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NAKED Sunglasses 2024 Preview

Retail Buyers Guide:  Sunglasses S/S 2024 Retail Buyer‘s Guide
Brand:  NAKED
Interviewee: Philomena Scheid – PR Manager - NAKED Optics

How was the sunglasses market overall in 2023?
The sunglasses market in 2023 saw mixed performance and experienced a bit of a downturn as the Corona Boom faded. Our in 2023 launched VOLT sports glasses had positive outcomes and were well-received by consumers. On the other hand, the market for ski goggles has remained consistently high, attributed to crowded slopes and sustained interest in skiing.

What new trends have you seen for sunglasses in board sports for 2024?
In sports glasses there’s a notable trend towards predominately using shield sunglasses. Additionally, there is a shift towards larger frames and the use of acetate material for sunglasses.

What segment of your offering is selling best in 2024 so far?
Particularly popular among our customers so far has been ski goggles, closely followed by shield sports sunglasses.

Have you introduced any frame shapes and colours in your 2024 offer?
As of now, we haven’t introduced any new frame shapes or colors in our 2024 offering. However, we´re planning to launch a new model of sports sunglasses in mid-April.

Which lens technologies from your 2024 offer are most in demand?
The most in demand lens technology from our 2024 offer is the purple-green lens, known for its contrast enhancing performance.

Have you introduced any new lens colours and tints in your 2024 offering?
We will be introducing new lens colors and tints with our upcoming sports glasses in April. These new options will provide customers with more choices to suit their preferences.

Any noteworthy sustainable practices in your production and shipping processes this year?
We´re transitioning all our sports glasses to the CO2RE® material blend, which utilizes renewable resources instead of traditional petroleum-based plastics. Furthermore, we´re implementing a Trade-In program where customers can donate their old ski goggles in exchange for a voucher, promoting recycling and reducing waste.

What are your marketing stories?
Our marketing stories revolve around user-generated content to ensure relatable and authentic presence. We try to actively involve our customers to share their experiences with our glasses, showing a diverse range of sports and activities. Our aim is to present entertaining yet informal content that feels personal and approachable.

How are you supporting retailers to sell this category?
We´re operating as a direct-to-consumer (D2C) brand, with no involvement with retailers. Our products are exclusively available through our online store, and we have limited distribution on platforms like Amazon.

Key Products:

The NOVA ski goggles offer cutting-edge technology and sustainable design. With SnapTech magnetic system, anti-fog coating, and CO2RE bio-plastic frame, they ensure durability and clarity on the slopes. The interchangeable lenses provide UV protection and adaptability to various weather conditions.



The VOLT sports glasses offer customisable options for frame, lens and jaw, providing tailored protection and style. Lightweight with rubberized temple ends, they ensure a secure fit during intense activities. The multifunctional design suits various sports, with 450 colour combinations available for personalisation. Made from sustainable CO2RE plastic, they feature interchangeable lenses for versatile use in changing conditions.



The HAWK sports glasses offer a comfortable fit for long sessions, thanks to the adjustable nose piece and rubberized temple ends. Easy handling is ensured with the magnetic sweatband and temple-end retainer, providing secure hold activities. Made from sustainable CO2RE plastic, they are lightweight and ideal for endurance sports. The stylish design guarantees attention-grabbing looks.



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