Thirty-five patents. Fifty clients. Three hundred products. Fifty million in revenue. The red and black typography boldly claims its success on the business website, ATIPPICAL. Owner Alan Tipp wears many hats (or sunglasses in his case) as a consultant, designer, and problem-solver. Tipp’s creatively unconventional approach turns around ideas and transforms them into marketable products.
The Millard North alumni received his Bachelor of Arts and Industrial Design in Kansas and launched his career after landing a position in Baltimore, Maryland, at 180s (previously Big Bang), known for their winter weather gear, like ear warmers.
“But what do you do in the summer?” Tipp asked them.
Tipp created sunny products with the company, like Kelsyus floating pool loungers that twisted, folded, and collapsed for easy use. And why not sunglasses? The first step almost always revolves around observing people interact with the product. People put sunglasses in their pockets, and it made more sense to have them folded in the front for easier storage. Tipp would then head to the drawing board to ensure a scratch-proof lens or utilize unique hinges by practicing with orthodontic rubber bands to see what would work. In the end, Tipp became a household name in the market.
Meanwhile, Under Armour (UA) offered friendly rivalry across the harbor in the early 2000s. During its initial opening, the brand centered on its sweat-wicking performance stretch compression t-shirts like “The Shorty” for athletes to wear under their uniforms. As sales increased, UA entered other marketable sports gear to compete with top-selling companies like Nike. Eyeking Eyewear approached Tipp with an offer he couldn’t refuse. After marketing a brand of sunglasses under a private label called Armour Optics, Eyeking sparked a trademark war with UA. Rather than dispute it, the companies teamed up after a Tipp sunglass idea won over UA founder Kevin Plank. As the new design director at Eyeking, Tipp’s innovation meant professional athletes like former NFL star Deion Sanders, triathlete Chris McCormack, and NASCAR’s Chase Elliott shaded their eyes with his creations.
After 10 years, Tipp wanted to branch out on his own with ATIPPICAL and move closer to family back in Omaha, Nebraska.
“I like the intimacy of an accessory object, like a watch, a keychain, or a coveted object that you carry,” Tipp said. “I just think there is a personal relationship between something that you carry, like an everyday object.”
This thought sparked another venture with Los Angeles-based designer Gamal Prather of MTRLobjects to execute 3-D printable products like pocket knives, wallets, and watches.
The rest of Tipp’s time relies on his consultant-based business, helping people bring their concepts to life by branding, inventing, or developing. Papillion Landing’s identity flew under his guidance with a blue butterfly logo that marked a transformation for the community recreation center. The blueprints show the analytical side of Tipp’s creative process.
Tom Chapman, the co-founder of eye care solution company Peeq Pro, watched the consultant in action while problem-solving for a better eyelid cleaning device.
Tipp studied electronic toothbrushes and women’s vibrating cleansers to comprehend the mechanisms of what would work safely around the eye. The Waiva Eyelid Cleaning System, shaped like a clam shell, vibrates to clean the area with tea tree oil.
“He’s thoughtful, innovative, and creative,” Chapman said.
The future of eyewear could rest on the curvature of facial measurements that artificial intelligence would gather for a perfect fit while also incorporating sustainable material. Tipp hasn’t put the sunglasses back in their case, developing 3-D printed eyewear out of his home.
For more information, visit atippical.com, peeqpro.com, and mtrlobjects.com.
This article originally appeared in the October/November 2024 issue of B2B Magazine. To receive the magazine, click here to subscribe.
