Electric Purges Bolt Logo From Website

by The Editors on April 30, 2014

Electric Ba

Remember that Electric “lightning-bolt-in-a-circle” logo that was causing so much grief like yesterday? The one that looked surprisingly similar to a logo found in secret Ku Kluz Klan documents? Well, it’s been purged from the Electric website entirely (see the before and after above). Gone. Now the site’s header simply says Electric California, just like their URL. Fast work on the part of Kering’s action sports accessory brand. And likely the right thing to do considering the backlash.

Meanwhile, check out hese fabulous new watches? The Electric Dive 02 is a dressy, sporty, fashionable watch that still has the lightning bolt logo on it’s face. Can’t change everything overnight right? Click the link for more on the watches.

Dive 02

[Link: Electric California]

{ 5 comments… read them below or add one }

Electric Klan April 30, 2014 at 3:23 pm

Yeah and did you notice their collaboration partner REPOP-MFG purged all of their rings with Swastika logos off their site as well. Also Jamie Mathis (the REPOP-MFG owner) was quick to post the true definition of Swastika on his news blog….. As if it’s not the official logo of the Nazi Party…..Really LAME! Wonder when we will get another delusional denial from Eric Crane?

OGforlife April 30, 2014 at 7:32 pm

A friend reminded me of Electric’s WHITE POWDER themed booth in Vegas. From 2007-ish to 2009 (more than 1 year) Electric’s SIA booth theme was “WHITE POWDER”; all employees/reps wore everything white; shoes, pants and ‘white powder’ shirts. They had 20′-30′ banners. shirts. stickers, you name it all with 2 words; white powder (with a electric logo in the O on powder). I remember well, they gave me a ‘white powder’ shirt and only wore it once because everyone thought it said ‘white power’ (with the Electric logo). At the time, I thought it odd that Electric as a brand, as witty as they thought they were, would want ‘white power’ association. Again, once you were outside the trade show, at a glance, you essentially had a white shirt on proclaiming WHITE POWER in black caps. The Electric logo in the word ‘powder’ threw your eyes off a bit and it looked like ‘power’ which at the time seemed the point/pun. It would otherwise be a witty yet fading memory of a trade show booth had it not been for the new KKK inspired logo and their association with Repog.

Not only do they do multiple collaborations with Repog they named the owner/CEO as an ambassador of the brand!? Who at Electric hangs out with that dude to the point of naming him an ambassador of the brand?

I mean hears a guy that masks the selling of Swastika jewelry to white supremacist (he looks like an extra from ‘Sons Of Anarchy’) behind some American Indian BS. You really think American Indians would buy Swastika rings and necklaces? Where’s the logic in that? I mean they were the first ethnicity to get it (by ‘get it’ I mean damn near wiped out as a race) from white people in America. I really have a hard time believing that anyone would think that American Indians are lining up to get their new Swastika rings from Repog.

Whoever at Electric that is so enamored by Repog to name their CEO an ambassador to the brand has screwed the pooch on this decision. Had it not been for the Repog collaboration the whole logo mix up would likely be water under the bridge by next week.

When you think about the ‘WHITE POWDER’ themed all white trade show booth, along with the Repog colab, as well as the blatant SS-ish new logo, it’s hard not to see a pattern. Who has the power to wield such decisions that has been with Electric that long? My guess is the Kering group will start there. This’ll be an interesting summer at Electric, stay tuned!

Simpleminds April 30, 2014 at 8:16 pm

@Electric Klan: you’re so right about the Repopmfg thing. I have been following this Electric issue since it started on here and noticed that Repopmfg was posting all this: http://web.stagram.com/n/repopmfg/ – the guy doesn’t seem very educated to begin with and he seems to search the internet to try to “teach” everyone about the history of the symbol. Everything he post is based on a simple Google search. I’m sure the CEO of electric (Eric Crane) called up Repopmfg begging him to take all the swazi stuff down – pretty funny actually! I know several people in this industry and as I read through the other comments regarding Eric and others at electric, people are pretty harsh! The unfortunate part is, the people that I do know in the industry all say the same things about Eric (and Mike Nelson) – so maybe there is some truth to all this… As you said, when will the delusional denial take place? Or will Kering step in and get rid of those people (eric crane and mike nelson) who have ruined a once respected brand?

BroBra May 2, 2014 at 7:10 am

BroBra Team. White Caucasian Team? Really? How did I not notice all this stuff before?
http://www.electriccalifornia.com/snow
http://www.electriccalifornia.com/surf/

Upwitha JONES May 2, 2014 at 9:23 am

Dear Eric Crane & Electric,

Your doing a great job in the knock off business!!

You’re doing an awesome job knocking off emerging brands that actually have talent and now you can add the KKK to your list of knock off accomplishments. So, Who’s next? You have to be so proud of your winner takes all mentality… So…awesome news!!! You won!!!
Keep up the rad decision making – you’ve done a great job at making a mockery of yourselves and the Electric brand.

Keep it up,
Jones

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