Shopping Bag
Dear goodr Customers,
We started goodr 10 years ago because we thought running was fun and your gear should be too. We were just like you, people who loved being active and believed that you should be able to wear the same pair of sunglasses whether you’re hauling ass on a mountain trail or heading to happy hour.
We saw a problem:
Running sunglasses (and all active eyewear) were ugly, expensive, and over-engineered.
So we set out to solve that problem. The solution:
Creating eyewear that’s fashionable, affordable, and all-performance without the extra bullshit.
So that’s what we did….and along the way, we’ve been humbled by the millions of customers that we’ve been allowed to serve, who believed what we believed. Those beliefs:
• FUN → We’re recklessly committed to fun…blah blah blah sunglasses
• AUTHENTICITY → We give you permission to be unabashedly yourself… unless you're an asshole
• ACCESSIBILITY → We believe that anyone should be able to afford high-quality, high-fashion, high-performance eyewear because when you look good, you feel good, and you play good.
Our infinite vision is to build a world where connection and accessibility empower everyone to be unapologetically themselves. That’s why we show up every day to serve the brand, this vision, and our customers.
Internally, we talk a lot about “inspiring awe.” We aim to inspire awe in everything we do, from our products to marketing, operations, experiences, our culture, and everything in between. But the truth is, the thing that inspires the most awe in me is how our customers have kept showing up over the past 10 years.
From 2015 to 2025, we have continuously worked to make our product better, even as our costs (raw materials, shipping, fulfillment, taxes, tariffs, operating expenses, etc) slowly rose to over 50% at times. We made it a full 10 years without increasing our prices; unfortunately, we won’t make it to 11.
There will be no price increases in 2025. Starting in January 2026, we’ll be increasing our prices. Our new starting price will be $30. The graphic below breaks down the full pricing model for complete transparency.
Over the past decade, I've been fortunate enough to meet thousands of our customers. You’ve shared stories about how goodrs are the first sunglasses you’ve ever worn while running. I’ve seen the smiles on your faces while you talk about our fun names, wild colors, and absurd drops. And every time I have one of these interactions and look into your eyes and see the joy we bring you…it’s humbling, surreal, and reaffirming. We work to serve our customers’ needs. And the best way we can serve you, and the long-term success of the brand, is to invest in product quality.
I also want to acknowledge the debt of gratitude I have to all of our retailers, specifically, our specialty customers, who’ve helped make us who we are today. If possible, please go buy our product at a local retail store. I’ve had the pleasure of meeting hundreds of our amazing retailers over the years, and being a business owner myself, I believe you should always support local retail.
My focus today is the same as it was 10 years ago when I co-founded goodr: making fashionable, high-quality products at an affordable price for you, the customer. We make products that our customers f’ing love, and that’s what we’ll keep doing. Here’s to another decade.
Sincerely,
Stephen Lease
CEO & Co-Founder
goodr
