Keesh Goggles LLC was founded in the late spring of 2016 by Patrick Sullivan and David O'Hara who set out to end the banality of sunglass frames on college campuses. College students spend hundreds of dollars on sunglasses only to lose them repeatedly in the ocean, at a party or in a bar. Young adults are yearning to define themselves, and sunglasses are one of the few accessories that can help them stand out of a crowd. Nevertheless, college students stick to bland styles because they naturally gravitate toward top-of-mind brand names. Further market research revealed that consumers are afraid to buy exotic brands and styles because of a self-consciousness desire to blend it. There exists a dichotomy between the perception of one’s image in a pair of sunglasses and how the frames actually look on the wearer. Men and women want to be told they look good in a pair of sunglasses before they purchase them. They want to feel confident in their frames. Keesh Goggles took an interesting approach to positive reinforcement. Keesh Goggles frames come with a story that reinforces a customer’s choice. Each frame is designed for having fun, for being crazy, for standing out. Humor helps destroy the negative self-perception that hinders students from branching out stylistically. KG sells a lifestyle, a crazy moment captured on Instagram or Snapchat, a memory. KG does not sell sunglasses; KG sells good times.