“I don’t like to be too bold. I wanted a clean, wearable frame that makes you feel good.” And with that, enter stage left the Anderson (shop now), the latest signature frame from Electric celebrating all things Craig Anderson.
Now the second signature frame from the optic masterminds, Craig’s longstanding relationship with the brand truly speaks for itself. A man who’s built a humble reputation on land and one based on flawless style and mindblowing skill in the water, it was only a matter of time before one laced with his own name appeared on the market, kind heartedly moving away from previous frame the ‘Txoko’ to focus on taking the new addition to new heights.
When asked if the design process was any different this time round, Ando responded simply with “It takes a lot of time to bring an idea to life. What people don’t see is all the back and forth, the revisions, and the conversations around this specific frame. We only want to bring the best product to market so we take our time to make sure it is the best version of itself before the release.”.
Read on and join our in depth conversation with Craig to discover more about how the frame came to fruition - the simple aesthetic behind it, the key players involved and how it’s different from others on the market.
Yo Craig! Cheers for taking time to catch up! You’ve been with Electric for years now, what’s it like to see your new signature frame come to fruition?
I’ve been in the Electric family for as long as I can remember. They have been very supportive of my career since the beginning and have always made quality, Italian made eyewear. It's great to see my vision progress from an idea to the final product. It’s always fun working on projects with them and the Anderson is my second signature product with Electric.
Walk us through the design process. Everything from the key steps, to your involvement and the other important individuals involved?
Eric Crane, the CEO at Electric, has an amazing eye for design. He’s an incredibly interesting guy that had a lot to do with putting this frame together. Not many people I know are well studied on design and can run a brand. Eric was the nuts and bolts of bringing the Anderson to life. We went back and forth with some references; he drew up a few cad drawings that evolved into samples. From there we made tweaks on tweaks, agreeing on specs, materials, logo placement, and colors. Creatively, we got to build some good content with the Electric team as well as photographers Harry Mark and Dylan Gordon to support the launch of the frame.
Why the simple aesthetic?
I don’t like to be too bold. I wanted a clean, wearable frame that makes you feel good.
Apart from the look, how do they differ from your last model, the Txoko?
For starters, they are completely different shapes. The Anderson has a flatter frame and lens base and it is made of thick Mazzucchelli bio-acetate. The acetate product is finished by hand in the factory giving it that polished, classic look. This new acetate is a bio product, which is so much better for the environment than previous acetate materials. We moved the logo off the temple all the way to the tip of the sunglass left arm. I thought this gave the frame a unique look in the Electric range and felt like a good way to signify a signature product.
Was the design process any different this time around?
No, it just takes a lot of time to bring an idea to life. What people don’t see is all the back and forth, the revisions, and the conversations around this specific frame. We only want to bring the best product to market so we take our time to make sure it is the best version of itself before the release.
They feel a lot more solid than other models in the Electric range. Why is that?
I’ve been into chunky sunglass frames lately. I like the quality feel and weight you get from a nicely built acetate frame. I wanted to bring that to my signature product because it is something I really like in sunglasses. Electric specializes in hand made Italian acetate so the inspiration was well received for the Anderson.
One things for sure, we’re looking forward to seeing this style go through the roof around the world!
Rad, thank you.