Mike Ettenberg, Founder of Frontline, is a retired firefighter tired of losing or destroying his designer shades in the heat of the frontlines. Frontline Optics was created to provide first responders with sunglasses that can withstand the heat of the job. They offer a no-questions-asked replacement program. “We’re here to protect those who protect us,” is their company motto. ISHN asked Ettenberg some questions about his company.

Can you tell us about the inspiration behind Frontline Optics? What motivated you to start this company?

While working as a firefighter for the City of Coronado, I often relied on sunglasses to express my personality. Unfortunately, designer shades didn’t stand a chance against the demands of firefighting—they were constantly getting scratched, cracked, broken, or lost, costing me about $200 per incident.  

Frustrated, I decided to create a better solution. In July 2021, with $5,000 in savings, I filed for a trademark, built a website, and launched Frontline Optics with my first 300 pairs of sunglasses. 

By October 2022, I knew I had something special. I made the difficult decision to leave the fire service to focus entirely on growing Frontline Optics. Despite this, I remain connected to my firefighting roots by working as an instructor for a local Paramedic and EMT program, helping train the next generation of first responders. 

How did your experience as a firefighter influence the design?

When you're on the front lines, the environment can be incredibly chaotic. I remember how frustrating it was to crack, break, or lose my glasses in the middle of that chaos. Traditional sunglasses simply aren't durable enough to withstand the intense conditions we face. That’s why I wanted to create glasses that could endure the heat and the stress of the frontlines. But I also know that even the most durable glasses will eventually get lost or broken — that's just the reality of the job. That’s why I implemented the "No Questions Asked" replacement policy, ensuring that firefighters always have the protection they need without worrying about the cost of a new pair.

What were some of the challenges you faced when starting Frontline Optics?

Starting Frontline Optics came with its fair share of challenges. First and foremost, I was stepping into a completely new industry. I had spent my career as a firefighter and had no prior experience in the eyewear business or running a company. I had to learn everything from scratch — how to design a product, market it, manage finances, and deal with logistics.

Another significant challenge was figuring out how to create sunglasses that would meet the demands of first responders. I wanted them to be durable enough to withstand the harsh conditions we face daily, but also affordable and stylish. Finding the right manufacturer who could deliver high-quality products at a reasonable price was a daunting task. Additionally, I had to develop the "No Questions Asked" replacement policy to ensure that my customers, who are often in unpredictable and tough environments, could rely on their gear without worry.

Balancing the business with my personal life was also a challenge. At the time, I had two small children and a third on the way. Leaving the fire service to pursue this venture full-time meant taking a leap of faith, both financially and personally. But through all these challenges, the passion to create something meaningful that could give back to the first responder community kept me moving forward.

What sets Frontline Optics sunglasses apart from other protective eyewear on the market?

What sets our sunglasses apart from other protective eyewear on the market is the unique combination of durability, affordability, and a deep understanding of the needs of first responders. Unlike other brands, our sunglasses are specifically designed by someone who has been in the thick of it — someone who knows what it’s like to be on the frontlines. I created these sunglasses with the harsh realities of firefighting, paramedics and police officers in mind, ensuring they could withstand extreme conditions, whether it's rough handling or the unpredictable challenges of the job.

One of the key differentiators is our "No Questions Asked" replacement policy. I know firsthand that even the most durable sunglasses can get lost or broken in the field, and that’s why we offer this policy. It gives our customers peace of mind knowing that if something happens to their sunglasses, they can easily get a replacement without any hassle.

Additionally, while many protective eyewear brands focus on either style or functionality, we make sure our sunglasses excel in both areas. They are tough enough to handle the demands of the job, yet stylish enough to wear off duty. We also price them reasonably, so first responders don’t have to choose between quality and affordability.

Lastly, 5% of every purchase goes directly to the First Responders Children's Foundation, supporting the families of those who have made the ultimate sacrifice. This commitment to giving back further sets us apart and aligns with our mission to support the community that inspired our brand.

How do you envision the future of Frontline Optics? Are there any new products or initiatives on the horizon?

One of my aspirations is to have Frontline gear integrated into uniform and PPE budgets across the U.S., ensuring that first responders are equipped with eyewear that not only meets safety standards but that they’re excited to wear. We’ve already achieved z87 safety standards with our current sunglasses, but we’re not stopping there.

We’re actively developing accessories that will enhance our sunglasses to meet z87+ eye protection standards, making them suitable for even more demanding environments like shooting ranges, construction sites, and firegrounds. Our commitment is to continue expanding our line of OSHA-approved products, all while maintaining the stylish, rugged design that Frontline Optics is known for. 

Our primary focus has always been on serving first responders, but as we look to the future, I see opportunities to expand into other high-risk professions, such as aviation, where specialized eyewear is equally essential. Our goal is to provide durable, functional, and stylish eye protection that meets the unique needs of these professionals.

The future of Frontline Optics is about evolving with the needs of our customers, always keeping safety, functionality, and style at the forefront.