Deion “Coach Prime” Sanders, the retired NFL star turned head coach of the University of Colorado Boulder, has been a fashion trendsetter this year stylizing his shades on the sidelines.

But few are aware that those shades Deion has been sporting are from Blenders, a sunglass and eyewear store in Pacific Beach at 4683 Cass St. And the exposure lent to Blenders by Sanders modeling a sunglass style of theirs has gone a long way toward popularizing the company in the public’s eye.

Beach & Bay Press held a Q&A with Chase Fisher, founder/CEO of Blenders, to find out more about Blenders, its origin, and how its association with Sanders has propelled his company into prominence.

BBP: Tell us about Blenders’ business philosophy and how the company got started.

Fisher: I founded Blenders Eyewear in 2012. The idea spawned when I went to see one of my favorite DJs at a Downtown San Diego nightclub. My neon green “beater” sunglasses received an overwhelmingly positive response, and what started out as a night full of close friends and good music quickly escalated into a full-fledged obsession with sunglasses.

I believe in the hustle. I started a grassroots effort buoyed by social media and my SDSU network, selling shades out of my backpack while doubling as a surf coach during the company’s first year. I leveraged my background as a sponsored athlete to develop “sunnies” with a scintillating style and adventurous spirit — the visual embodiment of the company’s “live in forward motion” maxim. It’s been this steadfast self-determination – and the combined efforts of our San Diego-based 35-plus person team – that’s established Blenders as one of America’s fastest-growing sunglasses brands today.

BBP: What is your niche in the marketplace?

Fisher: Blenders Eyewear creates affordable eyewear for those with athletic lifestyles, as well as those who refuse to blend into society and instead choose to blend out in a vibrant style. Blenders Eyewear partners with professional athletes, teams, and game changers to create exclusive eyewear styles for consumers that are under $100 per unit.

BBP: Tell us about this “connection” between Deion Sanders, his shades, and your company.

Fisher: Things first started about a year ago when my dad put Coach Prime on my radar while he was still coaching at Jacksonville State. I started to see his affinity for loud, affordable eyewear, which is exactly who we are here at Blenders. We started a conversation with Deion’s team, SMAC Entertainment, and it turns out that he was in the market for an eyewear deal. We started out by sending him a few different styles to test out and things grew from there. He was completely involved in the entire process; from production to pricing, Coach Prime was committed.

BBP: Tell us how this situation with Deion has impacted your company.

Fisher: This is the biggest collaboration Blenders has released to date, but this collaboration goes far beyond sales. We’ve started a movement and rewritten the playbook for e-commerce brands looking to make a statement and authentically build their communities. Coach Prime truly aligns with our values, which is why this all works so well. We’re excited to continue the movement we’ve started.

BBP: Seems like there is a growing trend that shades are becoming a “fashion statement” particularly for folks on the beach and along the coast.

Fisher: Sunglasses have evolved beyond their functional purpose to become a powerful fashion accessory. What we’re witnessing is the evolution of eyewear as a definitive style statement, especially for those enjoying the coastal lifestyle. The combination of functionality and fashion has truly elevated the appeal of sunglasses, allowing individuals to express their unique personalities while also protecting their eyes. It’s this blend of practicality and style that resonates so strongly with our customers and continues to inspire us to craft bold and vibrant eyewear for all.”

BBP: Tell us about your retail outlet in Pacific Beach, how long it’s been there, and what customers can expect when they visit.

Fisher: After opening its doors to the public in 2019, those at Blenders Pacific Beach believe the day’s best spent in the sun with a cold drink, a cool breeze, and the perfect shades. (And trust us, living here in San Diego, we’re kind of an expert on these things!) Fortunately for you, our flagship retail store on Cass Street has the best lineup of Blendz on display that you’ll find, well, anywhere!