if used correctly can prevent a lot of eye diseases, but these sunglasses are crazy expensive, they are portrayed and positioned as outside the reach of the everyday person.