Juanma Moreno - Dirty Dog-1

Dirty Dog 2019 Sunglasses Preview

Retail Buyers Guide:  Sunglasses 2019

Brand: Dirty Dog
Interviewee: Tom Lazarus – Sales Operations Manager

Juanma Moreno - Dirty Dog-1


What are your main price points for next season? £39.99-£59.99

What are the current big trends with boardsport sunglasses retailers need for 2020?
The main trend is to to diversify traditional boardsport frame shapes with more contemporary fashion designs. We will always have space in our range for more traditional wraps, but just as popular are the over-brow double bridged options and squares.


What is your collection theme and which stories are you telling to get customers stoked this season?
This year Dirty Dog is introducing our HeritageRX range. Following the new trend of modern traditionalism, we are reworking some of our key best sellers from years gone by and reintroducing them to our range in new and exciting ways.

Cryptonic 57060

Cryptonic 57060

What general trends are you noticing in Europe right now?
Across Europe, we are seeing a real dominance in the market for high technology product at a core price. With the Dirty Dog range carrying Acetate and Grillamide TR90 in our plastic options and Polycarbonate polarized lenses, our sunglasses are punching well above their weight.


What frame shapes are hot for SS2020?
SS19 offers us the chance to reintroduce some of our former greats to the range. Best Sellers from past years have been renovated and improved to produce the HeritageRX range.

Blade 53595

Blade 53595

Please explain what kind of lens technologies you are implementing.
With customers becoming more tech-savvy in regards to their eyewear, we have further developed Photo+ lens. The Photo+ lenses offer photo-chromic properties to ensure that the wearer has an optimal vision in whatever conditions they face.

Which tints and lens colours are trending?
Lens tint colour are remaining fairly constant, with our Fusion lenses remaining some of our strongest. However, it is the experimentation of stronger lens options being contrasted against new frame colours that is exciting this year. We have also looked to develop the shades of our coloured mirror lenses, introducing different shades of Blues and Greens to suit the customer’s tastes

Are you exploring tech implementation into your frames at all (augmented reality, audio, etc)?
Yes, but we can’t talk about that now!


Please name and describe your 3 highlight pieces and items that retailers should definitely order.

53595 Blade – A re-imagination of our classic Monza model, Blade incorporates all that was great about Monza with the addition of our new “incorporation” hinges.

57060 Cryptonic – A modern rework of our classic Void model. Cryptonic introduces optimum handmade acetate frame to our range for the ultimate in comfort and durability.

57078 Pandaface – Dirty Dog Pandaface sunglass frames are lightweight, extremely flexible yet super strong with 100% memory allowing the frames to bounce back to their original shape. Put through the harshest testing conditions, Dirty Dog eyewear has proven to keep its properties in extreme temperature including low and high temperatures, as well as extremely humid or dry conditions.

Pandaface 57078

Pandaface 57078

Brand Previews

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96 Dirtydog sunglasses

Retail Buyer’s Guides

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Kites SS21

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Surfboards SS21

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Boardshorts SS21

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Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

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Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20


ISSUE 106-1
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