Aphex Sunglasses 2026 Preview

Retail Buyers Guide: Sunglasses 2026 Retail Buyer’s Guide
Brand: Aphex
Interviewee: Casper Holtzapfel / Brand manager

How was the sunglasses market overall in 2025?
The sunglasses market in 2025 remained competitive, but overall we saw solid demand for products that combine style with real performance. In board sports specifically, customers are becoming more selective: they want lightweight comfort, reliable lens performance, and a clean look they can wear both on and off the mountain. Retailers and consumers also responded well to products with a clear technical story, rather than purely fashion-led offers. In our view, the brands that performed best were the ones that delivered versatility, quality, and a strong identity.

What new trends have you seen for sunglasses in board sports for 2026?
For 2026, we see a few clear trends in the board sports sunglasses space: One of those trends is that we see the line between sport eyewear and everyday sunglasses disappearing. Riders want one pair that works for multiple purposes — whether it’s for traveling, training or daily wear. We have also seen that sporty modern sunglasses have moved more into the mainstream and the emphasis on lightweight and durability while looking stylish. On the more technical side we see that sunglasses increasingly use high-impact, scratch-resistant and contrast-boosting lenses. But that photochromic lenses in sunglasses are becoming more common. Comfort and a good fit are still important, particularly for all-day use and active lifestyles. In recent years there is also a growing interest in products with a more authentic brand story and a connection to mountain culture. Here at Aphex, we see these trends as a positive because it aligns with our approach: performance-first products with a strong, wearable design language.

Which segment of your 2026 offering do you expect to sell best and why?
We expect our performance lifestyle segment to be the strongest seller in 2026. This segment performs well because it sits exactly where demand is moving: customers want eyewear that feels technical enough for active use, but still looks clean enough for everyday wear. In board sports, that versatility matters especially for people who live around the mountain and move between sport and lifestyle throughout the day.

What new frame shapes and colours are in your 2026 offer?
In 2026, our frame direction continues to focus on clean, wearable silhouettes with a technical edge. In terms of shapes we are seeing the best response to sunglasses with a modern sporty-lifestyle silhouette. Our new frames have a slightly wrapped profile for better coverage and comfort, balancing sport and everyday use. Our color palette for 2026 leans into the core neutrals like black, matte black, smoke, metal tone, earthy inspired tones and a selection of some stronger statement colours. Our goal is to offer a range that feels current but still timeless enough to carry throughout the season.

Which lens technologies from your 2026 offer are most in demand?
The highest demand in 2026 continues to focus on lens technologies that improve real-world usability and visual comfort. Performance-oriented tints that enhance contrast in bright mountain environments remain especially important. Consumers are clearly prioritizing high-clarity lenses that deliver all-day comfort. Full UV protection is now a non-negotiable baseline expectation rather than a differentiator. We are also seeing particularly strong demand for photochromic options. These lenses offer the adaptability many riders are looking for, making them a versatile solution across changing light conditions. We’ve seen that the consumers are more informed and know what to expect for lens technology, to be able to deliver on practical values and not only looks.

Have you introduced any new lens colours and tints in your 2026 offering?
Yes, for 2026 we have expanded our lens offering with several new colours and tint directions. The biggest development is the introduction of a full photochromic lens range, which was not present in the previous collection. Alongside this, we have significantly broadened our solid lens colour palette. New fashion-forward tints such as Purple, Green, Orange and Pink have been added, reflecting the growing demand for more expressive, lifestyle-driven eyewear within board sports. We’re seeing especially good interest in lenses that combine a clean aesthetic with real performance benefits, which is exactly where our development focus has been.

Any noteworthy sustainable practices in your production and shipping processes this year?
Sustainability remains an important focus for us. Our priority is building a strong product range with longevity in mind. The production of our products places greater emphasis on durability, ensuring they perform well over time. All our frames are made with bio-based materials, and 13% of our components are recycled. At Aphex, we believe sustainability is not only about materials; it is also about making better decisions across the entire process. To reduce unnecessary overstock, we have implemented more efficient production planning. We have also improved our shipping across Europe to make it smarter and more reliable, helping to reduce waste. By partnering with eco-friendly logistics providers, we have further reduced carbon emissions. Additionally, our focus has been on driving greater consistency and operational efficiency across the business. Our goal is to reinforce our commitment to environmental responsibility while maintaining the high quality expected by our customers.

What are your marketing stories?
Aphex marketing story is built around one core idea: performance you can trust, with a design you actually want to wear. We’re building our communication from the board sports and mountain culture, with a focus on real use in real conditions and clean technical design for everyday versatility. But also a strong visual identity that works on and off the mountain. We’re also investing more in content with riders and creators showing the product around the wider lifestyle around snowboarding, skiing and outdoor movement. For the online platforms we have a virtual try on for all the sunglasses which lets the customer easily decide what frame suits them best.

How are you supporting retailers to sell this category?
We support retailers through several methods. We want our products to be easy for staff to explain, with clear differences between models. This is achieved through strong and transparent product positioning. In addition, we are focusing on high-quality visual assets and content support for both online and in-store use. Furthermore, we assist retailers with the supply of POS materials, such as in-store displays, as well as through our social media content. We also want retailers to stock the right product mix for their respective audiences. We ensure this through a curated assortment approach. Above all, we aim to deliver reliable service and clear communication to make reorders and seasonal planning easier. Ultimately, our goal is to make the category easy to understand, easy to sell, and commercially stronger for the retailer.

Key products:

Haley:
Haley are designed for young sports enthusiasts, with a dynamic shape perfect for cycling and outdoor adventures. Made from biobased plastic, they’re lightweight, durable and comfortable. The TAC polarized oleophobic lenses provide full UV400 protection and reduce glare. Each pair includes silicone pads for a secure fit during intense activity.

HARLEY

Floater:
The Floater model is made for watersports and marine environments. Its floatable biobased frame makes it easy to retrieve if dropped in water. Designed with salt water resistance, the frame withstands corrosion and prolonged exposure to marine elements. The CAT.3 TAC polarized lenses ensure superior sun protection and clear vision, even in strong sunlight. Ideal for fishing, sailing and all water sports, this model is a perfect blend of eco-conscious design and high performance.

Floater

IQ:
The IQ 2.0 was designed for outdoor activities while retaining its urban style. A biobased plastic frame that offers flexibility and durability. The sunglasses features hydrophilic rubber grips on the nose and the temples to ensure a secure fit, even when wet. Equipped with oleophobic technology, the lenses reject all dirt and moisture. Polarized lenses reduce eye strain when riding on the road, mountain biking or in urban environments.

IQ 2.0