What are the key trends in sunglasses for board sports for Spring/Summer 2023?
There are as always multiple trends going but I think some of the strongest in our sector is still performance and sustainability which both are things we naturally include in all our products.
How are you segmenting your sunglasses?
The collection really only has one segment, all styles are based on performance and sustainability and the prices range from €100 to €230. The one concept that stands out a bit is RAW, 90% biobased products where we use a totally new biobased lens from Carl Zeiss and include an exclusive soft case made in Sweden from recycled wool as well as a low-light lens.
Where do you expect your biggest growth in 2022?
I think our biggest growth is looking to happen in the sunglasses segment, the products are quickly picking up momentum due to the original design and sustainability story. We have a lot of room to grow in all markets and expect the biggest volume to come from the Nordics and the biggest growth from Italy, Benelux, Switzerland, Spain and Germany/Austria as well as the US where we are entering with a new strong partner.
What frame shapes do you offer in your SS23 collection? Are you introducing any new ones?
We are having a wide range of different frames and I would say our shield styles are slightly more popular than the more classic styles. We do introduce two new frames for SS23, Enan and Fröå. Enan gives you classic style fused with high-end performance and is a true all-rounder for your everyday mission. Equally at home flying down the trail or at the après-run.
The frame is made from lightweight and high-performing, planet-friendly biomaterials. Enan is designed to keep you sharp, focused, and safe. Built for extended active use, be it running, biking, or climbing.
Fröå is designed for a smaller face but with all the demands for the highest performance and functionality. A versatile companion for any activity on the mountain and beyond. The frame is made from lightweight and high-performing, planet-friendly biomaterials. Fröå is designed to keep you sharp, focused, and safe.
What materials are you using in your SS23 collection? Are you introducing any new ones?
We only use bio-based materials derived from sustainably grown castor beans throughout our collections. We have been doing this for some time now and besides the pleasant effect on the planet compared to fossil plastic bio-material also outperforms conventional materials in durability, flex and weight.
What lens technologies do you offer in your SS23 collection? Are you introducing any new ones?
We are working mainly with Carl Zeiss optics and use their Impacto lenses which endure a lot more abuse than regular polycarbonate. Of course, we also implement Zeiss’s state-of-the-art oil and water repellency treatments to ensure lenses are always kept clean and distortion-free. The big news this season is that we are introducing a new Zeiss technology called LightPro. LightPro is an exceptional new lens technology that reduces glare while letting through the positive carrier portion of light, offering up to 80% more contrast and high-definition vision in all surroundings. LightPro combines the best of two worlds: the clarity of a polarized lens and the natural perception of standard lenses. LightPro lenses also reduce environment-specific predominant light colors, providing more balanced color perception with the ability to see shades and contrast that would otherwise be indistinguishable. In our RAW concept, we use a new high-performance bio-based lens from Zeiss to further reduce our environmental impact. We are super excited about this project and are proud to have reached 90% bio-materials in the RAW concept.
Which lens colours and tints will you be offering in SS23?
For the tints, we base our selection solely on performance and the end use like a purple tint for enhanced contrast in wooded and mountainous environments, clear tints for nighttime use or LightPro for where glare reduction is needed. The all-time best seller though is the neutral grey tint that filters all colors equally and gives great comfort in slightly stronger light conditions. We also use Infrared and Gold multi-layer mirror coatings to reflect undesired wavelengths of light a bit more as well as a stunning look
Which frame colours and graphics will you be offering in SS23?
For frames, the main color theme is natural and toned-down colors that refer back to nature. This has been working great for us and our bestsellers all lie in this color range. As a seasonal splash, we introduce a cool, slightly dirty pink in some styles and a greyscale tortoise as our first non-solid colorway.
If you do prescription glasses: What will you be offering in SS23?
We are launching prescription glasses for SS23 and we are doing it with a premium partner here in Sweden. This will be offered primarily through opticians and our own website.
Have you implemented any sustainable practices in your production and shipping processes?
We only use bio-based materials derived from sustainably grown castor beans throughout our collections. We have been doing this for some time now and besides the pleasant effect on the planet compared to fossil plastic our bio-material also outperforms conventional materials in durability, flex and weight.
What are your marketing stories?
We are continuing pushing the RAW series 90% biobased sustainability story a lot as it is something very unique and something we are very proud of releasing. In addition to that, we will strongly push our Bio-Based Eyewear brand message and the new LightPro lens technology. Besides that, we will promote our new frames Enan and Fröå the most from a product perspective
How are you supporting retailers to sell this category?
We work with PR agencies in the markets where we do direct sales or through agents. Also, we are doing a local support program where we promote our local retailers via social media in their geographical area, we also do online ads and a bit of print. Retail is extremely important to us and we do what we can to help with brand awareness and sell-through.
Are you experiencing any raw materials scarcity, supply problems or costs increase that impact your production? If so, what solutions have you put in place?
We have worked very hard and been lucky so far and have had only slight delays in a few of our shipments. Having said that it’s more important than ever to not relax and be as proactive as possible to anticipate potential problems or delays.
Lom. Lom is designed for uncompromising performance during endurance activities when additional protection is needed. The shape gives great coverage and shelter from wind, dust, or other objects. Complete UV protection goes without saying. Built-in our lightweight bio-based materials of the highest quality Lom is durable and extremely comfortable to wear for long hours of splitboarding or on the bike. The removable foam protector at the top of the frame adds comfort and helps with perspiration management during high-output activity or use in warm climates.
RAW Blank We dare say that the RAW Series is the most environmentally conscious performance eyewear ever made – without sacrificing performance or functionality! For the RAW Performance Eyewear Series we introduce a brand-new lens from renowned Carl Zeiss Optics that is constructed from bio-based nylon with a significantly lower impact on the planet compared to conventional lenses. The dyestuff and paint are also completely left out of the frame to avoid any non-essential chemicals in the product as painting and dyeing are a significant part of a product’s eco-footprint. The castor-oil-based frame material outperforms conventional materials with its light weight and outstanding durability and a clear spare lens for low-light missions is included for a complete package. As is a soft case, made in collaboration with Woolpower and made in recycled wool that will keep your shades comfy in transit to have them last as long as possible.
Kall is built for slightly wider faces and gives a fantastic level of protection with a fit and comfort that we have never before experienced in a pair of shades.