Could a product be best in class and you simply have missed it? The story of Scheyden Precision Eyewear (Pronounced SHAY-den) might be just that. The creators of glasses used by the best in the world, known by the best in the world, and unfortunately slipped by you. Possible?
Typically when the research begins for a Brand Story like this, it centers around a product. One that has shown growth, and through twists and turns comes out on the other side. Learning about Scheyden was a different animal altogether, because it really centers around a figure, and although you have most likely not heard of him, his brands have been recognizable and even a fixture in the golf world for a long time.
To understand Scheyden, we have to go back to the beginning, and that is about 35 years ago when West Coast Trends, Inc was founded by an entrepreneur by the name of Jeffrey Herold. It was about 35 years ago when Herold had an idea for a neoprene cover to protect golf clubs heads, which was an invention perfectly named, The Club Glove.
The Club Glove very quickly became one of the most popular options with golfers and Herold spent the next year designing what would later be known as “The Last Bag”. This of course is one of the most popular golf products ever created and certainly the most popular in golf travel.
Full Stop. Why are we speaking about golf travel and covers and Club Glove? We are getting there, stay with us.
In the late 90s, Herold followed another passion, flying, and due to the success of Club Glove, he was able to purchase a personal aircraft. This led to both a question and a solution. Enter Scheyden Eyewear. Struggling to find high-quality, functional sunglasses for use in the cockpit, Herold created a brand tailored to aviation enthusiasts.
Scheyden (pronounced SHAY-den) was a passion project. Built for quality. Created for use. Made for anybody that wanted better. Was it only a project built to ride alongside Club Glove or was there deeper motivation? Jeff Herold explains:
“Although flying is a personal passion, my greater drive lies in crafting top-tier products across various categories. Scheyden was born out of a desire to create the finest eyewear for aviation, a mission we accomplished by outfitting elite pilots, including several United States Air Force Thunderbird teams.”
What makes this eyewear different? What makes it unique? Being boutique can mean a lot of different things. In the case of Scheyden, it means independence that allows for prioritizing quality and the best materials in the world. Yes, that sounds like marketing, but it’s not wrong. Where products are made, what they are made out of and so much more is the great divide in the eyewear world and Scheyden is top notch at every step of the way.
With the distribution of Club Glove, Scheyden was off to a solid start and able to be seen on golf courses and other outlets. Known by pilots and tour professionals, the eyewear was adored by those that used them, but still relatively unknown by the masses, especially in golf, which has an influx of mass marketed brands such as Oakley and others.
Were their moments of doubt? Herold explains:
“Certainly, there have been challenging years where we barely broke even or even incurred losses with our boutique sunglass line. However, our unwavering commitment to quality and excellence has kept us moving forward.”
Despite being a leader in aviation, the golf and lifestyle sectors were not as robust. The Club Glove brand being led now by Acushnet changes all of that. The aviation segment is rather small compared to golf, and the company has never wavered on the idea that they make the best products in the world. With more resources available, they can focus their attention to design, quality and customer service for Scheyden overall.
At this point you are probably wondering what the big deal is. Eyewear is about style and protection, what makes one better than the other? Let’s start with the lenses, and rather than explain it, Jeff Herold shares his thoughts:
“There are several different lens polymers in the optical world that can be used, however the overwhelming majority of sunglass companies use polycarbonate to produce their lenses. We use a unique polymer out of Japan that has clarity similar to mineral Glass. Polycarbonate is a wonderful material as it is nearly unbreakable and in plentiful supply at a very economical price. The only undesirable characteristic of polycarbonate is, it lacks the optical clarity that many other materials offer in the industry. Here at Scheyden, we spent months formulating the perfect tint within the “visible light spectrum” for golf. Different lens tints can have unique effects on the human brain and how we see things. We feel that our golf specific lenses (LT33 and LT16) enhance both the golf course and the experience of playing the game better than any other lens technology in the industry. These lens tints are pleasant for multiple uses and are not limited to just the game of golf, though golf is what they we were initially designed for.”
They choose Japanese manufacturing, while so many other brands go with low cost alternatives. Why? In a nutshell, the craftsmanship in Japan is renowned in the optical industry for quality and precision. Working with artisans, their goals align on attention to detail. There are no short cuts.
What does any of this mean for the golfer? There are few players in the world of golf more known for their shades than David Duval. He is a recent convert to Scheyden after years wearing another brand. Duval isn’t the only one either, as it appears the number wearing them on various tours grows by the week. It comes down to a simple thought of quality and performance. Can your sunglasses offer this, and if not, why?
Scheyden Precision Eyewear believes they make the best in the world. They believe their lenses are not just different, but better and the overall package will make a believer out of golfers everywhere once they get a chance to try them. For more information on their products and styles, check out their website at www.scheyden.com.
