Aphex Sunglasses S/S 2026 Preview

Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: Aphex
Interviewee: Casper, brand manager

How have your sales been in 2025 so far?
Sales in 2025 have been very strong. Compared to the same period last year, we are seeing growth across most categories, particularly in sports and oversized sunglasses. This shows that customers continue to respond positively to our combination of quality, design, and functionality.

What are the key trends in sunglasses for board sports for Spring/Summer 2026?
For our SS26 line, we are focusing on performance sport sunglasses that meet the needs of athletes across different disciplines. At the same time, we recognize that customers also want stylish designs they can wear both for sport and fashion. Multifunctionality is key. In addition, we see growing demand for photochromic lenses. Our new line therefore combines photochromic technology with all-round wearability and durable frame designs, perfect for both performance and everyday use.

Which segment of your 2025 offering is selling best and why?
Our best-selling segment in 2025 has been sports sunglasses. Customers are drawn to the sleek, modern designs and the excellent price-to-quality ratio. Their versatility being suitable for a wide range of activities has also contributed to their popularity. With a strong focus on comfort, durability, and advanced lens technology, they have become a top choice for active users.

What frame shapes and colours will you offer in your SS26 collection?
The SS26 collection introduces a completely new line of sunglasses with multiple frame shapes to suit all preferences, from classic casual styles to high-performance sport frames. We are also launching a floating model, ideal for watersports, ensuring that the glasses stay safe while on the water. We offer a wide and diverse range of colours and frames, giving everyone the opportunity to choose their favourite combination. In addition, we are introducing two junior sport models to target this market as well. These models will also be available in cool colour combinations, ensuring there is something appealing for younger athletes too.

What materials are you using in your SS26 collection?
All sunglasses are made from sustainable, bio-based materials. Currently, 65% of the frame components are bio-based, complemented by 13% recycled plastic. These materials are lightweight, durable, and designed to withstand the toughest sports conditions. This approach reflects our commitment to reducing environmental impact while delivering high-quality, long-lasting products.

What lens technologies will you offer in your SS26 collection?
We offer TAC polarized lenses with UV400 protection, as well as oleophobic polarized lenses with UV400 protection. The line also includes photochromic lenses that adapt to changing light conditions, along with specialized lens categories optimized for water, snow, and cycling. Several sport models, such as our IQ 2.0 and XTR, feature easily interchangeable lenses. These technologies ensure maximum clarity, eye protection, and comfort during all outdoor activities.

Which lens colours and tints will you be offering in SS26?
The SS26 collection features a wide spectrum of lens colours and tints, including purple, green, gold, blue, and pink, with many exciting combinations. Each colour and tint is carefully selected to enhance performance in all-round light conditions while maintaining a fashionable look and often matching the frame colour. We have designed the sunglasses to everyone’s wishes!

Any new sustainable practices in your production and shipping processes?
Yes. All frames now use bio-based materials, and 13% of components are recycled. We have also reduced carbon emissions in our shipping process by partnering with eco-friendly logistics providers. Our goal is to move toward 100% carbon-neutral production, reinforcing our commitment to environmental responsibility while maintaining the high quality expected by our customers.

What are your SS26 marketing stories?
Our SS26 marketing story emphasizes the balance between performance and sustainability. We will showcase our latest developments in lens technology and demonstrate how our products support athletes across outdoor sports. Each design merges practicality with style, highlighting versatility and eco-responsibility. We want consumers to feel confident that by choosing Aphexgear sunglasses, they are investing in high-quality, sustainable eyewear.

How will you support retailers to sell this category?
We provide retailers with a comprehensive set of support tools, including in-store displays, eye-catching POS materials, and social media content. We also deliver detailed product information to help retailers explain lens technologies, frame benefits, and sustainability features to their customers. In addition, our A-brand positioning is supported by digital solutions such as Virtual Try-On, helping retailers strengthen both in-store and online presence. Combined with attractive margins, ongoing training, and dedicated support, we enable retailers to maximize sales while offering customers an outstanding experience.

Key Products:

IQ 2.0 Black – Polar Red Lens:
One of our absolute top sellers. A proven design that combines sleek looks with high-performance polarized lenses.

IQ 2.0 Black – Polar Red Lens

Aphex Vibe – Transparent Black / Black S3:
A brand-new casual sunglasses model from our latest line. Stylish, versatile, and perfect for everyday wear.

Aphex Vibe – Transparent Black S3

Aphex Aether – Tortoise / Brown Multicolor S3:
One of our new high-performance sport sunglasses from the latest line. Designed for active users who want both durability and style.

Aphex Aether – Tortoise Brown Multicolor S3