100 Percent Sunglasses S/S 2026 Preview

Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: 100%
Interviewee: Elie BELLOT Marketing Manager EMEA

How have your sales been in 2025 so far?
Decent growth, driven by RX expansion and core performance models. Some categories represent new opportunities like running or hiking, and others are expanding like road cycling and gravel riding.

What are the key trends in sunglasses for board sports for Spring/Summer 2026?
Probably wrap frames and lifestyle crossovers. At 100% we are also seeing growing interest in dual-lens models.

Which segment of your 2025 offering is selling best and why?
Performance sport shields for cycling, as the demand is consistent and it’s our core target. Outside of Europe, in the US, baseball is now a big opportunity, showing as well that lifestyle crossovers with performance are still the current trend.

What frame shapes and colours will you offer in your SS26 collection?
Translucent finishes are still best sellers for us. We are implementing new colour stories like “Toyoko,” a translucent light pink with a matte finish, featuring a HiPER Vital Pink Mirror Lens. We are enhancing our essentials as well with a gloss polished black frame with a purple mirror photochromic lens, which will also now be available with a HiPER Polarized Lavender Mirror Lens, a first for us on a shield sunglass.

What materials are you using in your SS26 collection?
We will continue to use our UltraCarbon mix that provides strong and lightweight frames, and durable, flexible TR90 frames. For the lens, they are manufactured from shatter-proof and impact-resistant polycarbonate (Ultra HD). The new material we will be working with is acetate, for an exclusive new lifestyle sunglass. Not released in sell-in campaigns yet.

What lens technologies will you offer in your SS26 collection?
Humans see three primary colors: red, green, and blue. But our vision begins to distort where these three colors overlap. 100% HiPER® Lenses proprietarily filter out these crossovers, resulting in greater contrast and even more vibrant colors.

Which lens colors and tints will you be offering in SS26?
The new lenses in SS26 for us will be: HiPER Mint Mirror Lens, HiPER Vital Pink Mirror Lens, HiPER Polarized Lavender Mirror Lens, Brown/Red Flash Mirror Gradient Lens, HiPER Fire Red Mirror Lens, and Polarized Grey Lens.

Any new sustainable practices in your production and shipping processes?
We are trying to push shop implementation to reduce small shipping for retailers, as well as implementing pickup deliveries for DTC orders. As the number one brand in motocross goggles, it’s hard for us to push any strong sustainability claims. Still, we make efforts in our offices and daily practices to reduce our impact as our partner factories are certified fair trade, respecting people and the local environment.

What are your SS26 marketing stories?
We will focus our marketing on people, creating original stories with our athlete base, and highlighting their journeys to the top with highs and lows. Operationally, we will involve athletes in more local events, in partnership with shops, to share these stories with real sports enthusiasts.

How will you support retailers to sell this category?
We will affirm our presence in shops with details that matter. The trend in retail merchandising is not just to have displays for the brand, but brand storytelling integrated into the shops. For that, we developed risers, acrylic logos, and a new acrylic photo frame with a magnetic insert that allows photos to be printed locally to promote stories around the product the shop have in stock. This will hopefully help shops to use our brand content more often at retail.

Key Products:

SLENDALE SL Gloss Black Purple Mirror Photochromic Lens (60065-00001):
Our new entry-level sunglass starts at 99.99€ with smoke lens, or under 150€ in photochromic. Savings come from fewer extras like the hard case or spare lens, not from quality. You get the same performance and durability, and yes style is already in the price.

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HYPERCRAFT® Matte Black HiPER® Red Multilayer Mirror Lens (60000-00006):
Running store must-have: at under 25g, the Hypercraft Family feels weightless. Available in 3 sizes, it delivers a secure fit and unbeatable protection your customers will love.

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AEROCRAFT® Gloss Black Chrome HiPER® Silver Mirror Lens (60032-00015):
The Aerocraft is our top model, built for high-performance athletes on the Cycling Grand Tours. With its unique style and 3D molded lens, it represents the very best we’ve ever achieved.

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