APHEX SUNGLASSES 2025 PREVIEW

Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: Aphex
Interviewee: Casper Holtzapfel Operations Manager

How was the sunglasses market overall in 2024?
In 2024, the sunglasses market showed strong growth driven by increased interest in active outdoor sports and a focus on both performance and lifestyle designs. Consumers are becoming more aware of the importance of UV protection, contributing to sustained demand for high-quality eyewear. Sustainability also became a key driver, with more buyers looking for eco-friendly materials.

What new trends have you seen for sunglasses in board sports for 2025?
For 2025, we’re seeing an increased demand for lightweight frames with enhanced durability, especially for high-impact board sports like surfing and snowboarding. There is also a shift towards more eco-conscious designs, with recycled materials and sustainable production methods becoming standard. Additionally, high-tech lenses offering better anti-glare and photochromic technology are gaining popularity for better visibility in varying conditions.

Which segment of your 2025 offering do you expect to sell best and why?
For 2025, we expect our performance-focused sunglasses segment to be the top seller, particularly the new models we’ve designed specifically for high-energy sports like surfing and mountain biking. These newly introduced models integrate advanced lens technologies, offer enhanced durability, and feature stylish designs that cater to both performance needs and aesthetic preferences. With athletes and outdoor enthusiasts increasingly seeking eyewear that can withstand extreme conditions while offering superior performance, our new designs provide the perfect balance of functionality and style. These models are built for those who prioritize both peak performance and a sleek, fashionable look.

What new frame shapes and colours are in your 2025 offer?
For 2025, we’ve introduced a variety of new frame shapes, including sleek, aerodynamic designs and more rounded, retro-inspired silhouettes. Our color palette expands with both bold, vibrant hues for a statement look and subtle matte finishes for a more understated appeal. Additionally, we’re offering more neutral tones that can transition easily from outdoor sports to casual wear.

Which lens technologies from your 2025 offer are most in demand?
The most in-demand lens technologies for 2025 are our photochromic lenses that adapt to different lighting conditions, polarized lenses to reduce glare, and lenses with anti-fog coatings for activities in humid or snowy environments. These technologies help athletes perform at their best under varying conditions.

Have you introduced any new lens colours and tints in your 2025 offering?
Yes, we’ve introduced several new lens colors, including copper and amber tints designed to enhance contrast and improve visibility in low-light conditions. We also offer mirrored lenses for a modern, sleek look and superior protection from the sun’s glare.

Any noteworthy sustainable practices in your production and shipping processes this year?
This year, we’ve focused on minimizing waste by using recycled plastics for our frames and biodegradable packaging. We’ve also reduced carbon emissions in our shipping process by partnering with eco-friendly logistics providers, and we are working towards 100% carbon-neutral production. And we are taking significant steps toward reaching that milestone. These efforts reflect our commitment to both environmental responsibility and creating high-quality products that align with the values of our consumers.

What are your marketing stories?
Our marketing story for 2025 emphasizes both performance and sustainability. We are highlighting our innovations in lens technology, which cater to the specific needs of board sport athletes, and showcasing our commitment to environmentally-friendly practices. Our story also focuses on the increasing intersection of fashion and performance in the sports eyewear sector.

How are you supporting retailers to sell this category?
We are supporting retailers with robust point-of-sale materials, including in-store displays, promotional content for social media, and dedicated product training. We also provide key selling points on the benefits of each lens technology and frame design, helping retailers educate their customers and make informed purchasing decisions.

Key Products:

IQ 2.0 Black – Polar Red Lens:
Are a bestseller due to their perfect blend of durability, performance, and style. The frame is crafted from bio-based plastic, making it both flexible and durable. Polarized lenses reduce glare and provide 100% UV400 protection, ideal for outdoor activities. The rubber nose bridge and temples ensure a secure fit, even in wet conditions. With a wide field of view and helmet compatibility, this model is perfect for various sports.

IQ 2.0

IX Black – Polar Gold Lens:
Are a bestseller due to their combination of innovative design and high-performance features. Crafted with a bio-based plastic frame, they offer both durability and flexibility. The polarized Revo Gold lens provides 100% UV protection and reduces glare, ensuring clear vision in various lighting conditions. Designed for active individuals, these sunglasses feature a sleek, futuristic look that doesn’t compromise on functionality. Additionally, the removable strap system allows for easy customization, making them a versatile choice for different sports and activities

LYRA Black – Polar Black Lens:
Are a bestseller because of their perfect balance of performance and style. Made with a durable, bio-based frame, they offer a sleek and lightweight design ideal for active lifestyles. The polarized lenses provide 100% UV protection and reduce glare, ensuring clear vision in bright conditions. The modern, full black aesthetic makes them versatile for both outdoor adventures and everyday wear, appealing to those who demand both function and fashion.

LYRA