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Mike Parnell, Oakley's CEO, is the chief architect of the firm's chic sales policy. In 1985, the year Parnell joined Oakley, the glasses were sold everywhere. "No one at bottom knew around them," Parnell says, "so it wasn't prominent at department stores, but it was sold at other quarrelsome retailers. If you had a van, you had a dealership. It was pretty ugly."
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