I-Sea Sunglasses 2026 Preview

Retail Buyers Guide: Sunglasses 2026 Retail Buyer’s Guide
Brand: I-Sea
Interviewee: Allison Singer & Joey Santley – Co-Founders & Co-CEOs

How was the sunglasses market overall in 2025?
The sunglasses market remained strong throughout 2025, with double-digit growth year-to-date despite continued shifts in the retail landscape. In Europe specifically, momentum has accelerated significantly. In 2026, we are offering a much healthier mark-up, giving retailers stronger margin while maintaining accessible consumer pricing. Our European pricing is built around a new €35 entry price, with 95% of the range retailing between €35, €45 and €49, and a couple of Signature Series styles at €59.Our European business is on track to more than double its turnover this year, driven by deeper distribution in core surf retail and a major breakthrough in the mountain segment, where our business is growing stronlgy. We are now working closely with major groups in the Alps and a wide network of independent ski and snowboard stores, alongside a strengthened partnership with Rip Curl Europe — we are now represented in 18 Rip Curl stores — and in 15 countries in Europe, with more to come. Consumers continued prioritising versatile, fashion-forward eyewear at accessible price points, and we saw strong engagement across both core styles and new seasonal launches. Our 2025 collections were especially well received by both retailers and consumers, driven by a focus on wearable silhouettes, elevated design details, and sustainable materials. Going into 2026, our first and second quarters have looked very strong. We have introduced a variety of new shapes and categories into the line, allowing us to reach a broader range of European consumers across both coastal and mountain channels while continuing to evolve the brand aesthetic.

What new trends have you seen for sunglasses in board sports for 2026?
We are seeing continued demand for versatile eyewear that balances style, comfort, and functionality. As a result, we have focused heavily on lightweight constructions, elevated design details, and technical features that support active lifestyles — both on the water and on the slopes. Oversized shields and wraparound silhouettes have continued gaining momentum within board sports and fashion, blending technical function with a bold aesthetic. To meet the demand in this category, we are introducing new shapes over the next few seasons that will live in this space. We are also seeing increased interest in high-performance styles designed for versatility in and out of the water. Across our collection, all lenses are polarised and treated with a hydrophobic coating to help repel water and reduce smudging. Many of our sport-focused frames also feature non-slip nose pads and are constructed from TR90, a flexible, lightweight, and highly durable material built for active use and long days outdoors. Alongside product innovation, we continue to work with Eastman Renew to invest in sustainable materials, allowing us to expand our CPR Sustainable Series, which remains an important growth category for the brand. This is a clear priority across the European board sports industry and for consumers purchasing within the category.

Which segment of your 2026 offering do you expect to sell best and why?
For the women’s assortment, we expect the aviator category to continue performing the best across European retail. The aviator has remained a consistent stronghold for us due to its versatility and its ability to balance trend relevance with everyday wearability. Royal, our classic aviator built for comfort with polarised lenses and full UV protection, has been a standout performer in Europe, with several SKUs already sold out — reinforcing strong consumer demand for this category. At the same time, we are seeing strong traction in the opposite direction with mini and slim-profile shapes, which continue to resonate with more fashion-forward consumers. Our new style, Josie, has emerged as another key performer.

What new frame shapes and colours are in your 2026 offer?
May 1st marked the launch of our Summer 2026 collection, which includes 4 women’s styles in 4 colors each. The early response has been strong across European retailers, sales reps, and consumers, with design being driven by demand for a mix of trend-led fashion silhouettes and wearable, everyday core styles that offer broad appeal across retail channels. On the colour side, we have leaned into bright yet wearable tones that speak to the season without feeling overly trend-restrictive. The palette includes shades such as violet, oak and terracotta. For our men’s collections, more muted, everyday colourways continue to be the strongest performers within the assortment, reinforcing demand for understated, versatile styling options.

Which lens technologies from your 2026 offer are most in demand?
A majority of lenses in our offering are polarised, and all frames provide 100% UV protection, ensuring reliable performance across a wide range of outdoor conditions. In addition, lenses are treated with anti-scratch and hydrophobic coatings, making them especially well-suited for ocean and alpine environments where durability and clarity are essential. Within our premium segment, the Ivan Florence and Cole Houshmand signature models feature Multi-Layer Lamination lenses, which deliver enhanced visual clarity while also incorporating recycled materials. This combination of elevated performance features and more sustainable construction continues to differentiate the collection.

Have you introduced any new lens colours and tints in your 2026 offering?
Polarisation continues to be a core focus in our design and product development, reinforcing both performance and visual clarity across the range. For 2026, we have continued to evolve our lens offering with a stronger emphasis on performance-led and lifestyle-driven colour options that enhance both function and aesthetic appeal. Alongside these newer introductions, we have continued to carry forward our core, proven lens colours — including green, smoke, brown, plum, and navy — which remain foundational across the assortment due to their versatility and broad consumer appeal. On the men’s side specifically, the strongest-performing lens colours continue to be smoke and brown, along with Revo mirrored lenses, which remain popular for their elevated performance aesthetic and strong visibility in outdoor and active environments.

Any noteworthy sustainable practices in your production and shipping processes this year?
We are continuing to expand and market our C.P.R. Sustainable Series. The frames in this collection are made with Tritan Renew Recycled Materials from Eastman.

What are your marketing stories?
One of our key marketing stories continues to be the combination of quality and affordability across our frame offering. European customers consistently respond to our use of premium materials, fashion-forward design, and polarised lenses — all delivered at an accessible price point. Throughout the season, we will continue to focus on educating buyers and consumers around product features, performance benefits, and our competitive pricing. A major pillar of our marketing strategy is our ongoing partnership with the World Surf League (WSL) as the Official Global Eyewear Partner. This platform allows us to authentically connect the brand to elite-level surfing, and we are proud to sponsor two tour athletes, Jack Robinson and Cole Houshmand. Throughout the year, we plan to continue sharing their competitive results, travel stories, and behind-the-scenes content from the tour — content that resonates strongly with European surf consumers. We are also continuing to highlight our athlete roster through their signature styles, including Cole Houshmand, Ivan Florence, Greyson Fletcher, and Blair Conklin. In addition, we are building anticipation around the upcoming release of the Jack Robinson Signature Frames, which will further strengthen our presence within performance and lifestyle surf culture. We also follow and support a wider group of athletes, including William Aliotti, Alana & Luke Lopez, and Talia Swindal, sharing their surf trips, contest results, and global travel experiences throughout the season.

How are you supporting retailers to sell this category?
We support our European retailers through a combination of strong margin economics, in-store merchandising tools, digital assets, and ongoing sales education designed to make the category as easy and effective to sell as possible. At the retail level, we provide a full suite of point-of-purchase (POP) materials and imagery for both in-store and digital use, including web and social media assets. These resources are designed to help bring the product to life on the shelf and online, while maintaining a consistent brand story across all touchpoints. We also support retailers with a range of flexible display solutions tailored to different store formats and volume needs. These include a 24-unit countertop display ideal for boutiques, a 64-unit floor display for mid-sized doors, and a 114-unit mega display for higher-volume accounts. Each display is designed for strong visual impact and now features an interchangeable magnetic system, allowing retailers to easily refresh marketing initiatives and seasonal campaigns throughout the year.

Key Products:

Royal:
A classic aviator that blends timeless style with everyday wearability. Designed for comfort and built with polarised lenses offering full UV protection, Royal has quickly become one of our standout styles in Europe, with several SKUs already sold out. Effortlessly versatile, it transitions seamlessly from beach to city — a true core style with strong retail appeal across the European market.

Royal

Maya:
A flattering oval silhouette reimagined with distinctive wavy temple detailing for a playful yet elevated look. Maya blends soft, wearable proportions with a unique design twist that stands out at retail level. Featuring polarised lenses and 100% UV protection, it delivers everyday performance while staying stylish. Perfect for customers seeking subtle statement styling.

Maya

Hudson:
A refined men’s frame designed with subtle side cups for added sun coverage and reduced peripheral glare. Hudson balances classic styling with functional performance details, making it ideal for active, outdoor lifestyles. Equipped with polarised lenses and 100% UV protection, it delivers comfort, clarity, and everyday wearability. A versatile core style with strong retail appeal.

Hudson