Bob Soven is happy making a living doing what he loves and doesn't mind being all business, all the time. Here, Bob demonstrates the happy approach to the 9-to-5 lifestyle in the new Discord. Music by The Unknown Komic: http://soundcloud.com/the-unknown-komic

It's been nearly a decade since John John Florence joined the SPY family, and he has since grown from a grom phenom to the clear leader of the new guard. Like the classic punk and metal music that fill his head space, he's applying technical mastery, speed, distortion and heavy amplification to an expanding catalog of new school tricks.

Happy to sit on your face... was SPY's latest billboard in Encinitas, CA and its first in a series leading up to next spring's release of a new patent-pending product called the Spy Happy Lens. The billboard sparked quite a controversy and despite its immensely positive reception by local citizens (70% approval on www.patch.com poll), a few complaints lead to its removal by the advertising space's owner just a week after its erection. Supporters of free speech and fans of Happy rallied behind the cause with a little "tongue in cheek" protesting on the morning of its removal, with local traffic showing their endorsement of the message. A follow up billboard will take its place, but in the meantime, Happiness will still prevail.

A Happy Disrespect for the Usual Every great brand has a mission and vision statement—it's what guides them. At SPY, we like to think of ours as more of a "special purpose." We are a collaboration of extraordinary, athletes, designers and inspired people expressing a common delight for the unusual with a purpose of creating unique and innovative products that allow people (especially action sports addicts) to look better and feel better while doing the things that make them feel most alive. What guides us is a Happy Disrespect for the Usual way of looking [at life].

SPY joins Hurley and the ASP's top 34 surfers in the world as the official eyewear sponsor of the 2012 Hurley Pro at Lower Trestles, considered one of the favorites by surfers and fans alike. SPY's sponsorship shows its commitment to surfing—something the brand was founded on in 1994—and looks forward to co-sponsoring one of the most watched professional surfing webcasts of the season. As the sixth stop of ten different World Championship Tour (WCT) venues this season, the Lower Trestles event is a perennial momentum builder as the title chase flares up during the back half of the season. John John Florence, SPY team rider and current WCT #3, will be bringing his smooth yet explosive surfing to Trestles' hallowed grounds, as he seeks to gain valuable points in his quest for his first WCT title. Taking place during the waiting period of the Hurley Lowers Pro, SPY professional surfer Torrey Meister will also be competing against seven of his fellow Bud Light Lime Surf Series (BLLSS) rivals, vying for a slot in the Hurley Lowers Pro Expression Session where he will surf against four of the WCT's elite 34. SPY will also air two new commercials throughout the live broadcast and run Instagram and Facebook giveaways tied to the world-renowned event. Sunglasses will be available for purchase at the Hurley pop-up store. Surfline, official forecaster of the Hurley Pro, is predicting a mix of South and South-Southwest swells to fill in over the weekend, suggesting a strong likelihood the event will begin Sunday, September 16. If you can't make it to the Lower Trestles venue be sure to tune into the live feed on your smart phone or online at www.hurley.com/hurleypro/, and stop by www.facebook.com/spyoptic for a chance to win SPY product during the event. For more information about SPY, log-on at www.spyoptic.com, www.facebook.com/spyoptic, Twitter @spyoptic and @spyoptic on Instagram. For more information about the Hurley Lowers Pro, go to www.hurley.com/hurleypro/

SPY teamed up with Push from The Seventh Letter to provide a facelift on the wall of Pacific Northwest retailer EVO to spice up the neighborhood. The piece currently graces the west side wall at the corner of 2nd and 36th Streets in Seattle, home of EVO's retail showroom. Check out the continuing collaboration between SPY and The Seventh Letter over at www.spyoptic.com/collection/artist-collabs

The California based eyewear brand Spy built this unique commercial to be a playful expression of its youthful, irreverent point of view by bringing an action sports approach to road cycling, as well as sending a "Youth Against the Old Guard" message. The idea was born of this: Matthew Busche—Spy athlete and 2011 U.S. National Road Race Champion—trains a lot. To be the best requires tremendous focus and hard work—which equates to pain. To get through it, Busche says his mind drifts in and out of daydreams. Told through the prism of Busche's daydream, viewers journey with him as he imagines himself hitting the alluring trails of California's coastal mountain ranges and doing some crazy stuff on a bike strictly built for pavement. SPY asked its mountain bike freestyle rider Mike Montgomery (Teams Specialized and Monster Energy) to stunt double for Busche's wildest fantasies of doing things on his road bike that no one else has done before. That is, until Montgomery did them for him. This spot was originally built to air mid-May in 2012 on NBC during the Tour of California (TOC) cycling race. Going into the event, Busche was set to play an important role in the TOC for Team Radio Shack-Nissan-Trek. To see this commercial's extended version and behind the scenes story, go to http://www.youtube.com/watch?v=Gr1vdCmxE3k Director: Jason Baffa Director of Photography: Scott Kassenoff Editor: Ian Douglass/Salt Producers: Devon Howard & Michael Marckx for SPY Produced in Association with Jason Baffa Films Writer/Creative: Michael Marckx Art Direction: Micah Dunham Camera: Andrew H. Petersen, Jason Baffa, Scott Kassenoff Original Music: Michael Gatt Audio Post: Gattsound, Santa Monica Stunt Man: Mike Montgomery

SPY + Ken Block present the the newest addition to the recently-launched Helm Ken Block Signature Series, a vintage-inspired eyewear collaboration between rally car racer Ken Block and the Southern California eyewear brand. The Rally—with its distinctive green frame and chrome green lenses combo—is being sold exclusively through Zumiez locations nationwide. "I'm stoked on all of my new signature Helm frames," says Block. "The Zumiez-exclusive Rally frames are super fresh and they're the only ones in my lineup that come in a gloss finish. It's definitely an honor that a huge retailer like Zumiez wants to carry an exclusive version of my shades." As with all Ken Block Signature Helm sunglasses, the Rally features arm variations that can be snapped on and off and mixed-and-matched, punctuated with asymmetrical tip colors on the left temple, inspired by Block's mismatched wheel color and single-spoke accents on his 650-horsepower, 2.0-liter H.F.H.V. Ford Fiesta's Gymkhana setup for 2012. Every pair of shades comes with a free bonus set of temples. The frames also feature mirrored lenses in a multitude of colors that help complete the throwback story, echoing a swagger that pervaded American fashion through the '70s and '80s.For more information about the SPY + Ken Block Helm Rally go to zumiez.com/catalog/product/view/id/290717/category/208/ or your local Zumiez.

The new Crosstown Collection is a vintage-inspired, hand-constructed premium collection with beautiful tort and colored acetate in matte and gloss finishes. Unique metal styling details and quality lenses blend fashion and function to keep your style on point—no matter the setting or situation you get yourself into. This collection is exclusive to a limited number of specialty stores and boutiques worldwide. Enjoy this s--t. It's legit.

DCP is a busy dude, but somehow makes time to drop heavy lines, plant trees, get tubed and most recently host a slideshow at Showcase Snowboard Shop in Whistler, BC. Sharing memorable stories and crediting those who helped shape his career, DCP ran through hand selected images from some of the most renowned photographers in the game. Coming out in full force to support the show were a slew of Whistler locals along with photographer Scott Serfas, Alex Warburton, JF Pelchat and YES teammates JP Solberg and Romain de Marchi. Ending the night with a silent auction and charity raffle, the event brought in another $1000 that will go toward planting trees in Costa Rica, a region where DCP has placed 291 trees and looks to get another 100 in the ground by this summer. A man who stands strongly behind his projects, DCP is a major proponent for Protect Our Winters (POW), an environmental non-profit organization that works to fight global climate change. In addition, he makes sure a heavy chunk of his SPY goggle sales go toward reforestation efforts in Costa Rica through the organization Community Carbon Trees. To learn more visit : www.communitycarbontrees-costarica.com

SPY + Ken Block present the next evolution of the recently-launched and much-lauded Helm sunglasses; a vintage-inspired eyewear collaboration between the rally car racing icon and the SoCal eyewear brand. The SPY + Ken Block Helm feature custom-color arm variations in the Signature Series—which can be snapped-on and--off and mixed-and-matched—are further punctuated with asymmetrical tip colors on the left temple, inspired by Block's mismatched wheel color and single-spoke accents on his 650-horsepower, 2.0-liter H.F.H.V. Ford Fiesta's Gymkhana setup for 2012. Every pair of shades comes with a free bonus set of temples. The frames also feature mirrored lenses in a multitude of colors that help complete the throwback story, echoing a swagger that pervaded American fashion through the '70s and '80s. For more information about the Helm Ken Block Signature Series go to http://www.spyoptic.com/helm/d/1186_c_100.

SPY is doing—and creating—rad shit. For nearly two decades now, we've managed to not take ourselves too seriously. This allows us the luxury of always putting the F-U in "FUN" while hanging with our crew of ridiculously talented athletes, designers and artsy-fartisans. That is precisely why we know you'll be as stoked on this new SPY Optical Collection as we were while designing and building it with our crew—just for you (and us). So get out there. Live life. Ride fast. Laugh a ton. And do everything your mother told you not to do.

The Block Party Rages On. Ken Block's swagger and balls-out driving style helped shape the all new Helm. Ken asked for a vintage sunglasses design with aggressive lines. With his help, we delivered. The Ken Block Helm features his new signature livery and interchangeable temples for a fully-customizable look. Available 4/3/2012. Music: "Terrified" by Mad Decent The Composer Series Vol 2, Disc 1

Jared Mell is a surfer's surfer. His approach to riding logs can be best described as modern classic—or Surf-a-Billy as he call it. He's most known for his nimble, cat-like footwork on the front of a 10' surfboard, but don't overlook his ability to surf just about any kind of wave craft—or couch. His love for traditional surfboards, old vinyl records, vintage cameras and natural herbs keep him rolling from continent to continent in search of his next ride. We love Jared Mell, and Jared Mell is now on SPY.