Dragon Snow Goggles F/W 2026/27 Preview

Retail Buyers Guide: Snow Goggles F/W 2026/27 Retail Buyer’s Guide
Brand: Dragon
Interviewee: Sam Nelson, EMEA Brand Manager

Which goggles sold best in the winter 2024/2025 and why?
The DX3 is currently our volume driver, great entry level price point at 71€ and classic Dragon styling means people can get into the Dragon brand easier…

Which of your 2025/2026 goggles do you expect to perform best at retail and why?
The DX3 Plus and NFX Mag, the DX3 Plus takes the DX3 frame to the next step, armoured venting, injection moulded lenes, bonus lens… all for 152€. The NFX Mag is gaining traction, unisex fit, the quickest/most secure Mag system on the market. It’s taken a season or two for people to notice how good this goggle is.

Are there any observable trends in the practice of snowboarding that impact product demand and development?
Trends always play a part… last year saw a lot of riders in suns rather than goggles. So we’ve revamped our Suns line. More helmets (& brands) than ever before (not a bad thing!) means we have to consider the fit of Dragon goggles, but with 12 different frames, we’re (and you) covered. Photochromic has become much more prevalent and therefore requested so we’ve introduced a DX3 Plus photochromic model, and now stock Photochromic lens for our premium NFX and RVX Mag goggles.

What are the highlights in frame construction and materials of your 2026/27 collection?
Our RAW collection features frames made with Coconut derivatives, bamboo based straps, recycled nylon adjusters and Sorona fleece lining…

What are the highlights in lens technology in your 2026/27 goggle collection?
Infrared (IR) Lens tech take sit to th next level, capable of blocking 99% of Infrared rays and actually “heat-blocking”… The ideal lens for glacial days as the IR lens decreases heat during blue-bird days and reduces eye fatigue.

What colours, prints or patterns are you featuring in your 2026/27 collection?
As always, Dragon comes with the flair an this season is no different. The Signature series where you’ll see our riders most creative work, and Riley our designer hits the mark once again across the whole range.

Which goggles from your 2026/2027 collection do you expect the most growth from and why?
Our new Slain Mag goggle, which is able to house both Toric and Cylindrical lens, it’ll come at a mean price point too.

How are you implementing sustainability in your products and production processes?
Our 3rd season of the RAW collection, simplified sustainable packaging

How are you helping retailers to sell this category?
Staff training, product knowledge videos, product features in buyers guides, window campaigns in certain resorts and use of Dragon displays.

Key Products:

Beyond Medals collab D1:
This collab came straight from the source, fully designed by the Beyond Medals crew. They selected the D1 OTG, and paid homage to Dragon’s early days with the design. The strap features our original logo and white flames inspired by legacy sunglass moulds, plus a bone white frame to match. Etched lens tags and an embossed logo on the inner strap, complete this limited edition collab goggle and micro-bag pouch.

D1 BEYOND MEDALS

DX3 Plus – Photochromic:
One lens to rule them all, our new DX3 Plus gets a premium lens option. One lens to cover you for almost every condition, from S1 > S3 this lens adapts (gets darker) when exposed to UV. Offering high-level protection when the sun’s out, and clarity plus enhanced depth perception when the clouds and flat light come in to play. Available with either Rose, Amber or Yellow as a base lens colour.

DX3 PLUS OLDSKOOL

SLAIN Mag:
Our new MAG offering, a medium/large goggle with a silhouette that suits anyone. Easy Mag lens changing system, and a frame that can house both a Cylindrical & Toric lens. New “mesh-armoured” armoured venting, Lumalemns and a Bonus Lens – This one is going to turn some heads.

SLAIN MAG TOR