What Heat Wave Visual does

Heat Wave Visual, Inc. is a privately held, independent eyewear brand founded in 2012 as Party Shades Co. by Justin Hertel and Doug Karlson, renamed in March 2014, and headquartered at 8840 Forest St., Gilroy, California. The company designs, sells, and distributes customizable sunglasses, safety glasses, and the MXG-250 motorsport goggle, supported by a modular architecture built around a proprietary hardwareless hinge system, snap-in/snap-out arms and lenses, a patented Quick-Latch side shield, and Hytrel rubberized touchpoints. Its Performance Line sub-brand integrates ANSI Z87/Z87+ certification with photochromic, super-photochromic, anti-fog, and blue light blocking lens technologies, positioning the product between lifestyle sunglasses and compliant protective eyewear.

Heat Wave Visual generates revenue primarily through direct-to-consumer e-commerce at heatwavevisual.com, complemented by distribution through hundreds of retail partner stores across the United States, worldwide shipping via USPS, prescription fulfillment through a SportRx channel partnership, and licensed capsule collections with Chevrolet (Chevy Trucks, Heartbeat of America). Pricing is one-time/perpetual license across base sunglasses ($55-$130), replacement parts and tear-offs ($15-$50), apparel ($35-$79), and a 20% military/first responder discount program operated through VerifyPass. The customer base spans motorsports and powersports enthusiasts, trade workers, military and first responders, general consumers, and prescription customers, with 2M+ cumulative orders fulfilled and 80,000+ positive reviews reported. The company has no disclosed venture or institutional funding and operates as a bootstrapped, founder-controlled business.

Name

Heat Wave Visual

Legal name

Heat Wave Visual, Inc.

Website

https://heatwavevisual.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Heat Wave Visual is a privately held, independent US eyewear brand that designs and sells modular, ANSI Z87-certified customizable sunglasses, safety glasses, and motorsport goggles to motorsports enthusiasts, trade workers, and consumers via DTC, retail partners, and worldwide shipping.

Ownership category

akta.pro rank

Product category

Eyewear

NAICS

Optical Goods Retailers (45613)

SIC

Ophthalmic Goods (3851), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sport & Performance Eyewear (CRAAAKAC)

akta.pro secondary industries

Sunglasses (Non-Prescription) (CRAAAKAB), Eye Protection & Goggles Retail (CRAMANAJ)

Keywords

• Customizable sunglasses
• ANSI Z87 safety glasses
• Modular eyewear
• Motorsport goggles
• Photochromic sunglasses

Headquarters

HQ city

Gilroy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Eyewear Sales: Direct-to-consumer sales of sunglasses, safety glasses, and goggles with various lens options (standard, photochromic, anti-fog, blue light blocking). Revenue generated from base frames plus upsells for different lens types and configurations.
2. Replacement Parts & Accessories: Sales of replacement arms, lenses, side shields, and accessories. Modular design enables customers to refresh their eyewear without purchasing new frames.
3. Apparel Sales: Sales of branded apparel including t-shirts, sweatshirts, hats, shorts, and socks featuring Heat Wave Visual branding and licensed collaborations.
4. Customization Services: Build-to-order custom eyewear through the customizer tool, allowing customers to select frame, lens, and arm combinations tailored to their preferences.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Heat Wave Visual designs, manufactures/contracts, and sells modular customizable sunglasses, ANSI Z87/Z87+ certified safety glasses, and the MXG-250 motorsport goggle, alongside branded apparel, replacement parts (arms, lenses, frames, side shields), and licensed collaborations (Chevrolet, Hendrick Motorsports). Customers can build bespoke eyewear via an online customizer tool, and prescription lenses are fulfilled through a SportRx partnership.

Product overview

Heat Wave Visual is an independent eyewear brand offering a comprehensive portfolio of highly visual, customizable sunglasses and safety glasses. The core product lineup includes distinct frame styles (Future Tech, Skynet, Lazer Face, VISE, QUATRO, RAYTH, Metal Aviators, APOLLO, VECTOR, REGULATOR, INTERCEPTOR) available in multiple size categories (Standard, XL, Ladies, Kids). Key technology differentiators include Photochromic and Super Photochromic UV-reactive lenses (VLT ranges of 75%-17% and 40%-10%), Anti-Fog dual-surface coating, Blue Light Blocking lenses, Quick-Latch side shield system, and Hytrel rubberized touchpoints. The Performance Line sub-brand offers enhanced Z87+ rated eyewear with integrated performance features. The MXG-250 motorsport goggle provides off-road protection with replacement lenses and tear-off systems. Accessories include replacement arms, frames, lenses, and side shields. The brand also offers licensed collaborations with Chevrolet (Chevy Trucks and Heartbeat of America collections) and full prescription eyewear through SportRx partnership. A customization tool allows customers to build bespoke eyewear by selecting frames, lenses, and arms.

Differentiator

Problem solved

Functional benefit

Products and services

• Future Tech Sunglasses High-performance sunglasses featuring a hardwareless hinge design and Z87+ rated lenses, available in various lens options including photochromic, anti-fog, and blue light blocking.
• Skynet Sunglasses Photochromic sunglasses featuring UV light reactive lens technology that transitions from clear to dark, Z87+ rated with transition capabilities.
• Lazer Face Sunglasses Signature single-lens sunglasses with 6C base curve design, featuring the iconic all-lens look, available in standard and slim variants.
• VISE Sunglasses Bold, squared-up frame design with hard lines and relaxed fit. Available in Z87 and Z87+ ratings, with various lens options.
• QUATRO Sunglasses Performance-oriented sunglasses with four-point lens design, featuring removable arms and lenses for customization.
• RAYTH Sunglasses Performance sunglasses designed for active use, featuring side shields and durable construction.
• Metal Aviators Classic aviator-style metal frame sunglasses.
• APOLLO Sunglasses Sunglasses featuring distinctive frame design.
• VECTOR Sunglasses Sunglasses featuring angular, geometric frame design.
• REGULATOR Sunglasses Sunglasses featuring a robust, authoritative frame design.
• INTERCEPTOR Sunglasses Sunglasses designed for maximum coverage and protection.
• Safety Glasses Z87-rated protective eyewear meeting ANSI safety standards for impact resistance.
• Kids Sunglasses Sunglasses sized and designed for children.
• Ladies Collection Sunglasses designed specifically for women with styles and fits tailored to smaller face shapes.
• Extra-Large Sunglasses XL-sized frames designed for larger head sizes, including XL Vise, XL Vectors and XL Lazer Face models.
• Custom Sunglasses (Build-to-Order) Fully customizable sunglasses allowing customers to select frames, lenses, and arms to build their own unique eyewear.
• MXG-250 Moto Goggle Motorsport goggle with standard lens retention system, compatible with replacement lenses and tear-off films. Features photochromic lens options.
• Performance Line Enhanced version of core frames featuring Z87+ compliance out of the box, Quick-Latch side shield system, rubberized Hytrel touchpoints, and 2mm thick lenses meeting ANSI Z87 mass impact requirements. Includes Performance Vise, Performance Quatro, Performance Rayth, Performance Lazer Face, and Performance XL variants.
• MXG-250 Goggle Replacement Lens 2mm thick optically clear, impact resistant injected replacement lenses for MXG-250 goggles, available in Clear, Smoke, Arctic Chrome, Galaxy, Photochromic, Spectrum, and Sunblast options.
• MXG-250 Laminated Tear-Offs Laminated tear-off system by RACING OPTICS, custom fit to MXG-250 goggle. Each pack includes 7 tear-offs, sold in 3-pack (21 total).
• MXG-250 Standard Tear-Offs Standard single-ply tear-offs for MXG-250 goggles, sold in 20 or 50 pack quantities.
• Replacement Arms Snap-in replacement arms compatible with modular frame designs, available in various colors and styles.
• Replacement Frames Complete replacement frames for various Heat Wave Visual sunglasses models.
• Loop Side Shields Protective side shields that attach to sunglasses for additional lateral protection against debris and light.
• Chevy Trucks Collection Officially licensed capsule collection featuring Chevrolet truck branding, including Vise, Future Tech, and Quatro sunglasses plus apparel items like GM Goodwrench hats and t-shirts.

Quantifiable outcome

• 2 million+ orders fulfilled and 80,000+ positive reviews demonstrate customer satisfaction and brand trust

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• RACING OPTICScoreTechnology or IntegrationPartnership with RACING OPTICS to use their patented laminated tear-off system, custom fit to the HEAT WAVE MXG-250 motorsport goggles. Provides 7-tear-off laminated packs for clearing debris during racing.
• SportRxcoreChannel Partner/ Reseller/ DistributorPrescription eyewear partnership allowing Heat Wave frames to be fitted with prescription lenses (clear, tinted, photochromic, progressive). SportRx provides See Better Guarantee with 45-day trial period, free shipping both ways, and no restocking fees.
• VerifyPassminorGTM or Marketing PartnerIdentity verification service powering the military and first responder discount program. Verifies eligibility for government employees, military/veterans, and first responders before issuing discount codes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wiley X: Direct peer in ANSI Z87 safety eyewear and tactical glasses, competing head-to-head with Heat Wave's Performance Line and Quick-Latch side shield systems for trade and military buyers.
• 100% (formerly 100% Speedcraft): Direct peer in motocross/off-road goggles and sport sunglasses with tear-off systems, serving the same motorsports persona (motocross, MTB) as Heat Wave's MXG-250 and performance line.
• Pit Viper: Direct peer in DTC fun/sporty sunglasses with strong social media presence targeting motorsports, outdoor, and lifestyle consumers, sharing Heat Wave's irreverent brand positioning and DTC-first model.
• Spy Optic: Direct peer in action sports sunglasses (motocross, snow, surf) with similar price points and a focus on performance features like photochromic and polarized lenses.
• Bollé Safety: Direct peer in safety/protective eyewear with Z87 lines, established in trade and industrial channels that overlap with Heat Wave's trade worker segment.
• Pyramex: Direct peer in ANSI-rated safety glasses and sport eyewear sold through industrial and sporting goods retail channels, competing for similar trade worker and motorsports buyers.
• Goodr: Direct peer in affordable DTC sunglasses with running/lifestyle focus and a similar social/community-driven marketing motion, including replacement-pair business model at comparable price points.

Broad incumbents

• Oakley: Broad incumbent in sport and performance eyewear with deep motorsports roots (Peyton, signature sports partnerships) overlapping directly with Heat Wave's performance frames, goggles (e.g., MX goggles), and ANSI Z87 safety lines.

Emerging players

• Scott Sports: Mountain bike, motocross, and motorsport apparel/eyewear brand whose MX goggles and sunglasses overlap with Heat Wave's MXG-250 line, especially in off-road and racing verticals.

Others

• Fox Racing: Adjacent motorsports apparel and lifestyle brand, not a core eyewear maker but overlapping with Heat Wave's motorsports customer base and Chevy/Hendrick-style licensing playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/heatwavevisual
• Facebookfacebook.com/heatwavevisual
• LinkedInlinkedin.com/company/heat-wave-visual

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heat Wave Visual