Protip: This section contains information that will be on our quiz!

THE BEX® STORY

Our story is one of humble beginnings. Growing up, I loved consumer products, specifically eyewear. The great brands sold out and lost their way, turning less product-focused and more profit-driven. Knowing nothing about eyewear at the time, I did the only thing I knew how to do, which was to put my head down and go to work. So, in 2009, I set out to create a brand centered around unparalleled fit and function, built upon fundamental pillars of quality in excellence, passion, and fair pricing. A brand committed to the seemingly old-fashioned principles of hard work, integrity, design, and great product—with a healthy fanaticism for the consumer experience. A brand that worked for the customer. A brand built upon lessons from my father about being a sound company and taking pride in our work.

As a cowboy, I believe there is value in a product that delivers consistent reliability and performs superfluously. A brand that truly knows its customers and views eyewear as a tool. At the heart of BEX® lies a dedication to exceptional customer service and genuine kindness, reflecting a brand that cares deeply about those it serves. Proudly American-owned and based in the USA, we encourage our team and customers worldwide to test our products daily, striving to become the brand we are—the professional standard in lightweight eyewear.

Thank you for supporting our brand and vision (pun intended). Enjoy each product with peace of mind, knowing the BEX® name proudly stands behind this promise—nobody builds eyewear the way that we do. Now you know BEX®. The product, service, and people we are.

God bless!

Founder - BEX® Sunglasses
Jason Adams

  • HARD AT WORK

    All our inspiration, creative ideas, and design processes are driven by the goal of crafting products that seamlessly complement the active lifestyle. Our products embody a genuine connection to the world, emphasizing our dedication to the rugged environments, intense situations, enduring resilience, adaptability, and, above all, the trust you place in us.

    We believe the diligent effort invested in our product design should mirror the commitment you put into your own endeavors.

  • HARD AT PLAY

    BEX® is more than an eyewear brand – it’s a lifestyle choice. Every pair embodies the the essence of our experiences and outdoor escapades. They’re meticulously designed not just to protect your eyes but engineered to withstand the rigorous demands of the great outdoors, staying firmly on your face during the most intense adventures.

    So, whether you’re charting new territories or savoring a
    leisurely ride, rest assured that you’re an integral part of the BEX® journey – a community of relentless spirits who work hard and play harder.

Company Attributes

BEX® Ethics

Our value isn’t in a product but in the unrelenting desire to be the best. We will never sacrifice our core values or underdeliver on a promise made.

BEX® walks the walk and talks the talk. We don’t hide behind a gimmick or market appropriated schtick.

We are authentic and dependable. BEX® isn’t meant to fit in. We are disruptors.

Our Mission and Purpose

  • We create eyewear and apparel for the relentless spirits who work hard and play harder.
  • We equip individuals with high-performance, stylish products that empower them to conquer challenges with confidence.
  • We leverage advanced technology and exceptional craftsmanship to achieve unparalleled versatility.
  • We are more than a lifestyle brand; we are a community of hardworking individuals who share the same values of ambition, perseverance, and authenticity. Together, we forge ahead, stay the course, and support each other in conquering new horizons.

    BEX® : STAY ON

Our Message

It is our core belief that things should be made to last, no matter what is thrown at them.

Our products are made of the highest quality materials. We refuse to cut corners. Hard work is called hard for a reason, and BEX® will always be there when the going gets tough. BEX® was born from a life of tough love.

What Makes BEX® Stand Out?

1. What's the difference between BEX and Oakley?

Oakley (Based in Italy) is athlete-driven, while BEX is performance-driven. This means Oakley focuses on world-class athletes and spends money on athlete endorsements, whereas BEX is focused on creating world-class products that perform in every situation.

2. What's the difference between BEX and Maui Jim?

Maui Jim, formerly an American company recently acquired by the Italian company Kering Eyewear, strategically targets the affluent retired customer with ample disposable income, prioritizing luxury over reliability and value in their purchasing decisions. While over 50% of Maui Jim's product selection is priced at 300+ USD MSRP at retail, potentially limiting its feasibility for many consumers, BEX stands out by offering world-class products at more affordable prices, ensuring high standards of quality are accessible to a broader audience.

3. What's the difference between BEX and Smith Optics?

Smith, a Safilo company based in Italy, is the preferred choice of outdoor climbing enthusiasts and downhill skiers, influenced by the hobbies of the founder, Bob Smith. Smith has sold in recent years and has endured a change in direction, a more modern politically correct approach, that is far from their original mission of good product and core outdoor ideology. BEX has used this to further encourage brand identity to the team, and embrace our conservative grassroots values.

4. What's the difference between BEX and Costa Del mar?

Costa Del Mar is a brand owned by the Italian company Essilor. Costa Del Mar has built their reputation targeting deep sea fishing. Different from our premium Nylon lens, Costa uses a 580 Polycarbonate lens that the company has creatively marketed. BEX has doubled down on our idea of a reliable product and world-class fit, reducing any concern for product durability.

5. What's the difference between BEX and Ray Ban?

Ray-Ban, owned by the Italian company Luxottica, holds the top position in their brand portfolio. The original vision of the founding company, Bausch and Lomb, was heavily focused on longevity and classic styling. Ray-Ban has since shifted from a product-focused approach to a more socially conscious offering, prioritizing brand recognition. Today, Ray-Ban is driven by trends and fashion, with a significant emphasis on celebrities and motorsport, while BEX focuses on creating high-performing products.

Using our Brand Materials

While we are generally open-minded individuals, when it comes to safeguarding our brand and reputation, we maintain stringent control. We uphold exceptionally high standards for ourselves and expect nothing less when our brand is represented.

Using any of our brand materials, whether it’s resources, graphics, or visual elements detailed in this guide and its accompanying files, requires specific permission and authorization. Mere possession of these materials does not grant any implied or inherent permission whatsoever.

The approval process for utilizing our brand materials may vary. If you have any questions, please get in touch with an authorized BEX representative, typically your designated point of contact.

We retain the right to disapprove or reject any use of our logo, brand visuals, or other brand elements at any time, for any reason.