Dragon Sunglasses S/S 2026 Preview
Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: Dragon
Interviewee: Samuel Nelson EMEA Brand Manager
How have your sales been in 2025 so far?
One of our best years so far, as we move to a new line launching Q1 2026 there has been a focus on our existing suns inventory and clearing stock – it’s actually reminded distros/agents & retailers that Dragon makes great sunglasses…
What are the key trends in sunglasses for board sports for Spring/Summer 2026?
Speed shades are here to stay, shields still seem to have a strong place, and it’s still a great frame choice for most outdoor pursuits so don’t see it going anywhere. Unisex “fashion” frames are still big, will problem get bigger…
What frame shapes and colours will you offer in your SS26 collection?
We’re re-releasing some legacy pieces, doubling down on retro inspired shapes and of course coming in with a performance shield for the great outdoors! Plenty of bold colours to explore as well as we see the Youth lead the charge away from black on black…
What materials are you using in your SS26 collection?
Across the collection you’ll see a mix of TR-90, Acetate and TPX (floatable) frames.
What lens technologies will you offer in your SS26 collection?
LUMALENS is our proven lens treatment, Dragon lenses are Hydro & Oleophobic, most of our styles are also offered in Performance Polar tints as well.
Which lens colours and tints will you be offering in SS26?
Too many to list, but expect vibrant lens options, Polarized options, just expect options!
What are your SS26 marketing stories?
Reintroducing some legacy pieces, Floatable suns and a big push that demonstrates to the audience that Dragon is not just a goggle brand…
How will you support retailers to sell this category?
Firstly a more attractive price point, both at W/S and Retail. Designated Dragon suns ads and plenty of seeding to push the new Suns launch.
Key Products:
BANK Floatable:
BANK Floatable
Box 2.0:
Box 2.0
Ryder:
Ryder
Brand Previews
