Walton Goggins Isn’t Kidding About His Eyewear Brand, ‘Walton Goggins Goggle Glasses’

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With a reputation for playing gunslingers, morally bankrupt preachers, and literal ghouls, Walton Goggins has long been a scene-stealer in shows like The Shield, Sons of Anarchy, Justified, and The Hateful Eight. With roles in Fallout on Prime Video, the next (and final) season of The Righteous Gemstones, and The White Lotus, the in-demand actor is busier than ever. And he’s been stepping out onto the red carpet lately with a particular set of sunglasses, with a bold look that’s part cycling sunglasses, part ski goggles. The brand? Walton Goggins Goggle Glasses, of course.

He knows that Walton Goggins Goggle Glasses sounds like something his character on Gemstones would come up with. “I mean, that’s an insane name, but it’s funny as shit, and you know, it’s not so different from Baby Billy’s Bible Bonkers,” Goggins explains over the phone. The design, which features ski goggle-style straps that can be swapped out for arms, was inspired by his love of skiing. Five colorways are available, and they retail for $150 each.

“I don’t live that far from a really cool little ski resort in the Hudson Valley, and I was skiing one day and sitting by a fire outside having a beer. And it was cold, and I put my ski goggles back on, and I thought, ‘God, these are wonderful. They’re so comfortable. I feel so cool in them. I wonder if I could ever make a version of these glasses that I can wear all the time.'”

Goggins worked with Revo, the half-century-old eyewear brand with NASA pedigree, on the hardware. The lenses are polarized and feature UVA/UVB protection. In short, the name may be funny, but the product is no joke. “I love sunglasses, and I’ve always loved sunglasses, going back to when I would see the customers of these restaurants where I had my first business, my own valet parking company when I first moved to Los Angeles. Everybody looked so cool. And I saved up my tips for a month and lived very close to the bone, and walked into Oliver Peoples on Sunset Blvd and bought my first pair, and I still have them today.”

As for the software, Goggins teamed up with GoDaddy on the website. He stars in the company’s upcoming Super Bowl ad for GoDaddy Airo, a new AI software that helps brands develop their website. “So between building the website and securing all of the domain names. I don’t even know what that was, to be quite honest with you. I have my Instagram address, and I have an e-mail address. I didn’t understand all of the different domain names and how you need to secure the rights to all of those things. Using GoDaddy Airo is tantamount to, in my world, having the perfect agent or the perfect manager because it is a system that gives you not only a road map, but gets in the car with you on your way to starting your own business.”

The actor may be modest about how tech-savvy he is, but Goggins has long had an entrepreneurial streak, including the valet business he started. “I had no help at all with my valet parking. I had a few partners, but this was 28 years ago, and it was really my first business. My second business was a personal trainer. I had no support whatsoever. No guide posts at all.” In addition to Goggins Goggles, he also founded a spirits company called Mulholland Distilling.

As for his main job, it’s kept him plenty busy. He shot the third season of The White Lotus in Thailand, and the series premieres on Feb. 16. “Obviously, I can’t tell you that much about it, but I can’t tell you that it was one of the greatest experiences of my life. And I can tell you that that Mike White wrote and directed it. I can tell you that we filmed it in Thailand. And I can tell you that this 3.0 version is very personal to all of those who were involved in making it. It’s something that we’re all very proud of and something that we can’t wait for people to see.”

Goggins had no time to recoup after wrapping White Lotus before starting his next project. “I literally went straight straight to South Carolina to the set of The Righteous Gemstones after being in Thailand for seven months. I think I stopped in New York for like five hours, just to do a Zoom call and I went straight there. And you know, what happened over the course of those three months is something that we’re all unbelievably proud of. Mark my words, Baby Billy will be on your radio come this summer 2025, that is the song that will be your summer vacation song. It’s already recorded and in the can.”