KNOCKAROUND SUNGLASSES 2025 PREVIEW
Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: Knockaround
Interviewee: Brand manager
How was the sunglasses market overall in 2024?
It wasn’t the best year as we did not have that much sun and a pretty rainy summer. It was our first whole year selling this brand, but somehow we managed in having a great year – saleswise.
What new trends have you seen for sunglasses in board sports for 2025?
Photochromics and mid priced range sunglasses are the trends for 2025. People are less and less eager to pay 200€ for sunglasses. They want good price but also keep an eye on quality
Which segment of your 2025 offering do you expect to sell best and why?
Our Campeones model (equivalent to Oakley’s Sutro or Julbo’s Fury) will definitely be one of this year’s top seller. Reasons: lots of colors available, good price and fit compared to our competitors
What new frame shapes and colours are in your 2025 offer?
New Frames:
Cloud Catcher: Designed for women – flat lens – modern shape yet classical frame style
Afters: Designed for mens – Flat single lens – party and fun oriented
Which lens technologies from your 2025 offer are most in demand?
Our Knockterra lenses offer the best price/quality ratio on the market! This technology enhances depth perception while keeping our eyes safe from UVs. These lenses are also water and oil resistant.
Have you introduced any new lens colours and tints in your 2025 offering?
No new lens tints in 2025
Any noteworthy sustainable practices in your production and shipping processes this year?
Knockaround are Ocean Plastic Neutral: That’s right—for every pound of plastic we use in production, we remove a pound of plastic from waterways elsewhere. To coordinate this massive collection goal, we work with 4ocean to help employ captains and crews all over the world who work seven days a week removing debris from oceans, rivers, and coastlines. 4ocean audits the collection amounts to ensure our status as Plastic Neutral is accurate and verified. Achieving plastic neutrality has been a goal of ours for a long time
What are your marketing stories?
The brand’s name comes from its creator: he was aiming to make good quality sunglasses while keeping low prices, like his dad’s old New Balance shoes! Knockaround shoes are meant to be worn all year long, whether going to a fancy dinner or mowing the lawn. His goal was also that customers can buy 2 pairs of shade for the price of one.
How are you supporting retailers to sell this category?
We offer wooden handmade displays that are a real help for selling sunglasses: we have 2 types of displays:
-Floor display: 48 pairs
-Countertop display: 12 pairs
Key Products:
The Songbirds are definitely one of our best selling frame:
It’s a great fit for both men and women (depending on the colors you chose). Although the metal branches ensures quality and durability, this model is also very up to trend for 2025!
Songbirds
The Premium is THE best selling frame:
It fits most faces, for both men and women! It also comes in Premium Sport with anti-sliding nose pads and hydrophobic lenses for no compromises between style are efficiency!
Premium
The Campeones is our most sport oriented frame:
Made for biking, running, and skiing. The adjustable pads adapt to any type of nose shape and feels light as a feather once worn. Now also available in several colors for Kids!
Campeones
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