Which brings us to the tank.
Any day now, a World War II-era Soviet T-34 tank will arrive at One Icon Drive.
"Bringing a weapon of war into this country is kind of an interesting challenge," Baden says. Still, he sees it as yet another opportunity to reinforce the unconventional Oakley ethos.
"I'm requiring that everyone at this company get a tank- driver's license," he deadpans. "New hire? Great, here's your new-employee paperwork. Now get out there and drive."
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Image: A model wears a pair of Oakley sunglasses at the Oakley Fall 2006 fashion show in New York City. | Photograph: Paul Hawthorne/Getty Images
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