MowMow Sunglasses S/S 2026 Preview

Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: MowMow
Interviewee: Maurits van Zalinge - Founder / Creative Director

How have your sales been in 2025 so far?
2025 has been a breakthrough year. Our Active line (Thor, Athena, Vulcan, Poseidon, Chronos, Freya, Hera, Nike, Minerva, Odin, Triton, Slush, Slide, Stick, Hakuba, Niseko, Myoko, Maui, Oahu, Kauai) continues to lead thanks to its versatility and broad colour range. Premium launches like the SuperHero and Wizard with LuxaLens photochromic technology have strengthened our position in the technical sports eyewear segment.

What are the key trends in sunglasses for board sports for Spring/Summer 2026?

Photochromic sports sunglasses: adaptive lenses like LuxaLens are no longer niche, they’re a must-have.
Floating sunglasses: strong demand from water sports, with our Floater series answering the call.
Lightweight, durable TR-90 frames are now the standard for sports eyewear.
Anti-slip rubber patches are becoming essential for active lifestyles, ensuring sunglasses stay secure during movement.
Bold yet wearable colours: multiple options per frame family, without carbon-look or lime.
Crossover appeal: board sports consumers want sunglasses that work in surf, snow, and street.
Sustainability: ongoing shift toward bio-resins, recycled materials, and reduced packaging.

Which segment of your 2025 offering is selling best and why?
The Active segment (led by Thor and Athena) is our bestseller, thanks to its accessible price point, 10+ colour options, and strong crossover styling. The LuxaLens sports line (SuperHero and Wizard) is gaining traction among performance users, while the Titan and Viking frames with XcelLens deliver great value for customers seeking polarised quality without the premium of photochromic.

What frame shapes and colours will you offer in SS26?
Shapes:

Shield (SuperHero)
Sport-wrap (Wizard, Titan, Viking)
Floating (Floater-001 to 004)
Active crossover (Thor, Athena, Vulcan, Poseidon, Chronos, Freya, Hera, Nike, Minerva, Odin, Triton, Slush, Slide, Stick, Hakuba, Niseko, Myoko, Maui, Oahu, Kauai)

Colours:

10+ colourways in Active frames including mattes, translucent pastels, bold saturated tones.
Sport models in black, white, red, blue, mirror-lens combinations.
Floating models in high-visibility safety colours (orange, yellow, bright blue).
Note: no carbon-look and no lime tones in SS26.

What materials are you using in SS26?

TR-90 thermoplastic: lightweight, flexible, durable, impact-resistant — the performance standard in sports eyewear.
Anti-slip rubber patches on temples and nose for a secure fit during active use.
Stainless steel hinges for durability across premium lines.
In development: bio-acetate in lifestyle models, recycled polyamides, and bio-resins as part of ongoing sustainability R&D.

What lens technologies will you offer in SS26?

LuxaLens photochromic lenses (SuperHero, Wizard): adaptive light transmission + polarisation.
XcelLens (Titan, Viking): polarised, scratch-resistant, hydrophobic and anti-fog coatings.
Floating sunglasses lenses: polarised, hydrophobic, designed for water sports use.
Standard polarised and mirror options across lifestyle/Active lines.

Which lens colours and tints will you be offering in SS26?

Smoke / grey and brown / amber for all-round use.
Copper / amber contrast tints for snow and flat light.
Clear-to-grey and clear-to-brown photochromic LuxaLens transitions.
Mirror finishes (blue, silver, red, gold).
No gradient lenses in SS26.

Any new sustainable practices in your production and shipping processes?

Expanding use of bio-based TR-90 and recycled materials.
FSC-certified packaging with zero single-use plastics.
Reduced carbon footprint through consolidated shipments and minimised airfreight.
Recycled shipping materials for online and D2C channels.

What are your SS26 marketing stories?

“LuxaLens Evolution” — SuperHero and Wizard adapt to any light.
“Float the Line” — Floater series for water sports.
“Active Spectrum” — 10+ colourways in Active frames led by Thor and Athena.
“TR-90 Standard” — campaign on durability and lightweight comfort.
“Less Impact, More Adventure” — our sustainability drive.

How will you support retailers to sell this category?
Since MowMow is primarily online and works with online retailers, we’ve adapted our support:

Digital POS kits: graphics and videos explaining LuxaLens vs XcelLens vs polarised.
Demo units: SuperHero and Wizard samples to show LuxaLens transition for key partners.
Digital colour boards: lifestyle and studio assets showing full Active colour range for webshops.
Online staff training: digital + PDF quick guides on TR-90, lens tech, floating models.
Co-marketing assets: surf, snow and skate lifestyle content formatted for social media and e-commerce.
Flexible ordering: small initial MOQs for new models, with rapid reorders to match online sell-through.

Key Products:

Thor (XcelLens):
Thor is the cornerstone of our Active line — a lightweight, durable TR-90 frame designed for everyday performance. Combining comfort with tough construction, it’s available in over 10 colourways, giving customers maximum choice. Fitted with polarised XcelLens optics for clarity and protection, Thor is a proven online bestseller and a must-stock piece in the MowMow Active collection.

Thor

SuperHero (LuxaLens):
SuperHero is our top performance shield with LuxaLens photochromic lenses. Built in TR-90 with anti-slip rubber patches, hydrophobic and anti-fog coatings, it adapts seamlessly from bright sun to low light. The shield shape delivers full coverage and wide peripheral vision. Designed for surf, snow and biking, this is our flagship for premium online sales.

SuperHero

Mirage (Active Line):
Mirage brings a sleek, modern edge to the MowMow Active line. Built from lightweight TR-90, it balances durability with all-day comfort. Polarised XcelLens optics provide glare-free clarity, making it ideal for city cruising, road trips, or post-session downtime. Offered in multiple colourways, Mirage is a versatile lifestyle-performance crossover that retailers can rely on for steady online demand.

OPAL