DIRTY DOG SUNGLASSES 2025 PREVIEW

Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: Dirty Dog
Interviewee: Tom Lazarus – VMDUK Global Ops Manager

How was the sunglasses market overall in 2024?
Overall we had a reasonably strong year but it was fairly front loaded due to the incredibly poor weather we had in the UK through the main summer months.

What new trends have you seen for sunglasses in board sports for 2025?
Traditional sports styles building in to lifestyle options, especially the one lens mask option like our Dirty Dog Force. In the past these would have been strictly sports stores only, but more and more sales are now emerging within surf lifestyle locations for these sports models.

Which segment of your 2025 offering do you expect to sell best and why?
At our price-point, our traditional wraps are always our key sellers, but squares and rounds are really catching up.

What new frame shapes and colours are in your 2025 offer?
This year we have really began to experiment and enhance our translucency of frames with colour. We have introduced 3 new green frame colorways, all based off differing degrees of translucency.

Which lens technologies from your 2025 offer are most in demand?
As a traditionally sports lifestyle brand we base all our lenses on sports performance, so ensuring that whatever conditions you come across in whichever sport you partake, your eyes have the optimum protection and clarity. We achieve this mainly through the use of superior lens materials and tint options. Scientifically formulated to offer exceptional defence against the suns harmful rays, our POLARIZED POLYFILTER and POLYCARBONATE lenses absorb radiation that can be damaging to the human eye. These lenses provide clear and restful vision in the most extreme environmental conditions.

Have you introduced any new lens colours and tints in your 2025 offering?
We always carry a large selection of lens tints and mirrors but have added the Green Flash Mirror lens to our sports option, “Force” for 2023, to ensure a lens for the summer sports as well as the beach.

Any noteworthy sustainable practices in your production and shipping processes this year?
If it ain’t broke don’t fix it! Our Low Footprint Grillamide is still the best option in the Core pricepoint market.

How are you supporting retailers to sell this category?
Retailer relationships are central to every decision we make. We include our retailer base in all product decisions and value their feedback in to our product development processes. Retailers are on the front lines in sales and the feedback from their consumers allows the brand to develop in the right way

Key Products:

DD Force:
Experience the perfect fusion of performance and style with our One-Lens Sports Sunglasses. Engineered for active lifestyles yet sleek enough for everyday wear, they offer unmatched comfort, UV protection, and a bold, fashion-forward look. Whether you’re on the trail or in the city, these sunglasses keep you sharp, stylish, and ready for anything. One lens. Infinite style.

Force

DD Sharky:
Classic wraparound design meets modern edge with our latest sunglasses. The sleek black exterior offers timeless style and all-day comfort, while the crystal red interior adds a bold, unexpected twist. Built for performance and designed to turn heads, these shades deliver premium UV protection with a flash of personality. Tradition, meet innovation—your next favorite sunglasses are here.

Sharky

DD Moose:
Make a statement with our modern square sunglasses—where bold lines meet everyday versatility. Designed for all-day comfort and maximum UV protection, these shades blend sharp style with effortless cool. Whether you’re dressing up or keeping it casual, the clean, confident silhouette adds instant edge to any look. Strong, stylish, and undeniably you—square has never looked so good.

Moose