I-SEA SUNGLASSES 2025 PREVIEW

Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: I-Sea
Interviewee: Allison Singer – Co Founder I-SEA

How was the sunglasses market overall in 2024?
The US Sunglass market as a whole was down -2.8% in $ volume. However, I-SEA had a phenomenal year. According to Action Watch, I-SEA Women’s contributed to 34.3% of Brand $ Share, about 62% of brand unit share, and $1,071 Average $ sales, over double the other brands in our category. These numbers put I-SEA at the top as the number one Women’s sunglass brand in retail. We attribute these results to our premium quality at an affordable price. We’ve also introduced the brand in Europe through our partnership with Stokehouse Europe. The first products were delivered to a select group of European retailers in August 2024. The response has been incredible — after just a month on the market, we were already receiving reorders from stores impressed by how quickly the products sold out. From the moment our products hit the shelves, it was clear there was a strong market opportunity for high-quality eyewear at a great price — and we haven’t been disappointed. We’re excited to launch an extended range for Spring and Summer 2025, with goggles available starting this November. With 90% of our sunglasses retailing at €49 and €39, and the entire range featuring 100% polarized lenses, we believe the success we’ve seen in 2024 will continue to grow into 2025.

What new trends have you seen for sunglasses in board sports for 2025?
A huge trend we are noticing for sunglasses in board sports is the use of sustainable materials in eyewear. This has become increasingly important to the consumer due to increasing environmental awareness and people’s desire to decrease their environmental impact, especially surfers who are spending time in the ocean daily. We expanded our sustainable offering this year and are excited about all the possibilities surrounding this launch. Another trend picking up steam in board sports is side cups on eyewear. These are featured on our Ivan Florence Signature Model, Greyson Fletcher Signature Model (Greyson 2.0), as well as Mason, one of our best selling new Mens styles for 2025. These add an extra element of glare protection and are perfect for outdoor enthusiasts.

Which segment of your 2025 offering do you expect to sell best and why?
Our Women’s segment is expected to sell best due to women’s purchasing power and buying habits in sunglasses. Sunglasses are seen as a key accessory for women, and there are so many different shapes to choose from, which means women are purchasing multiple pairs. Our 2025 line also contains a multitude of unique and classic shapes and fun colors, giving customers a reason to buy another pair.

What new frame shapes and colours are in your 2025 offer?
We’ve added a variety of shapes and colors to the I-SEA 2025 line. Our collection is a mix of oversized classics, trendy minis, and versatile medium-sized shapes. We have fun styles such as Cloud 9, Roxie, and Audrey that are edgy and make a statement, along with classic styles like Madi and Quinn that are perfect for every day. We also introduced a handful of new men’s styles that combine style and function. One of the favorites from our men’s line is Mason. This style is a sleek, classic shape, but has side cups that serve as sun blocking side-cups that are perfect for summer. This season, we added a plethora of new colours, such as Cola, Olive, Taupe, Antique, Tangerine, and Cherry, but we have also carried over a handful of fan favorites. Dusty Rose, Kale, Vanilla, and Dark Seas have proven to be top sellers in previous collections and were no-brainers to carry forward into 2025. We aim to provide a good mix of neutrals and pop colors in all our collections to ensure every customer has an option when shopping in retail stores. We also introduced our first-ever sustainable collection, called the CPR series which was created in collaboration with Eastman Renew. This collection launched with three styles: Nova, Phoenix, and team rider Ivan Florence’s signature style. We plan to grow this program in subsequent years with additional styles and colors.

Which lens technologies from your 2025 offer are most in demand?
All the lenses in our line are polarised and 100% UV-protected. They are also anti-scratch and hydrophobic, meaning they wick away water, the perfect feature for ocean lovers. The Ivan Florence and Cole Houshmand (launching this summer) models feature Multi-Layer Lamination lenses, setting a new standard in clarity and recycled lenses. Customers have been resonating with these premium features combined with our competitive pricing.

Have you introduced any new lens colours and tints in your 2025 offering?
Plum, Navy, and Copper lenses were new additions featured in multiple styles this year. We carried over the classics, like Smoke, Brown, and Green.

Any noteworthy sustainable practices in your production and shipping processes this year?
Yes, 2025 marked the launch of our new CPR sustainable series. These frames are made with Tritan Renew Recycled Materials from Eastman. See more information on styles and materials attached.

What are your marketing stories?
One of the major stories we will be telling this year surrounds our CPR sustainable collection. The official launch will be in April, around Earth Day. We are excited to grow this program and share the efforts I-SEA is making to create a cleaner future. We’re also continuing to promote our athlete signature styles. The Ivan Florence Signature Frame was updated with two new colors this season. This style is one of the 3 in our CPR line and fits perfectly with his love of the ocean and active lifestyle. WSL athlete and I-SEA team rider Cole Houshmand’s signature model is being released in May 2025. This will also be part of the CPR series, designed by Cole to emulate his style in and out of the water. I-SEA is the Official Sunglass of the World Surf League. This year, we are the sponsor of the events in Peniche, Portugal; Snapper Rocks, Australia; Lower Trestles, California; Teahupoʻo, Tahiti; and Cloudbreak, Fiji. We just got back from the WSL event in Peniche, where we had a store in the contest village. As one of the eyewear brands that invests the most in surfing — supporting both athletes and events — it was important for us to showcase our brand and products to the public. The event served as an official launch for the brand in Portugal, and we couldn’t have asked for a better outcome: lots of sales, plenty of smiles, and proof that the future looks bright for I-SEA in Europe. Our team will be attending most of the events throughout the season, and we plan to tell the stories of our athletes and team as they travel the world throughout the season. In 2025, we added new colors to popular styles such as the Blair Conklin and Greyson 2.0. We plan to continue marketing these styles in collaboration with the athletes.

How are you supporting retailers to sell this category?
We provide our retailers with POP and imagery to display in stores (see below). We also have three different display case options for any retailer’s needs. These include a 24-unit countertop, perfect for boutiques, a 64-unit floor display, and a 114-unit mega display (pictured below at the US Open of Surfing in Huntington Beach and at the MEO Rip Curl Pro in Peniche ). We also provide retailers with photo assets for their social media channels and websites. Internally, we do weekly marketing pushes and emails that feature key new products. I-SEA is the Official Sunglass Sponsor of the WSL World Tour, which has helped garner brand exposure. In addition to this sponsorship, we also host group CPR sessions for Watermen at WSL events. These marketing initiatives help bring brand awareness to the retailers.

Key Products:

CLOUD 9:
Your new favorite, sunnies, are here. Whether you’re hitting the beach, exploring the city, or enjoying a sunny day, Cloud 9 is your go-to accessory for a burst of personality and fun. Hand polished Acetate frames. Premium scratch resistant lens. Polarized lenses offering 100% UV Protection providing superior color contrast. Internally reinforced stainless steel hinges.

CLOUD 9

BLAIR CONKLIN:
Designed by Skimboarder Blair Conklin – His Signature Sunnies feature hand-polished polycarbonate frames with a super soft touch finish. Premium scratch resistant lens with hydrophobic coating. Polarized lenses offering 100% UV Protection and providing superior color contrast. Internally reinforced stainless steel hinges.

BLAIR CONKLIN

CROSBY:
Crosby is ready to be your new everyday fave. This new acetate essential is a stand-out that looks impeccable on a wide range of face shapes. Elevate your sunny-day ensemble with these sunnies designed to keep you effortlessly cool and protected under the sun. Hand-polished Acetate frames. Premium scratch-resistant lens. Polarized lenses offering 100% UV Protection providing superior color contrast. Internally reinforced stainless steel hinges.

CROSBY