Serengeti, the iconic luxury sunglasses brand has made a significant number of key new hires following its recent move to Carlsbad, California from Lyon, France.

Executives in the areas of marketing, creative direction, and product development will lead the company’s innovation at Serengeti’s new North American headquarters. Serengeti is part of the Bollé Brands stable of brands and will now operate all global brand functions out of Bollé Brands’ North American office.

The move marks a clear goal to re-energize Serengeti’s coastal American roots, the creative soul of the brand. The new appointments include a number of high-level positions in brand and product development that will further enhance Serengeti’s US and global growth.

“I’m delighted that with Serengeti back home in the US, we are now able to concentrate on furthering the brand’s soul through outstanding, authentic brand and product innovation, driven by an experienced, dedicated and highly creative team. These new appointments join a vibrant community of disruptors passionate about delivering the best performance-driven luxury eyewear for our customers. I look forward to seeing everything they will achieve,” said Peter Smith, CEO of Bollé Brands Group, the parent company of Serengeti.

Serengeti’s new Vice President of Brand, Joe Freitag, has assembled a team that includes:

Diego de Castro (Global Brand Director) With extensive experience in the industry, De Castro joins Serengeti from Maui Jim, where he spent the last six years in leadership roles across Brand and Marketing, most recently as Senior Global Marketing Director. De Castro also spent part of his career as Product Manager with Essilor Luxottica.

Tony Larson (Global Creative Director) Larson has spent the past several years as SPY+ Optic’s Global Creative Director and has been promoted to lead the creative direction for Serengeti as well. Tony’s extensive creative background and help leading the revitalization of SPY+ will play a critical part in building Serengeti’s next phase.

Tyler Andersen (Product Line Manager) Andersen started his eyewear career as an optician and spent the last eight years working for online-prescription leader SportRX. He brings a strong understanding of the optical channel and premium eyewear market.

Alongside these senior appointments, the company has also made a number of new hires across marketing, and graphic design, continuing to further Serengeti’s approach to creativity, style, and innovation at all levels of the organization.

“Putting the right people in place means everything. With this growing team in place there is no doubt that we will bring forth a new era of innovation, authenticity, and style to the brand – all the while staying true to Serengeti’s essence of American soul and heritage,” said Freitag.

About Serengeti:

Part of the Bollé Brands Group, Serengeti was born in 1982 with a single mission – to deliver the best driving lens in the world. Leveraging Bollé Brands’ over 140 years of R&D in advanced optics, our revolutionary 3-in-1 mineral glass lenses combined polarized, color enhancing, and photochromic technology in a single lens. Wrapped in the highest quality hand-crafted frames, Serengeti quickly became synonymous with the freedom of the open road and became the eyewear of choice for Hollywood’s rebel creative culture. Today, Serengeti upholds this tradition of craftsmanship, innovation, and spirit of pure unabashed freedom to create soulful eyewear. To learn more please visit

About Bollé Brands Group

From its global headquarters in Lyon, France, Bollé Brands Group is a world leader in the design, conception and production of innovative and sustainable performance sport, lifestyle and fashion sunglasses, ski & bike helmets, and goggles. The global Bollé Brands team operate at the forefront of design, technology, performance and fit across its flagship brands Bollé, Bollé Safety, Serengeti, and Spy+.