Glacier Optics Sunglasses 2026 Preview

Retail Buyers Guide: Sunglasses 2026 Retail Buyer’s Guide
Brand: Glacier Optics
Interviewee: Marketing Team

How was the sunglasses market overall in 2025?
2025 has been a pretty busy year. Our sales are growing in line with our brand. We are 100% independent and are moving step by step, at our own pace, in the direction we want to go. Every year, we partnerships with 10 new stores (independent opticians and specialist sports stores) that share the same passion and the same values.

What new trends have you seen for sunglasses in board sports for 2026?
We won’t talk about sustainability because it’s not a trend anymore, it’s a must. About trend, let’s say everything is cyclical! Recently, we’re seeing a new emergence of 90s-style sunglasses. These are mainly worn by the rather “core” freestyle and freeride world, but as always, they might be democratized to a wider audience. Last year, we launched a 3D-printed model called Vorab, in reference to a glacier near Laax in the Swiss Alps. In our collection, we want to offer one model that revisits each decade. Our latest model, Palü, reinterprets early-2000s design codes in a contemporary way, with a recycled metal structure and a 3D-printed frame front.

Which segment of your 2026 offering do you expect to sell best and why?
Looks like the Palü is a banger. It’s a very light, unisex model, that fits almost every face. It’s made from recycled metal and it works just as well in the mountains as in the streets. They sold out very quickly, and we had to start a new production run… which is already almost sold out!

What new frame shapes and colours are in your 2026 offer?
The Palü, our latest release, comes in four mineral-inspired colors, reflecting the landscapes of our Alps. Available in category 3 and 4, and always equipped with ZEISS lenses, the best, in our humble opinion. Also, we are launching this spring an optical collection made of titanium.

Which lens technologies from your 2026 offer are most in demand?
Since day 1, we are working with Zeiss and we develop together lenses that fit the mountain expectation. We are working on color basis and coating to produce sharp lenses that improve contrast, confort and visibility while up in the mountain We don’t offer polarized lenses as Polarized lenses eliminate glare from reflective surface. On snow the reflection can indicate ice or crevasses area, which can be pretty important visual information.

Have you introduced any new lens colours and tints in your 2026 offering?
This year we are coming with a new Category 3 Zeiss lens, the Alps Mirror. It’s a grey base color, with a mirror coating. It looks really good!

Any noteworthy sustainable practices in your production and shipping processes this year?
Let’s face it! Every product has an environmental cost, our aim is to produce sunglasses that lasts as long as possible, and that the components of the product can be replaced. That is why we keep pushing fractionating design and that we constantly improve the quality of the material in order to be able to repair the frames, and not throw away the product because one element broke down. And we are also coming with some customize fit made with 3D printings. So far, we did not find the right bio-based or recycled material for our sunglasses, so we prefer to assume that every product has an impact, and concentrate on the product’s lifespan and the possibility of repairing it. We just want that everything we do make sense to us. From A to Z. For example, we recently signed a partnership with a small Swiss company based near our HQ that produce packaging. So this means our sunglasses are packed in swiss cardboard packaging! We’re proud of these little details that make the difference. About shipping, our customers can choose between the postal service, cheaper but which may take a little longer, or Fedex, faster but a bit more expensive. It just depends on how patient you are before discovering your Glacier Optics sunglasses!

What are your marketing stories?
Get back to the real things you know. One of the main reason why we created this brand is that we want to showcase our beautiful alps and the people that live here and live for it. We prefer to invest the little marketing budget we have into telling stories about our alps. We feel it’s important to communicate transparently through the people who gravitate around Glacier Optics (craftsmen, mountaineers, retailers, mountain enthusiasts, etc.) and who share our values. By distancing ourselves from the classic industrial model, we want to put passion back at the center and the love of a well-made, hand-crafted product. A propos, you can watch our latest video portrait of our craftsman Serge Lowrider on our website, he’s such a boss! Also, we are organizing events, inviting people that trust us since the beginning, instead of spending our money to the GAFAM, and being one more internet brand.

How are you supporting retailers to sell this category?
The price indicated on the website is the minimum price we sell our sunglasses. Our retailers know that we are not the kind of company that overproduce and end up with a stock of sunglasses on our hands that we try to sell off roughly no matter how. Our products are handmade by passionate people and we are too proud of our sunglasses to sell them off on a hard discounter website. Also, we focus on promoting short consumption circuits. This means producing in the main place where our products are used: the Alps. Made in the Alps is not just a motto, we believe in valorizing ancestral alpine know-how rather than using mass-production techniques. Same for our retailers, they all have a story to tell and a real know-how to share. They are not here to just resell some low-end stuff they don’t know where it’s coming from. It’s just a matter of shared values and passion for the product, if it’s aligned let’s work together. If not, no worries, it takes all kinds to make a world!

Key Products:

Palü light Olive:
Palü is our new addition to the collection. These sunglasses mix recycled stainless steel with raw 3D printing for a look that is super versatile. With two shapes to choose from (one mountains-ready and the other city-approved) these sunglasses are made to adapt to its surroundings, whether you’re high in the mountains or deep in the city.

Palü

Moiry Tortoise:
With titanium frame, the Moiry brown embodies all the simplicity and finesse of our Alps. Available with the ZEISS sunlens in category 3 & 4, these are the ultimate sunglasses for mountain expeditions. Also available for thin faces, our Moiry Tortoise are both elegant and sporty. The ones in category 3 can also be worn around town or for everyday activities.

Moiry

Vorab Olive:
Our Vorab sunglasses are combining cutting-edge 3D printing technology with premium craftsmanship. Made in France, it features Zeiss lenses in category 3 and 4 for ultimate protection. Available in three sizes, it offers a perfect fit for any adventure. Lightweight, durable, and stylish—innovation meets performance.

Vorab