Epokhe Sunglasses 2026 Preview

Retail Buyers Guide: Sunglasses 2026 Retail Buyer’s Guide
Brand: Epokhe
Interviewee: CAMPBELL NORTH

How was the sunglasses market overall in 2025?
2025 was a challenging and transitional year for sunglasses, particularly within boardsports. The category experienced contraction, driven by over-distribution, inconsistent brand support, and poor retail replenishment. We also saw legacy brands exit or reduce their presence in key markets, creating instability but also opportunity. The key takeaway is that premium eyewear is still very relevant—however, it requires discipline, strong partnerships, and consistent execution at retail level.

What new trends have you seen for sunglasses in board sports for 2026?
We’re seeing a clear shift toward authenticity and consolidation. Retailers are reducing the number of brands they carry and focusing on those with strong identity and reliable delivery. From a design perspective, 90s and Y2K influences continue to shape the category, alongside a blend of fashion, function, and sport. Importantly, storytelling and brand culture are now just as critical as the product itself.

Which segment of your 2026 offering do you expect to sell best and why?
Our core premium bioacetate styles will continue to lead, frames like Stereo, Guilty, Ceremony, Frequency, Wilson, and Reprise. These products sit at the intersection of design, durability, and culture. We’re also seeing a shift toward hero-driven products, where a smaller number of highly focused styles outperform broader collections, particularly when supported by strong athlete and storytelling integration.

What new frame shapes and colours are in your 2026 offer?
For 2026, we’ve refined and evolved our core silhouettes rather than reinventing them. New introductions include the Jacuzzi and the Dome Trinity, with additional styles launching later in the year. Shape direction leans toward more sculpted, slightly angular profiles with softened wrap influences. Our colour palette remains curated and timeless, black, tortoiseshell, and mono tones designed for longevity rather than seasonal turnover.

Which lens technologies from your 2026 offer are most in demand?
We focus on delivering high-quality, functional optics without overcomplicating the offer. Our lenses are primarily CR39 and Nylon, chosen for clarity, durability, and everyday performance. Rather than chasing excessive technical features, we prioritise consistency, comfort, and alignment with our bioacetate frame construction.

Have you introduced any new lens colours and tints in your 2026 offering?
Yes, we’ve expanded our lens offering with refined, wearable tints. There is strong demand for category two lenses in softer mineral tones, amber, blue, green, and yellow, alongside classic smoke and brown variations. These tones enhance contrast while maintaining a fashion-forward, everyday aesthetic.

Any noteworthy sustainable practices in your production and shipping processes this year?
Sustainability remains a core focus. Our frames are produced using bioacetate, reducing reliance on petroleum-based plastics, and we avoid injection moulding processes commonly used in lower-quality eyewear. We’ve also continued to refine our packaging to minimise waste. From a logistics perspective, we now operate out of both Australia and the USA, allowing for faster, more efficient shipping and reduced environmental impact.

What are your marketing stories?
Our marketing is rooted in culture and community. EPOKHE is built by surfers, skaters, and creatives, and that continues to define our storytelling. For 2026, we’re focusing on hero products and deeper narratives, working closely with key athletes. Film and visual storytelling remain central, led by owner Kai Neville, helping us build a strong emotional connection with our audience.

How are you supporting retailers to sell this category?
We’re taking a more focused wholesale approach, with tighter distribution and stronger support for key partners. This includes improved stock service through B2B platforms, better replenishment models, and simplified assortments to ensure the right product is always on the shelf. We also provide strong sell-through support via content, storytelling, and retail activations, with a clear goal of being a consistent and reliable partner in a challenging market.

Key Products:

GUILTY:
Developed in collobration with Shaun Manners a standout within the EPOKHE range, the Guilty frame combines bold design with everyday wearability. Defined by its strong silhouette and signature snake insignia, it represents the brand’s balance of attitude and refinement. Crafted from premium bioacetate with premium optics, Guilty continues to perform globally as a core, high-rotation style with strong retail sell-through.

Guilty

CEREMONY:
Developed in collaboration with Craig Anderson, Ceremony remains a cornerstone of the collection. Its clean lines and balanced proportions make it highly versatile across both surf and lifestyle markets. Built from bioacetate and fitted with premium optics, Ceremony delivers consistent performance at retail and continues to evolve through new colourways and seasonal updates.

Ceremony

FREQUENCY:
Designed with Austin Gillette, Frequency blends skate heritage with modern eyewear design. The frame features a refined, slightly angular profile that aligns with current fashion trends while maintaining everyday functionality. With strong storytelling and athlete backing, Frequency has.

Frequency