James Jannard

The concept of Red was to build a camera with as much capability as possible... for the professional market. Then we thought we could extend it down a bit to the prosumer level. Apparently, that was a mistake.

There's talent on the streets, kids with ideas who have stories to tell and never get a chance.

What separates us from other camera companies is that the vision guy is the decision maker. That was one of my biggest advantages at Oakley, and it's the same at Red - I'm in the trenches, in the product development, and I make the final call.

I figured, 'Why not put goggle characteristics like peripheral protection and face fit into sunglasses?'

Making the leap from the best sunglasses company in the world to a world-class brand is a natural transition.