LEaO OPTiCS - Interview ~ BJJ New Gear

BSP Date: September 28, 2015

What is the name of your brand(s)?

LEaO OPTiCS

When & where was it founded, and where is it currently headquartered?

We were founded in 2015 and located in Oceanside CA

Who are the founders/current owners?

The founders and owners are husband and wife Lionel Turner & Jemelee Turner

Is there any significance behind the name of the brand or its logo?

Being named “Lionel” I have always loved lions. LEaO is Portuguese for “Lion”. The LEAO OPTiCS brand is dedicated to and rooted in the Jiu Jitsu community and Lifestyle. Lions have always been synonymous with jiu jitsu. Some of the things that I love most in this world? Lions, BJJ and sunglasses. Bring them all together... “LEaO OPTiCS”.

What was the driving force (or forces) behind the founding of the brand?

We wanted to make a unique and quality item with a foundation in the jiu jitsu lifestyle. We wanted to do something that no one was doing but at the same time something that anyone would appreciate and like to own even if they didn’t practice jiu jitsu.

Sunglasses are one of the few things that I try take extra good care of and I felt there was a void in regards to a sun-glass company that supports the jiu jitsu community.

What are your strengths / the strengths of your brand?

We feel the strengths of the brand are the “Details”. Everyone wears sunglasses and we try to go the extra mile when it comes to the details and branding of our eye-wear. We try to over deliver with our quality, branding and packaging so our customers feel that they are receiving a piece of eye-wear with some thought and passion behind. I have always enjoyed opening a new Kimono.

I like inspecting the details that are hidden in the cuffs and lining or stitching. The new gi bag designs are really nice as well. As much as we can I would like to help our customers have that same experience when they open their sunglass box for the first time.

We Use 100% bamboo for our frames because of the history bamboo and wood for that matter has played in the history of martial arts. Not to mention it’s just really cool. The feel and weight is different then what you get with plastic or metal and it brings a “Natural” element to our brand. We are also are also looking into different kinds of woods such as Ebony and skateboard.

All of our glasses have UV400 polarized lenses which offer amazing clarity. All of our glasses have stainless steel spring hinges that help to keep the eye piece sitting properly and in place.

The springs also help to expand out a bit if need be.

Also our customer service. We do our best to do same day shipping with tracking numbers quickly provided. We have a very quick response time to questions through all channels. Our main goal is customer satisfaction… period

What was your first product produced (prototype or otherwise)?

The “OGs”… That was the first styles that we did. I went after a style that I would wear. I don’t see us even not producing them in the future. The OGs and the BUMPS can be considered our “COMP STANDARD.”

In that first year or so, what were your first struggles in getting the brand off the ground?

Getting our name out there and our glasses in customer’s hands has been the hardest struggle so far. We have been actively increasing our following and receiving great feedback from either customers who have received a pair and had a chance to see the quality and detail up close or people who want them but are not sure about sizing. We are currently working on some things to help customers make a good buying decision for themselves on our website. But at the same time our personal customer service can take care of any of these issue and make sure you get the right pair in your hands.

What would you consider to be your signature or keystone item(s) to date?

“OGs” and OG BUMPS” as of right now they are our only two styles available. They are stylish and universal.

What items do you also sell that people may not be aware of?

Nothing as of yet but new styles and different wood materials are in the works. Also we are working on shirts and hats and patches.

Do you have anything exciting coming up in the next few months or so that you can share with us?

Yes we do. Early next month we are releasing the “SUAVECITO’s” which I personally really like and wear daily now. They are a good happy medium between the OGs and OG BUMPS with wide legs. There is also some extras details that will be on them that we are keeping a hush hush on…. We are also working some styles for the ladies.

Geographically speaking, where is your primary customer base?

We are building a good base here locally in SOCal but our social reach has us sending a lot of boxes back east and west to Hawaii. We have sent glasses to Brazil, Japan, UK and Mexico as well.

A common question/concern among our members is the issue of shipping. We have found that some brands will not ship worldwide or have carved out certain countries from their territory. So if you would, please explain your shipping policy, pricing and any geographic restrictions that you have with regard to the sale of your goods.

We will ship where ever we legally can as long as the customer receiving them is willing to pay for shipping.

Do you have any sponsored athletes? If so, do you have specific criteria for selecting such athletes?

Yes we do. We have a few high level purple belts that compete often. Also a really good green belt kid from out here is San Diego.

I like to see some sort of social following or influence other than just what they do on the mat. I like people who use social media quite a bit and can make people laugh from time to time. But most of all people who truly appreciate our product

Where do you get the inspiration from in designing new gear for your brand?

Jiu jitsu and the SoCal Lifestyle scene. It’s what I’m around and its what I love.

What differentiates you and your brand from other BJJ brands?

Currently there is no one doing what LEaO OPTiCS is doing so I would say “Everything”. But we are striving for quality and style so we hope to always be separated from the rest.

What other brands are out there that you admire? And why?

CTRL IND, Shoyoroll, RVCA, Triumph United, 93 Brand

CTRL and Shoyoroll have their fans waiting for them to come out with new things. They are not just feeding the market with another gi or rash guard. RVCA and Triumph United has crossed over to many aspect of combat sports and extreme sports. 93 Brand makes really clean and quality GI for a very good price.

Is your company direct sales only? Or do you have distributors?

We are direct and we are also in a couple retail locations

As of now we are in one retail store, but we are really not pushing in that direction. We are working with BODEGA BJJ and Pasando Guardia on better distribution to Mexico and Latin America. We are very excited about this.

Do or have you participated in tournament booths or sponsorships of tournaments?

We just had our first. It was the Grand Opening for Carlson Gracie San Diego. They just moved to a very nice new location and asked us to come out and share our line. It was a great time.

Any plans for future expansion?

For now our plans are strictly eye-wear but we see more styles coming down the pipe in the future.

Please tell us a little about yourself, where you grew up, your BJJ experience, home life, education, military service, etc. Anything that might help our members get to know you a little better.

I am from Oceanside CA and have been doing BJJ since 07 though I did not get serious until 2011. I am currently a Purple Belt under Mark Hopkins who is under 7th degree Carlos Valente.

I rep under the 99 banner under the Turtle Master Eduardo Telles. I live in a jiu Jitsu household. My partner in crime in my wife Jemelee of 16 years who happens to be a blue belt.

And we have one son LJ (12) who has been training jiu jitsu since he was 6 and also wrestles and plays football.

What hobbies do you enjoy?

Outside of jiu jitsu I’m a foodie. I truly believe that when you are with good people eating good food for that moment in life you are a “Billionaire.” Nothing gets better.

Do you have any pets?

We have 3 dogs. Dozer, Bubbles and Pork Chop

Where did you grow up and attend school (University/College)?

I grew up in Oceanside, went to Oceanside High and then the school of Hard Knocks.

Tell us a little about your background in martial arts/grappling.

I boxed in high school for a local club and competed in Golden Gloves and Jr Olympics. I really enjoyed it and it has stuck with me through the years.

I started jiu jitsu in 07 but did not take it seriously until 2011 at the PANS. We went up to see a team mate compete and while I was there I decided……”I’m getting my blue belt this year”. I did.

I have been training pretty extensively since. I have competed in PANS and MASTERS at blue and purple….no podium.

Quick Fire

These questions are designed to allow for short, one or two word answers. Oftentimes just yes or no, and from a personal perspective.

Rash Guard – Short or long sleeve?

Long Sleeve

Preferred gi colorway?

Blue or Black..I can’t decide

Rash under your gi?

Spats under your gi?

Gi Pants – Rip Stop, Cotton Twill/Drill Cotton, or Cotton/Poly Blend?

Comfortable

Gi jacket weave?

GOLD!!! Love it

First gi you owned?

OUANO 99

Favorite submission?

North South Choke

Last stamp on your passport?

Mexico

Beer or wine?

Beer

Tea or coffee?

Coffee

Do you wash your belt or not?

That’s bad Juju

Regular knot or superlock knot in belt?

Regular

Isle or window seat?

Window

And finally…what social media do you participate in and what are those addresses?

Currently we are on Facebook and Instagram

Website: http://leaooptics.com/

Facebook: https://www.facebook.com/leaooptics

Instagram: @LEAO_OPTICS

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Thursday, October 1, 2015