100PERCENT SUNGLASSES 2025 PREVIEW

Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: 100%
Interviewee: Elie BELLOT, Marketing Manager EMEA/APAC

How was the sunglasses market overall in 2024?
Demand appears more consistent now, with stock levels returning to normal. Next year looks promising, with new opportunities driven by niche trends and emerging practices. Sports are increasingly influencing fashion, making it a key space to be in.

What new trends have you seen for sunglasses in board sports for 2025?
We see a growing trend toward close-to-the-face dual-lens models. Our athletes are increasingly ordering these, reflecting a nostalgic comeback of 2000s-inspired styles in the next few years.

Which segment of your 2025 offering do you expect to sell best and why?
We anticipate strong sales for the Slendale series, moreover the SL, which features a thinner lens and a more compact design, making it ideal for smaller faces. Additionally, we expect significant demand for our 3D-molded lens models, the Aerocraft and the Korbin. These models offer a distinctive look and a key differentiation factor while delivering top-tier performance.

What new frame shapes and colours are in your 2025 offer?
We are introducing new colors like Puddy Pink, Campari, Pitaya, and other high-contrast shades with unique finishes. On the other hand, we are celebrating simplicity and sleek design with a Black-on-Black series, bringing a timeless, understated elegance.

Which lens technologies from your 2025 offer are most in demand?
The photochromic lens is highly anticipated by consumers and is becoming a go-to feature across many models. Additionally, strong demand is expected for all HIPER lenses, known for their sharp detail enhancement and superior contrast.

Have you introduced any new lens colours and tints in your 2025 offering?
The HIPER Copper Mirror and Purple Mirror lenses are among the standout additions featured in the new collection.

Any noteworthy sustainable practices in your production and shipping processes this year?
We’re developing a minimalist, recyclable box with minimal waste, as all our performance eyewear includes a hard case that eliminates unnecessary packaging. Additionally, we’re replacing paper notices with QR codes for product terms of use.

What are your marketing stories?
100% has always been dedicated to supporting athlete performance, driven by a passion for design and innovation. Our marketing stories highlight this commitment, showcasing how our eyewear enhances both style and functionality for those pushing their limits.

How are you supporting retailers to sell this category?
We launched with the new collection a 12 sunglasses counter display including a mirror and case storage in the back. This is a ready to shop display that is easy to use and pushing the sell out and

Key Products:

SLENDALE Gloss Black Purple Mirror Photochromic Lens:
Retailers should stock the Slendale Gloss Black Photochromic Purple Mirror, a sleek, close-fitting design with a lens that adapts to changing light. Combining bold style with top-tier performance, it offers a lightweight frame, sharp optics, and a secure, comfortable fit, perfect for both athletes and everyday wearers. A standout piece in the collection.

SLENDALE

ERBA Gloss Havana Grey Green Lens:
Combining a classic design and our 100% lens technology, the Erba delivers maximum performance and style. Its six base frame and lens curvature, ultra-grip rubber temple tips and two different sizes of nose pads make the Erba comfortable for any activity, with a timeless look that transitions to fit any situation.

ERBA

AEROCRAFT Matte Black Black Mirror Lens:
At the core of Aerocraft’s distinctive appearance lies our revolutionary 3DPlane Molded Lens technology, a signature feature integrated into our MX and Snow goggles since 2019. This innovative technology not only offers a striking aesthetic; it redefines the standards of optical clarity.

AEROCRAFT