Meet ETC
I grew up in the eye of luxury fashion. My dad has spent over 15 years as the President of YSL, and fashion has been a part of my everyday life long before I understood it as an industry. I grew up around designers, clothes, fittings, styling, and people who could look at something and immediately know when it was right — or when it was trying too hard.
I started modeling when I was eight, which meant I was around that world in a way most people aren’t at that age. I learned to pay attention to proportion, shape, and the little details that can completely change the feeling of an outfit.
Sunglasses were always one of those details for me.
I love beautiful things. I love fashion. I love getting dressed and knowing when something has the right shape or makes an outfit feel like you thought about it — even when you didn’t.
But I’ve never really believed that the things you love should be too precious to actually use.
As I got older, I started noticing how strange the eyewear market had become. Designer sunglasses were becoming increasingly expensive and precious, while more accessible options often felt disposable or too focused on whatever trend was happening that season.
I kept thinking about the sunglasses I actually wanted to wear.
Something with the design and taste of the fashion world I grew up around, but easy enough to throw into my bag. Something affordable enough that I could pick from a few pairs. Something that could make a white tank and jeans feel like an outfit.
That became ETC.
The name ETC felt right because not only is it my initials, but that’s how I think about style, too. It’s never just one thing. It’s all the little things you collect, repeat, borrow, mix, and make your own.
ETC is my take on eyewear — shaped by growing up around fashion, years of watching how people actually dress, and a deep belief that the best pieces are the ones that become part of your everyday life.
The goal was never to make the one pair of sunglasses you save for a special occasion.
It was to make the pair you keep reaching for, wherever the day takes you.
- Ellison Cryder, co-founder of ETC
Today is worth going outside for.
Nobody wishes they'd spent more time inside.
The afternoon run-in that turned into dinner. The swim you almost skipped because the sun had already set. The bluebird ski day that made you miss a few emails. The tiny café you found because you took the long way. The walk back through town after dinner.
Those moments rarely happen inside.
We believe life is happening all around us, right now. That the things you own should go with you, not wait for a special occasion. A scratch on your sunglasses tells a better story than the pair that never left the case.
We believe sunshine improves almost everything.
That a scratched pair always has a better story.
And that the things worth owning are the ones that become part of your life.
That's why we make sunglasses.
The everyday afternoons.
The last-minute road trips.
The long lunches.
The bluebird mornings.
The swims, the sunsets, and everything in between.
Everything we create is designed with one simple idea in mind:
Today is worth going outside for.
