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Dragon Alliance Eyewear was started in a garage in Capo Beach, CA, by Will Howard in 1993. Howard aimed to create a company that encompassed his passion for surfing, snowboarding, and riding dirt bikes. Enthusiasm and knowledge of the market bore Dragon's first and still primary product: sunglasses. Dragon sunglasses began appearing in local surf shops in California before expanding to Hawaii and Florida, and later in Australia and other international markets.
Years later, Dragon sunglasses are seen everywhere, with a very diverse collection of products in all eyewear categories. Still run by Will Howard, Dragon remains a free-thinking alternative brand that appeals to the core participants of action sports. Dragon endures as one of the few independent brands in the sunglass and snowboard goggle market, and continues to grow and lead the youth lifestyle market.