Koo Sunglasses S/S 2026 Preview

Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: Koo
Interviewee: Marco Galli, Marketing Director Sport & Optics

How have your sales been in 2025 so far?
In 2025, we sharpened our focus on performance eyewear – a strategy that has already yielded strong results. By concentrating on this core category, we have been able to align more closely with the needs of athletes as well as everyday consumers who prioritise technology, comfort, and style. This clear positioning has strengthened our brand identity and driven consistent growth across key markets.

What are the key trends in sunglasses for board sports for Spring/Summer 2026?
Performance-focused sunglasses continue to define the leading trend for Spring/Summer 2026. Within board sports, athletes and enthusiasts are seeking eyewear that combines advanced technology with lightweight comfort and lasting durability. While protection from the elements, enhanced visual clarity, and a secure fit during dynamic activity remain key priorities, the trend is evolving from larger-mask designs, such as Demos and Spectro, towards smaller-mask models like Alibi and our most recently unveiled Nebula. At the same time, style is increasingly influential: sunglasses are now regarded not only as essential performance equipment but also as fashion statements that allow wearers to express individuality both on and off the board.

Which segment of your 2025 offering is selling best and why?
Our Alibi model continues to stand out as the best-selling piece in the 2025 collection. Riders really value its combination of performance and versatility. The half-frame design provides a wide, unobstructed field of vision, while the wraparound fit ensures comfort and stability on both road and gravel rides. Another key factor is the range of colourways available, from bold mirrored lenses to more understated options, giving athletes and everyday riders alike the chance to find a style that suits them. Available in two sizes, Alibi strikes the perfect balance of function and personal expression, which has made it a clear favourite in the lineup.

What frame shapes and colours will you offer in your SS26 collection?
For Spring/Summer 2026, we’ll be continuing with the same frame shapes and colourways that have proven so successful in our 2025 line. The feedback from athletes and customers has been overwhelmingly positive, with the current collection striking the right balance between performance-driven design and bold, contemporary style. By keeping the range consistent, we’re allowing riders and sports enthusiasts to continue choosing from models and colours they already know and love, while ensuring availability across our most in-demand products.

What materials are you using in your SS26 collection?
Our SS26 collection will continue to rely on the premium materials that define KOO eyewear. With the launch of our Hype sunglasses, we introduced Rilsan, a bio-based material that offers durability, flexibility, and a reduced environmental impact. The intention is to continue using this material in future collections as part of our commitment to performance and innovation. By maintaining Rilsan and the rest of high quality materials palette, we’re ensuring the same consistent quality, comfort, and performance that athletes and everyday wearers already associate with KOO.

What lens technologies will you offer in your SS26 collection?
For Spring/Summer 2026, we expect to continue offering the same advanced lens technologies that have been so well received in 2025. At the core of this is our photochromic lens technology, which adapts seamlessly to changing light conditions, ensuring athletes enjoy consistent clarity and protection from dawn to dusk. This flexibility has made photochromic lenses one of the most popular choices in our collection. Alongside this, our partnership with Zeiss lenses continues to deliver outstanding clarity, colour enhancement, and reliable protection across a range of conditions. The current portfolio has been praised for giving athletes the flexibility to perform at their best, whatever the environment. By carrying these technologies forward, we’re ensuring riders and sports enthusiasts can rely on the same trusted performance that has already become a hallmark of the KOO collection.

Which lens colours and tints will you be offering in SS26?
For Spring/Summer 2026, we will continue with the same lens colours and tints that have proven successful in our 2025 collection. This includes a wide range designed to cover everything from bright, high-glare conditions to low-light environments. Photochromic options will also remain in the line, giving riders adaptive performance as light conditions change.

Any new sustainable practices in your production and shipping processes?
Sustainability is something we are always mindful of. Our current processes already prioritise high-quality, long-lasting materials and localised production in Italy, which help to reduce waste and minimise unnecessary transport. By keeping these standards consistent, we’re ensuring that every pair of KOO eyewear is built to last, while continuing to evaluate opportunities for future improvements as technologies and logistics evolve.

What are your SS26 marketing stories?
For Spring/Summer 2026, our marketing narratives emphasise the idea that eyewear represents far more than performance equipment. We place confidence in the technology underpinning our materials and designs, creating products that support individuals at every level – from dedicated amateurs to world-class professionals. Our sunglasses embody innovation and protection while also delivering comfort, confidence, and style. They serve as true performance tools and, simultaneously, as fashion statements that inspire people to push their limits and express their individuality.

How will you support retailers to sell this category?
At KOO, we believe the success of our retailers is integral to the growth of the performance eyewear category. Supporting them goes beyond supplying products. We provide comprehensive resources to ensure they can confidently communicate the value of our design and technology to their customers. This includes dedicated training sessions to equip sales staff with in-depth product knowledge, along with ongoing retail support to keep teams updated on innovations and seasonal stories. In-store tools such as display solutions, visual merchandising assets, and marketing materials are also made available to help create an engaging consumer experience. By combining training, tools, and continuous partnership, we empower retailers to showcase our eyewear as both high-performance equipment and a lifestyle choice, driving stronger connections with consumers and ultimately increasing sell-through.

Key Products:

HYPE:
The KOO Hype blends high-performance with bold aesthetics. Its squared, dual-lens appearance features Zeiss toric lens that delivers crystal-clear vision across a wider field. The Maximum Ventilation System, with center and temple ports, ensures fog-free clarity during intense efforts. Designed for road racers who demand both style and substance.

KOO HYPE_ALMOND_WHITE_MATT_BROWN_LENS

ALIBI:
The KOO Alibi, available in two sizes, is engineered for meticulous cyclists and adventurers. Its half-frame design delivers maximum visibility. The lens, available in either photochromic or standard Zeiss options, features ventilation holes that improve airflow and reduce fogging. With a strong, lightweight Grilamid frame, rounded arms for secure fit, and optical-clip compatibility, Alibi offers performance, comfort, and versatility in one sleek package.

KOO ALIBI_WHITE_MATT_RED_LENS

NEBULA:
The KOO Nebula redefines performance eyewear with its ultralight (21 g), frameless design – offering an expansive, unobstructed field of view and feather-light comfort. Available with either a photochromic or standard (by Zeiss) nylon toric lens, it also features excellent ventilation and interchangeable nose pads. Nebula ensures a secure fit and razor-sharp vision in any condition.

NEBULA_TEAL_DARK_MATT_x_TURQUOISE_LENS