Pit Viper isn’t for everyone. And that might be the secret to its success. It starts with a guy on a ski trip. His sunglasses break. So, naturally, he walks into a military surplus store, finds an old pair of ballistic glasses from the early 90s, and thinks, these are perfect. Fast forward a few years, and those surplus shades—once traded for beers and ski lifts—have turned into Pit Viper , a brand worth millions. But here’s the question: how do you build a business that doesn’t just sell sunglasses, but sells attitude ? A brand that’s loud, weird, and completely unignorable? Today on the show: Chris Garcin, CEO of Pit Viper , explains how they took what should have been a joke and turned it into a cult phenomenon . Links & Resources 🔗 Shop Pit Viper: www.pitviper.com 🎧 More stories like this: The Unofficial Shopify Podcast Work With Kurt 🚀 Want to grow your Shopify store? We help brands like yours increase conversions, improve UX, and drive more sales. 📩 Let’s talk: ethercycle.com/apply 🛠️ See how I’ve helped other brands: ethercycle.com/work 💡 Join my newsletter for no-BS ecommerce insights: kurtelster.com Connect with Kurt: 💬 Twitter: @kurtinc 📩 Newsletter: kurtelster.com Sponsors: 📈 Zipify – Build high-converting sales funnels 🔥 Cleverific – Smart order editing for Shopify 📬 Viralsweep – Create sweepstakes, contests, and giveaways. 🎧 Enjoyed this episode? Leave a review on iTunes—it helps more Shopify merchants find the show!
