INTERVIEWEES: BEN CRUICKSHANK (SMITH GLOBAL PR MANAGER) AND JON RAYMER (SMITH GOGGLES CATEGORY MANAGER)
What is THE hot new trend in your goggle line for 2016/17?
Manufacturing transparency! Consumers are more aware and interested in where products are made and what they’re made with. More and more companies are making a concerted effort to manufacture their products responsibly and to share that with their consumers.
Lenses: What are your most popular tints? Are there any technical innovations to talk about for next season? Are you doing spherical or cylindrical or both versions?
The addition of our ChromaPop™ Lens collection is the most significant technical advancement in our FW16/17 Snow Goggle line. With this proprietary lens technology, riders will see more detail and colour beyond normal capabilities. ChromaPop filters light at 2 specific wavelengths, creating greater colour definition, enhanced natural colour, and unmatched clarity.
Frames: What system(s) are you working with? Any innovations / new features here?
Since its inception 9 years ago, the I/O has become the backbone of our premium goggle offering. In addition to aesthetically modernizing the look of the I/O, it was important to incorporate the advancements we have made in goggle manufacturing over the past decade: improved fit, wider field of view, and improved helmet integration.
What about colours and patterns – what are the highlights in your 2016/17 collections? Are they tied to other parts of your range / product offerings?
We have continued to focus on simplicity, in many cases letting bold floods of colour be the focus of the design. In addition to working with our team of athletes to create the athlete-inspired ID collection, we have targeted some select partners that aligned with our brand ethos to create our co-op collection. This year’s partners include Woolrich, High Fives Foundation, Coal Headwear, and artist Matt Furie.
Do you have special recommendations for touring and split-boarding?
As we all know weather conditions can and will change rapidly, being prepared and having the ability to adapt quickly is essential. Smith’s Interchangeable Series of goggles (I/O 7, I/O, I/OS and I/OX) are all sold with two premium mirrored lens which are targeted for multiple weather/light conditions. Along with a very lightweight and comfortable design, the ability to quickly alternate between two premium lenses can be the difference between a great day and a terrible experience.
And finally, could you please walk us through your 3 key models for 2016/17?
I am most excited about the redesigned I/O. Since its inception, 9 years ago, the I/O has become the backbone of our premium goggle offerings. In addition to aesthetically modernizing the look of the I/O it was important to incorporate all of the advancements we have made in goggle manufacturing over the past decade, such as improved fit, a wider field of view and improved helmet integration.
|IO_Reactor Green Sol-X Mirror|
For the past three years, Smith has been focusing on creating a more complete product offering for women. With the success of the Squad and the growing trend of youth/lifestyle inspired cylindrical models, the time was right to discontinue the Cadence and replace it with the all new Riot. The Riot provides the user with a progressive yet elegant frame wrapped around a massive cylindrical lens.
|Riot Sriracha Cuzco Red Sol-X Mirror Goggles|
Our proprietary ChromaPop™ lens technology enhances clarity and natural color to let you effortlessly see more detail. More detail gives you the advantage needed to perform confidently and have more fun.