Proof

Mood Board

Brooks Dame started Proof Eyewear from humble beginnings in a garage in Eagle, Idaho in 2010. He soon employed the help of his two brothers, Tanner and Taylor. Not long afterwards, these brothers had created a brand that is now internationally known and is creating a buzz on television and in social media.

The brothers’ talent comes from a rich family history in woodwork. Their grandfather Bud opened Woodgrain Millwork in Fruitland, Idaho, and until recently all three Dame brothers were employed there (King, 2013). The boys grew up with sawdust running through their veins (“About Us,” 2013) and were completely immersed in a world that would eventually become the backbone of their business: “Add afternoons spent sweeping sawdust, dinners listening to suppliers talk wood, travels to other nations and into Idaho’s backcountry, and their own fraternal bond and you get a pair of wooden sunglasses packed neatly into a wooden box” (King, 2013).

Proof’s image is laid back, outdoorsy, and natural. Proof uses sustainable wood in all of its products and some frames are made using recycled skateboard decks. Each of their frames is handcrafted so every piece is unique. The company has branched out to include wood wallets, wood iPhone cases, and apparel. A portion of the sales goes to numerous charities, including an eye care center in India and reforestation efforts in Haiti. It’s always great to see a company that gives back.

Proof was recently featured on an episode of Shark Tank, a television show aimed at finding investors for companies. The “sharks” didn’t give a good enough deal and the brothers refused to take the bait. Fans on Facebook have commented about how they were impressed with how Proof handled the show, and it is apparent that making an appearance on the show has increased Proof’s awareness.

Most of Proof’s marketing material, such as online video look books, has a Californian surfer vibe. People are usually surprised when they find out Proof does not come out of California. It’s perfectly fine to show the brand in this type of setting, since it is an important part of their demographic, but it’s a little disappointing that they don’t play more on their Idaho roots.

I love that this brand comes straight from my home state of Idaho. I would love to own a pair of Proof sunglasses because they are so different from regular frames. They would be a neat conversation starter and I feel like I have bragging rights because Proof is an Idaho-grown business. Idahoans take great pride when someone from their state does something extraordinary, and I am glad the Dame brothers are receiving the recognition they deserve.

Proof makes me think of the warm smell of cedar and pine, the cool mountain air, and the rush of a nearby creek. It makes me think of trips on the back roads in the country with my family. It transports me back home. Idaho is a magical place with humble people willing to lend a hand, and the Dame brothers haven’t lost sight of that. Instead, they have let it become a part of their brand and their mission.

References

About Us: Company (2013). Retrieved February 24, 2013, from http://www.iwantproof.com/company/

King, M. (2013). They’ve got Proof: Idaho brothers pitch wooden sunglasses three generations in the making on ABC’s Shark Tank. KITV. Retrieved February 24, 2013, from http://www.kivitv.com/news/local/192418641.html