Anon Snow Goggles F/W 2026/27 Preview

Retail Buyers Guide: Snow Goggles F/W 2026/27 Retail Buyer’s Guide
Brand: Anon
Interviewee: Benjamin Schwarz, Senior Brand Manager Europe

Which of your 2025/2026 goggles do you expect to perform best at retail and why?
Our Magna-Tech® franchise will continue to lead retail performance for 2025/26, representing more than 80% of our total goggle sell-in, anchored by the M4 and M6 models. At the same time, we see growing opportunity in our M-Fusion line, which posted +11% growth YoY, driven by its semi magnetic and more accessible price positioning. This shows clear momentum with younger and value-conscious riders looking for Anon quality at an attainable price.

Are there any observable trends in the practice of snowboarding that impact product demand and development?
You tell me please 😉. Maybe Gen Z shifting to sunglasses and when goggles then smaller frames?

What are the highlights in frame construction and materials of your 2026/27 collection?
For 2026/27, Anon continues to build on its proven Magna-Tech® platform, led by the M4 and M6 goggles — combining lightweight TPU frame construction, Magna-Tech® quick lens-change technology, and MFI® facemask integration for seamless comfort and helmet compatibility. Our focus remains on refining what works: premium materials, a precise fit, and timeless functionality. In February 2026, we’ll launch the Mile 25 Collection — a limited-edition late drop celebrating 25 years of magnetic innovation. Featuring exclusive M4 and M6 colorways with heritage-inspired details, it’s positioned for select retailers and DTC and will coincide with Anon athlete appearances at the 2026 Winter Olympics. This capsule honors our legacy while reaffirming our drive for innovation and emotional connection with riders. Think about the famus logonet graphic we had at the figment back then. For the new preseason, we introduce the Lucas Beaufort Encounters Collection, an art-driven capsule available across all accounts and designed for pre-season sell-in. This line brings Beaufort’s signature, playful artwork to selected Anon goggles and helmets, merging durable frame construction with creative expression, accessible to everyone.

What are the highlights in lens technology in your 2026/27 goggle collection?
For 2026/27, Anon continues to lead with its proven Perceive™ lens technology, delivering high-contrast optics, sharp definition, and superior clarity across all light conditions. The technology remains a cornerstone of our collection — trusted by riders for its precision, durability, and ease of lens interchange through Magna-Tech®. All M4, M5, and M6 goggles feature Perceive™ lenses and come with a bonus lens to ensure optimal vision from bluebird to storm days.

What colours, prints or patterns are you featuring in your 2026/27 collection?
Our 26/27 line centers on a tight, modern palette:

Airstream Blue – serene, pale alpine blue.
Terracotta – warm, earthy clay hue.
Beechwood – versatile tan/sand neutral.
Brunswick Green – deep, forest green.
Marine – vivid aqua/teal.
Autumn Glow – rich burnt orange.

Which goggles from your 2026/2027 collection do you expect the most growth from and why?
We anticipate the strongest growth from our better-level SYNC and NESA franchises, where the largest market volume sits. Both models now come with a free MFI® magnetic facemask included, delivering clear added value at retail. In response to consumer feedback and market dynamics, we’ve also reduced retail prices — the SYNC by €20 (-10%) and the NESA by €10 (-6%) — to strengthen competitiveness and accelerate sell-through.

How are you implementing sustainability in your products and production processes?
Like Burton, Anon is proud to be an official B Corp, reinforcing our commitment to balancing performance, purpose, and planet. This is how Anon is protecting our playground — by designing products built to last, not to be thrown away. For W26, we eliminated all single-use plastic from our goggles, helmets, and MFI packaging. Beyond reducing waste, the redesign also enhances the retail and unboxing experience — with full-color product visuals on the box and larger labeling for easier shop-floor handling. The result: 24 tons less cardboard used in goggles packaging alone — that’s roughly the size of 150 basketball courts covered in plastic. Every Magna-Tech goggle now comes in a reusable, premium case, proving that sustainability and style can go hand in hand.

How are you helping retailers to sell this category?
Like every year, we provide clinics to our partners, physically and on our digital partner platform ENDVR. The latter is also the spot were we host seasonal sell through iniatives – cash rewards for all participating store staff. Make sure to sign up!

Key Products:

M4:
Premium Magna-Tech® goggle featuring Perceive™ optics, wall-to-wall vision, and an included MFI® facemask, only goggle on the market that is available with toric or cylindrical lenses.

M5:
Sleek, flat-toric design with Perceive™ lens clarity, Magna-Tech® quick-change system, and MFI® facemask included.

M6:
Lightweight cylindrical TPU frame with Magna-Tech®, Perceive™ optics, and included MFI® facemask—delivering signature Anon performance at a more accessible price.

M6S Goggles