What are your main price points for next season?
Our entry-level Classics are € 100 our Essential line is € 130-170, Premium is at € 220 and our best and groundbreaking product tops out at € 250.
How healthy is the market in Europe?
Markets all over are a mess at the moment, there’s no way around it.
What is the impact of COVID-19 on consumer demand and supply chains in your segment?
The supply chain is fairly stable after a rough spring, but the consumer demand is still a bit shaky. Our planet-friendly profile does provide an edge for a growing segment of the market but the uncertainty for the winter ahead is still causing hesitation for a lot of people.
What are your top three product stories for 2021?
We are taking another major step with our quest to be the most sustainable eyewear brand out there and are introducing a new concept called Östra Bio RAW where we present the main ingredients of our award-winning Östra frame in their undyed, raw versions. We also introduce a new lens technology for this project called BIOptic that is a polarized 3-layer laminate made of 75% biodegradable wood cellulose with fantastic performance, eliminating the need for an inner lens. The goggle also has a strap made mainly of sustainably grown hemp and the soft case is made in collaboration with Swedish wool experts Woolpower and constructed in wool recycled from their production line.
The rest of our goggle line is built-in 64% Bio-based materials boasting impressive lens tech from Carl Zeiss optics including Sonar
Any new shapes for 2021?
We are not introducing any new shapes but are focusing on building our range in a more attractive way on both ends of the price ladder with an entry-level series and the Bio RAW story on the top level with a solid offer in between.
What are the tints/colours on trend this season?
In terms of tints, the “trend” is functionality and being fit for use in a specific environment or condition. In effect, a dark smoke polarized lens for glacier riding or a Sonar Infrared for white-out navigation. We see an increased demand for these specialized lenses, especially in our own on-line store with informed consumers and with retailers who are good at telling that story in an authentic way.
How important is helmet compatibility in your strategy?
We are keeping on top of what the helmet brands are doing and adapting our products accordingly trying to be as universal as we can. Obviously, you can’t make a goggle fitting all helmets but the way we position straps, use outriggers and general shape takes us a long way.
What new technical features are debuting for 2021?
The main technical launch is the BIOptic lenses. They are a 3-layer sandwich with 2 layers of crystal-clear cellulose with a polarized sheet in between, the cellulose is biodegradable, and this construction eliminates the need for an inner lens which is quite groundbreaking. The BIOptic lenses are both high performing and a better alternative for the environment and we introduce them in our RAW project where we cut out the dye from all major parts of the goggle to avoid the use of any non-essential chemicals.
Which lens technologies/coatings are key for next season?
The BIOptic lenses obviously but the Zeiss Sonar lenses are also working extremely well and our Kyohuo inner lenses with 150% better fog management than the industry standard are also something worth boasting about. Our photochromic lenses are injected rather than coated which gives way better performance and durability
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
Östra Bio RAW where we present the main ingredients of our award-winning Östra frame in their undyed, raw versions. We introduce a new lens technology for this project called BIOptic that is a polarized 3-layer laminate made of 75% biodegradable wood cellulose with fantastic performance. The goggle also has a strap made mainly of sustainably grown hemp and the soft case is made in collaboration with Swedish wool experts Woolpower and constructed in wool recycled from their production line. On top of the impressive sustainability features, the style has everything you can possibly want in a goggle
Sylarna Bio Essential is constructed in plant-based materials and with a slightly smaller fit, the Sylarna is ideal for medium to small faces. Featuring our magnetic lens exchange system for quick and instant-fit lens switches en route along with a snap-lock function at the sides to firmly secure it to your frame. The premium spherical lens from Carl Zeiss Optics keeps your ride crystal clear and distortion-free at all times and a snug fit to your helmet is provided via pivoting strap outriggers. Colour durability and depth of the frame is guaranteed by injected dye which means no paint that can be scratched off and it spares our workers and the environment from exposure to solvents.
The White Line edition of our Templet frame is made for the brightest of days on high alpine glaciers with high doses of harmful radiation. A dark smoke lens from renowned Carl Zeiss Vision shields you from hazardous rays and ice-glares and it’s all encased in a snow-white frame with matching strap and luxe rubber logo print. Built-in our plant-based materials without compromise for the glacier but equally functional during bright winter days when your eyes need extra protection. The included Zeiss Sonar lens provides enhanced visibility in low-light conditions and makes this a bundle that can tackle any weather the mountain throws at you.