Protect Your Vision with Frontline Optics Sunglasses

By: Frontline Optics

When Mike Ettenberg was a firefighter for the City of Coronado, sunglasses were one of the only items that allowed him to express his personal style in a job that required a very specific uniform. But when the alarm rang and duty called, his shades always seemed to get scratched, cracked, broken, or lost in the chaos of the job. The frustration of constantly replacing his sunglasses stayed with him long after the fires were put out.

In July 2021, Mike decided he could do better. With $5,000 in savings launched Frontline Optics with 300 pairs of sunglasses. His vision was simple yet bold: create durable, affordable sunglasses that could withstand the unique challenges faced by frontline workers, while still looking great. Each pair is “battle-tested and designed to go through hell and back,” with a no-questions-asked replacement program for lost or damaged glasses.

By October 2022, the brand had caught fire, growing quickly beyond Mike’s expectations. He decided to leave the fire service to focus on Frontline Optics full-time. However, even though he left the field, Mike’s passion for the profession remains strong—he continues to work as an instructor for a local paramedic and EMT program, helping to train the next generation of first responders. And with every purchase, 5% of the proceeds go to the First Responders Children’s Foundation, supporting the families of frontline workers.

Sunglasses That Work as Hard as Frontline Workers Do

First responders are some of the hardest-working individuals in society, and their jobs come with no shortage of risks. Firefighters experience one of the highest rates of injury (with nearly 67,000 injuries occurring in 2022 in the line of duty), while paramedics and EMTs often face long, grueling hours in high-stress environments (Source: National Fire Protection Association, 2023). For these individuals, protecting their vision is essential, but until Frontline Optics, there wasn’t a sunglass brand that was specifically designed for their unique needs.

First responders—firefighters, paramedics, EMTs, police officers, and others—work in high-risk environments, perform physically demanding tasks, and are consistently exposed to hazardous conditions. The U.S. Bureau of Labor Statistics explains that firefighters often encounter dangerous situations, including collapsing floors and walls and overexposure to flames and smoke, giving the profession one of the highest rates of injuries and illnesses of all occupations (Source: U.S. Bureau of Labor Statistics, 2023)

In emergency services, quick, clear decision-making is critical, and any compromise in vision can mean the difference between life and death. And while helmets, gloves, and other protective gear are mandatory, sunglasses are often overlooked. Yet, in many cases, they can be just as important. The glare of the sun, debris, or exposure to UV rays are all hazards that can affect a first responder’s ability to perform.

Mike understood this problem, as someone who spent nearly ten years on the front lines himself. He knew firsthand the importance of having gear that could be relied on, no matter the situation. As Mike puts it, “I created Frontline Optics after realizing that no other brand had a focus on us, the frontline workers.”

From Firefighter to Entrepreneur

For nearly a decade, Mike worked in Fire and Emergency Services, where his sunglasses were a necessary tool for protecting his eyes on the job. But while plenty of brands made sunglasses, none were designed for the kind of wear and tear frontline workers experience daily. Mike explains, “While there are a lot of different sunglass brands out there, there aren’t any designed specifically for us, the frontline workers. So I set out to design sunglasses with “us” in mind – high-quality, polarized sunglasses that are durable, affordable, and ultimately represent our lifestyle.”

Sunglasses offer frontline workers a rare chance to express their individuality, as they often wear the same uniform day in and day out. Frontline Optics provides a range of designs, allowing these professionals to showcase their personal style while still enjoying the practical benefits of quality eyewear.

The durability of Frontline Optics sunglasses is central to their design, but Mike knew that even the toughest sunglasses wouldn’t last forever in the demanding environments first responders face. That’s why Frontline Optics offers a replacement program. If a pair is lost or damaged, customers can reach out, and Mike’s team will send a new pair—no questions asked.

Giving Back to the Frontline Community

Frontline Optics isn’t just about creating high-quality sunglasses. From the start, Mike knew he wanted the brand to give back to the community that shaped him. That’s why a portion of all sales go to the First Responders Children’s Foundation, a charity that supports the children of frontline workers who have been injured or lost their lives in the line of duty. For Mike, it’s not just about selling sunglasses; it’s about making a difference in the lives of the people who dedicate their careers to keeping others safe.

Today, Frontline Optics offers a variety of styles, including men’s, women’s, and prescription sunglasses, each designed to be as resilient as the frontline workers they serve. Every pair tells a story of strength, durability, and grit—just like the people who wear them.