JAMES HENRY JANNARD/COLIN BADEN

Orange County Business Journal, May 3-May 9, 2004 by Bellantonio, Jennifer

JAMES HENRY JANNARD

Founder, Chairman, CEO,

Oakley Inc.

Born in Los Angeles, June 8, 1949

Lives on Spieden Island, Wash.

COLIN BADEN

President, Oakley Inc.

Born in Concord, Mass., March 27, 1962

Lives in Irvine

Dynamic duo pushing expansion, riding comeback at company known best for sunglasses.

Oakley designs, sells clothes, shoes, watches, prescription glasses. Decidedly macho company now even sells women's clothing. Could see "breakout year" in 2004, Baden says, after tough going of past few years.

Sales from newer products rose 24% to $165 million in 2003. Overall sales rose 6% to $521 million for year. Sales of sunglasses, which make up 55% of business, on rise after year-plus slump.

Projecting 2004 sales growth of about 10% to some $574 million, based on "positive first-quarter sales trends, continued momentum from retail operations and an overall stronger retail environment."

Working with military on goggles, shoes for soldiers. Program has led to new design style, "military industrial," for general market. Elite Special Forces boot worn by commandos, consumers alike.

Going ballistic on knockoffs. Last year, legal team oversaw snaring of nearly 3 million fake Oakley products, mostly sunglasses. Estimated value: more than $27 million.

Growing retail empire, including Iacon, sunglasses seller bought three years ago. In 2003, opened 13 O stores, 17 Iacon stores. Total of 103 stores, 76 of which are Iacon.

Touchy relationship with big customer, rival Luxottica. Italian company's Sunglass Hut is big Oakley seller. Two cut ties in 2001, made up a year later. Could feel squeeze of Luxottica's recent buy of sunglass seller Cole National.

Jannard is cigar-puffing visionary, reclusive to the extreme. Camera phobic, though a photography buff himself. Raises "Oakley English Setter" show dogs. Company name taken from favorite dog breed. Splits time between OC, Spieden Island, Wash., a getaway he bought in 1997 for around $20 million. Son works in marketing.

Wife Bobbie, seven children. Loves drag racing, company backs Mohawk-wearing Scotty Cannon, other drivers.

Baden is tell-it-like-it-is design guy. Oversees design, graphics team, controls company branding. Partner at Lewis Architects of Seattle for six years prior, began advising Oakley on image in 1993. Says he's a 42-year-old "bald kid in need of therapy."

In free time, likes to race Olympic class yachts, work with dad Mowry on public art projects here and in Canada.

Drives "completely-worked Hummer on the weekdays and a bad-ass black Harley on Sundays." Says he's "addicted to rush of chasing a great design," "always disappointed when it's over."

Wife Laura, two sons, 16, 7.

-Jennifer Bellantonio