With a website that makes you want to check your dial-up connection, fire up Napster, and download some Limp Bizkit, sunglasses brand Pit Viper is capturing both the youth and the nostalgia-loving markets in the cycling world.
Pit Viper’s sporty sunglasses are unapologetically loud, with the its logo emblazoned across the top of the lens itself like it’s a Saturday morning cartoon intro slide. The vibe is rowdy, bright, and unlike most brands in cycling that focus on grittiness and suffering , Pit Viper is chaotically focused on fun.
Founded in 2012, the brand has surged in popularity in recent years, particularly with the youth cycling set. The sunglasses are designed for extreme sports and mimic styles that were popular with skiers and cyclists in the eighties and nineties. The lenses are polarized, and prescriptions can be added. They aren’t particularly feature-rich, but they hit all the notes that many cyclists are looking for and are available in a wide range of styles and colors—all bold and loud.
“My 13-year-old bought them herself and is obsessed,” one bemused dad told this reporter via Twitter. Perhaps the allure of Pit Viper is less about the cycling style and more about the Y2K vibes that the brand gives off. But either way, clearly Pit Viper has tapped into the teen cyclist zeitgeist.
“I saw them on Instagram back in 2019, and was like, ‘I have to get a pair of these,’” said Kelley Oelkers, a track, road, and mountain biker heading into his senior year […]