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Jena Knowles - Ambassador

Jena Knowles - Ambassador

At BEX we have a lot of people working behind the scene to provide product feed back and product testing. Our Ambassadors live in the same elements that our customers do, which allows us to provide real life images of the products being used. To give you a better understanding about Jena we asked her some questions that we thought might show a better relation to our customers.

Jena Knowles

Jena Knowles is a 4th generation rancher who lives in Oregon with her husband Trevor (who is a 13-time NFR steer wrestling qualifier & also loves BEX.) They have 1 daughter, Chaney who is almost 2, and Jena works as the PR Director at their local hospital.

I'm always grateful to have my BEX sunglasses! I spent years shoving a pair of expensive aviators back up my nose all day long. Since I tried my first pair of Bex almost 3 years ago, I haven't worn any other brand, and never will. I'm THAT hooked! They really do stay put!

Learn a little more about Jena.

B: Mountains or Prairies? 
J: Mountains

B: Spring or Fall?

J: Spring - baby calves and branding time!

B: Fresh Cut Hay or the smell after a Good Rain 

J: Fresh cut hay, that means it's summer! My favorite!

B: Favorite pet? 

J: Favorite pet is probably my mini horse Dusty. He serves zero purpose on the ranch but he's adorable and hates everyone but me, his loyalty has earned him the number 1 spot.

B: Dream vehicle?

J: I'm not picky, any clean vehicle that can't be used for ranch work. ;)

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Ghavert FX Reviewed by Tackle Wareshouse

BEX and Favorite Ghavert FX is probably one of the best fishing sunglasses on the market. Check out Tackle Warehouses review on this sunglass. For move about Tackle Warehouse, click here.

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BEX Official Sunglass of Ragnar

BEX Official Sunglass of Ragnar

We are happy to say that BEX is the official sunglass of Ragnar Relay Race. The idea to run an overnight 24+ hour running relay across the mountains of Utah was a lifelong dream of Steve Hill. The dream became a reality in 2004 when Steve, his son Dan and Dan’s college roommate, Tanner Bell, organized the first Wasatch Back Relay, spanning 188 miles from Logan to Park City, UT. Starting small, the Ragnar Relay Series has grown from a single relay in Utah to the largest overnight relay series in the nation. Some call it a movement. We call it Ragnar. To learn more about Ragnar and find a race in your area CLICK HERE.

Ragnar relay race

BEX sunglasses on the Today ShowThe Ragnar relay from Huntington Beach to San Diego California made a special appearance on the Today Show, when a group of runners ran for a noble cause. The team of 6 strangers ran to raise awareness about organ donations. We are just as happy to be a part of this moment as the 6 runners. To learn more about these 6 runners CLICK HERE to see the clip about these 6 amazing people and their cause.

By: Kevin Rugnetta
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Shane Hanchey Teams up with BEX

Shane Hanchey Teams up with BEX

We met up with BEX Rodeo rider Shane Hanchey, at the Clark County Fair in Logandale, NV. We are proud to have this young man representing the BEX brand in the Professional Rodeo circuit.  Shane was rookie of the year in 2009 and has not seemed to slow down since his inception into the PRCA (professional rodeo cowboys association). In 2013 Shane was the tie down roper world champion. Today he still ranks as one of the top tie down ropers in the professional rodeo circuit.

BEX Rodeo rider Shane Hanchey

Shane lead the 2nd round with a tie down time of 8.1 seconds at the Clark County Rodeo in Logandale Nevada.

For more information about what is going on with Shane Hanchey and the rest of the PRCA, CLICK HERE

By: Kevin Rugnetta
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Made in USA

Made in USA

BEX is dedicated to making products made in the USA. We decided to start making all of our sunglasses and cap displays right here in Las Vegas, Nevada. Doing this allows us to produce the best quality products and provide jobs to hard working Americans.

Laguna CNC router cutting sunglasses displays

To speed up the process we purchased the state of the art Laguna CNC router. 

 BEX sunglass display, metal breaking

Using a metal break to shape the full display allows us to make the displays using one sheet of aluminum. Only using one sheet of aluminum allows us to minimize the amount of waste we produce.

Hand assembling the BEX sunglasses displays.

By assembling the sunglass displays by hand ensures that we keep the highest quality.

BEX sunglass display production

Making sure every detail is protected is what keeps our displays looking their very best once they hit the retail floor. 

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WSOF Global

WSOF Global

BEX was a proud sponsor for the WSOF Global fight in Tokyo, Japan on February 7th 2016. We were featured in the program that was given out at the fight.

We would like to congratulate Evgeny Erokhin for winning the Heavy weight bout at the WSOF GC2. Evgeny was victorious over fellow American Brandon Cash "Money". To see the whole fight click here.

Evgeny Erokhin WSOF GC Champion

Below is the image that was featured in the program given out the night of the event.

Carter II advertisement for WSOF Global

About WSOF Global:

WSOF-GC (World Series of Fi Lighting Global Championship) is very honor that they can be held in Japan and to be  called the Mecca of mixed martial arts. We are not only the country enjoy the MMA, but we would like to hold the event in the Tokyo to educate those who don't know about MMA. 

WSOF-GC 2 In Japan, was able to invite the fighters from 9 countries some including, Singapore ,United States, France, Russia, Slovakia, South Korea, Poland, and Ukraine. WSOF Global is a corporation that will be come a contender for the best MMA organizations in the world. For more information on the WSOF Global, CLICK HERE.

To see the results from this fight event  CLICK HERE.

By: Kevin Rugnetta 
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High Country Bowhunter

High Country Bowhunter

 High County Bowhunter

We were lucky enough to be featured on's blog. There is nothing more important than making sharing positive customer feedback. Below is the article that the good people at High Country Bowhunter were nice enough to write.


I was given the opportunity to try out a pair of BEX Sunglasses. Now I know you may ask yourself why I would review sunglasses on a hunting blog and to you I would just have to say one thing; bowfishing. I walk the bank of the river or lake that I'm bowfhishing and seeing the fish sooner is key while bowfishing this way. The best lens to use while bowfishing, or fishing in general, is a polarized lens. This helps eliminate the reflection on the water allowing you to see beneath the surface and finding fish quicker.

When I opened the box and saw the pair of BEX Sunglasses, I was amazed at how light-weight they were. I tested out the ARSTYK II style of shades which are made of lightweight nylon polymer which allows for outstanding durability and flexibility. BEX has a whole line up of lightweight performance sunglasses made with either nylon or titanium. I know the big hype these days are minimalist and lightweight but with how lightweight these sunglasses are, it feels like they aren't even there.


I have been wearing these for awhile now and I can say that I have been very pleased with them. I have always had problems with sunglasses sliding down my face as I'm looking into the water with the sweat from the heat of the day. With this pair of sunglasses though I have very minimal slippage and they stay on my face. My wife has even taken them on her runs in the morning because they are so lightweight and they stay on her face.

Overall I would say that I was extremely pleased with these glasses. Will they make you a better fisherman or bowfisherman? No, but they are comfortable, lightweight, durable, and they stay on your face. They have some other great looking pairs of sunglasses as well as some great looking apparel. My advice, go check them out if you are wanting a new pair of sunglasses and you won't be disappointed.

To see the full article CLICK here. If your interested more about bowhunting check out their blog at highcountrybowhunter.com

Jason Bex
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BEX gets into Forbes

BEX gets into Forbes

How BEX Sunglasses Founder Jason Adams Is Taking On His Big-Name Competitors

Move over, Oakley and Ray-Ban and other high-end brands of performance sunglasses, there’s a new entrepreneur in town and his company, BEX, is offering an equally excellent product at a disruptive price point. And it’s gaining attention.

Jason Adams is the founder of BEX, a small business manufacturing performance sunglasses and outdoor gear that is sold online and in over 700 stores.

The BEX brand became known not through expensive marketing campaigns, but by word of mouth from the people who started wearing their gear. In fact, that is how we became aware of BEX. One of our employees had a pair of their shades comfortably resting on his head during a meeting. It wasn’t long before the rest of our crew, the majority whom are outdoor enthusiasts, also began sporting the brand.

We soon discovered the BEX recipe for success and why they have continued to double in revenue every year since launching the brand in 2009.

Jason’s business strategy remains true to his roots. “Where you come from and what you stand for will be tested through success, failure and sometimes heartbreak,” said Jason. “Life will always throw at you plenty of reasons to give up. My life as an entrepreneur isn’t much different than my life on the rodeo circuit in this aspect.”

Jason launched his business in Logandale, Nevada, population around 3,000, located an hour east of Las Vegas, which places it in the middle of nowhere – and that suits Jason and his employees just fine. “When you don’t have a lot, you make the best with what you have,” said Jason.

When Jason’s father learned his son was going to make sunglasses for a living he said, “Now, son, you know a lot about a lot of things, but you don’t know anything about sunglasses. How are you going to build a business based on them?” Jason answered that question in his actions by shadowing experts who understood the industry and he also dedicated his time to learning the basic fundamentals of business. He was intent on being the best and building a successful company, so he asked for help from anyone who was willing to let him learn by their side.

“We work very hard to offer the perfect balance of style and performance,” he added. “We did our homework when it came to developing first-class manufacturing and inventory processes.”

He hires good people who can wear multiple hats. For the past decade he has created significant profit with only 11 people. BEX recently opened an in-house production facility in North Las Vegas located next door to their sales office. BEX will now be producing 20% of their plastic sunglass frames domestically.

We asked Jason to share the lessons that have intertwined his cowboy and entrepreneurial experiences with the hope of helping other small business owners. He was happy to oblige.

The first lesson Jason shared with us is how important riding lessons are. You’re going to get bucked off a few times while riding a horse or building a business. “The more you know, the longer you’ll stay in the saddle and if you fall, the more likely you are to get back on,” he said.

Jason is a veteran rider. He knew that cowboys and other extreme outdoor sports enthusiasts go through sunglasses faster than perhaps any other piece of gear. Polarized, lightweight, sunglasses are a necessity if you make your living outdoors, especially if you are participating in extreme sports.

The entrepreneurial chapter of Jason’s life kicked into high gear when he traded in his boots and saddle and just about everything else he owned to build a business that first offered sunglasses and later moved into the broader apparel market.

“My gut just knew that there was something there,” said Jason. “I knew what I wanted in a superior pair of sunglasses, and I wanted to build them. I wanted them to be able to stand toe to toe with the big dogs on the playing field, but I also wanted them to stay on my face while participating in extreme outdoor sports. This type of sunglasses generally retails for over $100 a pair. I wanted to create something that would last perhaps for a lifetime.”

Shortly after Jason realized his dream of creating BEX in 2009, he began combing search engines and library books to learn about manufacturing, polymers, techniques and every application that would be needed to hit the ground running in the industry.

“I got to work and put everything I had into it,” shared Jason. “If I was going to build sunglasses, they had to be the best. There’s no use in building something that is not world class.  They needed to be lightweight and remain in place regardless of whether you were getting bucked off a bull, skiing down a mountain or running a marathon.”

He added that it is also important to hire people who have a commitment to doing things the old-school way with respect, craftsmanship and excellence. “Humble, caring, hardworking people are blessings,” he said.

“The life of an entrepreneur is never in balance,” explained Jason. “You’re going to have incredible highs and lows. After making our landmark sales that would turn the tide for our company and feeling like I was on top of the world, I received a call from my wife with news that there would be health complications with our son that was about to come into this world, and shortly after that I would lose my son and then my father. The life was knocked out of me. That is why it’s important to surround yourself with people who can go the distance with you, not when it’s easy but when it’s incredibly tough.”

Jason’s father was Wes Adams, a successful contractor from Las Vegas who put work ethic and integrity as the guiding principle of each and every lesson he taught his children. Jason noted that one of the most important things his father did for him before passing was to connect him with the man who would become BEX’s CFO/COO, Brian Gardner.

“My personal trials ignited an incredible spark in Brian,” shared Jason. “He dug in even deeper and created even more new opportunities for our business.”

“That’s just what people do for one another,” Brian told us. “When someone on the team needs help, you help them. You find it within yourself to help carry the load. So often in business today we hear about how a leader or a team dropped the ball. It’s rare to find associates who carry the ball for you when you need it most. Our team believes this forges a bond that can transcend the pitfalls of business.”

The road to success was never easy for Jason and his team. Early in his BEX’s history he tried to build a factory in Italy. It proved to be a costly mistake. He ended up with nothing after burning through all his savings. “I learned one of the hardest and most important lessons of my life,” said Jason. “You have to be strong enough to face that most days it’s going to be a risk-filled lonely world if you’re an entrepreneur.” He and his new wife struggled to figure out how to go on with just $600 to their name.

Jason then had to take a long, humiliating trip to see his father and explain his mistake across a desk at his office. Much to Jason’s surprise, his dad started laughing and said, “Well, you won’t be doing that again anytime soon, will ya?”

Jason walked out with no more money in his account than when he walked in, but with an invaluable lesson. Jason can tell you story after story about the hard knocks he has taken while growing as an entrepreneur. He strives to stay grounded and humble while always keeping his eye on the prize. He believes this is one of the most important elements of building and maintaining BEX as a great company and a brand with meaning.

“Never sacrifice who you are or what you stand for, especially when you fall,” he said.

Jason still stands when anyone enters the room. His genuine kindness and manners that seem to be from a different era are as disruptive as his sunglasses’ price point. He’s going to arrive 15 minutes ahead of time, remember your name, honor his promises and leave you with more than you asked for. Perhaps that is the key to his ultimate success.

Additional reporting for this article provided by Mary Michelle Scott, Fishbowl President.
To view the whole article CLICK HERE
Jason Bex
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