Retail Buyers Guide:
Interviewee: Tony McWilliam, Principal
What are the key trends in sunglasses for board sports for Spring/Summer 2023?
We’re definitely seeing across the industry a closing of the gap between style and performance features, giving products that look great but also offer higher levels of protection and clarity. For us personally we’re improving our efforts to close the loop on sustainability by bringing localized recycling and manufacturing together.
How are you segmenting your sunglasses?
We work closely with retailers to identify opportunities within price segments, matching features and performance to the consumer.
Where do you expect your biggest growth in 2022?
North America, Australia and Japan.
What frame shapes do you offer in your SS23 collection? Are you introducing any new ones?
Our main pieces are the Jordan with a traditional shape frame and the Noah with a more performance-orientated wrap around frame – these continue to be highly popular – however we’re doubling our lineup due to demand. We’ve added a shield and a day-to-day shape together with a handful of other frames.
What materials are you using in your SS23 collection? Are you introducing any new ones?
We continue to focus on our castor oil based bio-polymer which has been a huge success, but we’re also starting localized collection and recycling of old sunglasses. We have collection bins at key retailers and you can also send any of your old sunglasses in and we’ll recycle the material into new ones. This is a ground breaking scheme which helps employ people locally, reduce international shipping carbon footprints and creates a unique product.
What lens technologies do you offer in your SS23 collection? Are you introducing any new ones?
Our standard lenses are high quality polarized polycarbonate, and for SS23 we’re working with ZEISS to introduce a bio-polymer lens, further reducing our environmental footprint.
Which lens colours and tints will you be offering in SS23?
Given our focus on sports, we offer a selection of lens colours and tints all designed to reduce glare and contrast. All are polarized.
Which frame colours and graphics will you be offering in SS23?
We’re particularly proud of our tortoise shell finish actually – it’s a beautiful matte finish with a lot of depth to it. We’re working with a network of artists to create some limited edition frames which will be released over the summer, and come with a signed print.
Have you implemented any sustainable practices in your production and shipping processes?
Reducing our environmental footprint and trying to achieve net-zero is our biggest focus right now – our bio-polymer frames together with bio-lenses is a massive step, and our localised recycling programme goes even further. We’re also assessing our entire supply chain to see where and how we can improve. Currently with all things considered our range of sunglasses and winter goggles are some of the most environmentally-friendly within the industry.
What are your marketing stories?
Attika sits at the nexus of adrenaline sport, fashion, sustainability and self-expression and to that end we’re working with athletes, artists and musicians to hopefully inspire others to get outside, get active, get creative, get informed and simply live life to the fullest. We call it living a #LifeInHiRes.
How are you supporting retailers to sell this category?
We are fully focused on helping retailers to sell through, by featuring their locations in our social media, providing POS and content they can share, and organizing events in store. We love retail!
Are you experiencing any raw materials scarcity, supply problems or costs increase that impact your production? If so, what solutions have you put in place?
We’ve definitely seen delays and cost increases across the board which means we have to be flexible and prepared. But all things considered things are going well and we’re stoked by the support we’ve had over our first year.
The performance frame with a slight wrap-around shape to protect your eyes and line of sight from the elements. Eco-friendly frame made from castor oil-based polymer. High quality polarized lenses with a mirrored infrared finish to protect your eyes in bright conditions.
A classic, timeless frame that will never go out of style. The Jordan’s frame has been a favourite for decades, now at Attika. Eco-friendly frame made from castor oil-based polymer. High quality polarized lenses with a grey tint for good visibility in all conditions and reduced glare.
Our women’s performance wrap-around shape, ideal for pushing the limits, no matter where your adventure takes you, while protecting your eyes and line of sight from all the elements. Eco-friendly frame made from castor oil-based polymer. High quality polarized lenses with an amber tint for good visibility in medium light conditions and reduced glare.