written like an advertisement . please help improve it by removing promotional content and inappropriate external links and by adding encyclopedic content written from a neutral point of view . july 2016 learn how and when to remove this template message maui jim type privately held company 1 industry fashion manufacturing founded lahaina hawaii u.s. 1980 2 headquarters peoria illinois u.s. key people jim richards founder products sunglasses eyewear apparel website www.mauijim.com maui jim is an american based manufacturer of sunglasses based in peoria illinois and marketed worldwide . 3 a majority of their lines are marketed with an oceanic and hawaiian theme stemming from their foundation and location in hawaii . in addition to their non prescription sports and fashion sunglasses maui jim currently produces prescription lenses for their designs 4 including progressive lenses . maui jim hosts its own prescription lab in peoria il . maui jim was originally launched on the hotel pool decks of maui hawaii . the brand was introduced in the mainland states in 1988 via distributorship by owner bill capps based in northern california . citation needed maui jim originally had its main distribution center in lahaina hawaii but moved to peoria after buying rli vision the original vision insurance and vision care products unit of rli corp in december 1996 . the transaction was structured such that rli corp became a major shareholder in maui jim which has continued to the present . 5 maui jim maintains an office and store front in lahaina that is open during week days to the public for repairs and retail . also in north america is their mississauga ontario office in canada which serves as a repair and distribution center . the peoria illinois office expanded to include a retail store at the end of 2015 as well as repairs . in 1999 forbes magazine listed maui jim in their 100 things worth every penny article . 6 in 2015 and 2016 maui jim was selected as the best sunglass company in vision monday and 20 20 magazine s eyevote reader s choice awards . 7 contents 1 technology 2 business 3 references 4 external links technology edit maui jim lenses block 100 % of all harmful uv rays and 99.9 % of glare . the lens technology uses nine layers of polarization . the two most outermost layers are a waterproof and oleo phobic coating . the oleophobic coating repels grease making the inside and outside of the lens water and oil proof . the lens also has anti reflective treatment which prevents against bounce back glare or uv light that is reflected off of the back of the lens . the next layers consist of a clearshell scratch resistant treatment surrounding two layers color enhancing lens . the centermost layer is a polarizing film which makes it possible to see below the surface of the water . 8 maui jim has three gradient coatings the bi gradient the mauigradient and blue hawaii the bi gradient lens provides a dual gradient that protects the eyes from light coming from above and light reflection from below . this technology squints for you because it eliminates glare surrounding all aspects of the eye . the mauigradient lens appears darker at the top and lighter at the bottom . blue hawaii is the most recent addition to their mirror coatings . it features a blue flash mirror lens over a neutral grey lens base . maui jim features four lens colors neutral grey maui rose hcl bronze and maui ht . the neutral grey is the darkest of the maui jim lenses . it is meant to be worn in bright direct sunlight and provides the most sun protection . the maui rose is the second darkest of the lenses . it is best for fast action sports and can be worn in any sunlight from bright to overcast . similar to the maui rose the hcl bronze can be worn in practically any form of sunlight . as the third darkest lens the hcl bronze is good for driving and enhances colors . the lightest of the lenses the maui ht offers the greatest contrast for a brighter view . this green lens is best for golf and baseball where it is essential that the color of the ball pop . maui jim offers five different lens materials mauibrilliant superthin glass mauipure polycarbonate and maui evolution . mauibrilliant features optics nearly as clear as glass with just one third of the weight . superthin glass provides the best optics out of the five lenses . while it is the heaviest out of the five materials the superthin glass is 20 % lighter than standard glass citation needed . the mauipure is the most light weight out of the five . it combines the optics of the superthin glass with the shatter and scratch resistance of the polycarbonate lens . the polycarbonate lens features the most shatter resistance making it great for activities . the maui evolution lens features the shatter and scratch resistance of the mauipure but with better optic quality . 9 business edit maui jim s target demographic for sunglasses markets to those who value a good quality of life and the utmost eye protection . their classic styles and high tech lens give their sunglasses a sort of functional elegance that makes them desirable and fashionable . 10 in a highly competitive market with competitors like oakley inc. and ray ban maui jim s mission to set itself apart is to educate consumers on the dangers of uv rays . short term sun exposure can lead to sunburned eyes or snow blindness . maui jim has tried to break the common link between sunglasses and summer since snow reflects almost 80 % of uv rays . the uv intensity rises 3 % for every 400 meter increase in altitude . 11 maui jim sunglasses often cost between us 150 and 350 . 12 today timeframe maui jim offers over 125 different styles of sunglasses that are all 100 % polarized and all protect against 100 % of uva uvb and uvc rays . 13 references edit maui jim inc . data.com connect company directory . retrieved 2014 03 04 . about us . maui jim . retrieved 2014 03 04 . maui jim got its start in 1980 as a small company selling sunglasses on the beach in lahaina hawaii company overview of rli vision corp. . bloomberg businessweek . retrieved 2014 03 04 . jargon julie 2005 12 05 . do baby boomers equal bright future . crain s chicago business . retrieved 2014 03 04 . non prescription maui jim sunglasses retail for between 169 and 349 while prescription versions can cost as much as 700 or more . jargon julie . do baby boomers equal bright future . crain s chicago business . retrieved 9 november 2015 . 100 things worth every penny . forbes . 1999 10 30 . maui jim retains status as best sunglass company dfni . duty free news international travel retail news . retrieved 2016 01 15 . choose the right lens pdf . maui jim . retrieved october 26 2015 . http www.mauijim.com en technology bennett chris april 10 2015 . does more mean more for maui jim . the optician 249.6497 . retrieved 9 november 2015 . bennett chris april 17 2015 . land of the midnight sunglass . the optician 249.6498 . retrieved 9 november 2015 . jargon julie . do baby boomers equal bright future . crain s chicago business . retrieved 9 november 2015 . http www.mauijim.com en aboutus external links edit official website retrieved from https en.wikipedia.org w index.php title maui jim & oldid 738045724 categories sunglasseshigh fashion brandseyewear brandscompanies established in 1980privately held companies based in illinoiscompanies based in peoria illinoisluxury brandssurfwear brandsfishing equipmentlahaina hawaii1980 establishments in hawaiihidden categories articles with a promotional tone from july 2016all articles with a promotional toneall articles with unsourced statementsarticles with unsourced statements from april 2015articles with unsourced statements from july 2016 navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to 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