What are the main customers’ demands when buying snow goggles?
Vision, protection, and fit give the user the confidence to send it! We know our customers demand the best optics on the planet, and that’s what we provide. Prizm lens technology is a proprietary recipe built for specific wavelengths of light that reflect from the snow. Whatever the mountain throws your way, Prizm Snow lenses improve contrast and enhance clarity for detecting snow contours, textures, and obstacles in a variety of light and snow conditions. Additionally, the Line Miner Pro uses our Plutonite lenses. These injection-molded lenses create an optically corrected lens for truer, more accurate vision – what we like to call Oakley’s High Definition Optics. The Plutonite lens also offers 100% UV protection and are designed to protect against high-mass and high-velocity impacts. For maximum comfort, our goggles feature a triple-layer face foam. Because of different density foams, each layer has a specific job across fit and moisture management, keeping you comfortable all day long. All Oakley goggles are designed for a seamless fit with Oakley helmets for peak performance across ventilation, fit, and protection.
What were your biggest sellers in 2023/24? Why?
One of the benefits of being the world’s biggest sport performance eyewear brand is that we have access to world-class athletes who test and wear our products. These athletes demand the best from their equipment. Two of the goggles that many of our athletes choose to wear are Flight Deck and Line Miner. Flight Deck was inspired by the helmet visors of fighter pilots and offers a rimless aesthetic. The bold design allows the Prizm Iridium lens to shine on the slopes. Flight Deck is the preferred goggle of Mikaela Shiffrin – the winningest skier of all time. Line Miner is a full-rim goggle, which provides ultimate protection and a sleek look when worn with our MOD1 helmet. This goggle is worn by all of our freestyle athletes, because of its field of view, protection, and fit.
What type of snow goggles from your 2024/2025 collection do you expect to grow the most?
Our Line Miner Pro goggle is new for Fall Winter 2024. Line Miner Pro boasts our sharpest optics and widest field of view in one package, giving you the best visual advantage on the mountain. We achieved this through our new single-layer lens design which reduces distortion, refraction, and reflection, and increases field of view by 20% in comparison to our Line Miner.It comes with two Prizm Iridium lenses – so if you want to change lenses to adapt to the conditions or just to match the kit, we’ve got you covered. This is Oakley’s newest goggle to the line, so we expect Line Miner Pro to grow out of excitement and anticipation for something fresh.
What are the technical highlights of your 2024/25 collection?
We’re excited to offer our first magnetic lens changing system with Switchlock™ Technology. Switchlock Technology is designed to allow you to quickly adapt to changing weather conditions while giving you the confidence of lens security.
Frame Magnets: Six strong, self-locating magnets are strategically located around the goggle frame for quick, stress-free lens changing capability.
Lock-Release Button: To quickly remove the lens, simply push both lock-release buttons, one on either side of the frame, until they are flush with the frame, then remove the lens. To attach a new lens, align lens to frame, then click both sides into place. Simple as that.
Mechanical Lock: Two mechanical locks are located on either side of the frame to keep the lens secure and ensure there aren’t any accidental lens ejections.
Also for 24/25, we’re launching our latest creation, Flex Scape. Drawing inspiration from Oakley’s goggle DNA, and our history of exploration and experimentation, Flex Scape truly highlights the spirit of individualism and forward-thinking design. Inspired by the human form and the human experience, the lens execution was enabled by a team of Mad Scientists driven by the idea that, “Everything, and everyone, in the world can and will be made better.” The result – a methodology we call Physiomorphic Geometry. This methodology continues Oakley’s history of disruptive innovation, allowing our designers to ideate without shape limitations.
Flex Scape is our first hybrid goggle that utilizes Physiomorphic Geometry. This purpose-built lens design conforms to the contours of the face and is shaped to increase your field of view. With Flex Scape, you can go from on-mountain to off-mountain within seconds. It’s for when there’s fresh powder at 8am and cold beverages at 4pm. It’s equipped to not only adjust to different weather conditions, but also your style. First, with a removable, winterized gasket. This fleece-lined gasket is moisture-wicking and can be added or removed based on your preferences. It also comes with an interchangeable strap and eyewear stems. And for optimal on-mountain performance, the lens features an anti-fog coating.
What construction techniques and materials are you using in your 2024/25 goggle collection?
The Line Miner Pro features our first ever single-layer goggle lens. Oakley is known for our industry-leading optics, and we continue to innovate with the lens used for the Line Miner Pro. We fused the anti-fog treatment onto the lens, creating a single layer. Removing the need for an inner lens creates a better optical experience – reducing distortion and light reflection.
What colours and designs are you featuring in your 2024/25 collection? Any standout collaborations?
The 2024 color palette reflects revival and balance seen through heightened earth tones. Additional brilliant, jeweled hues are mixed with thriving greens, while Oakley heritage colors pop to inspire our bold evolution toward the future. Special collabs include signature series with Jamie Anderson, Colby Stevenson, Sage Kotsenburg, Mikaela Shiffrin, Aleksander Kilde, Lucas Braathen, Su Yiming, and Rene Rinnekangas.
Are you implementing sustainability in your products and production processes?
Line Miner Pro is made with a recycled frame, recycled polyester strap, and is housed in a recycled polyester microbag. It also comes with an Oakley protective case to protect the longevity of your goggle. This soft case comes with all of our goggles with Prizm lenses. The soft case packaging eliminates tens of thousands of kilograms in plastic and paper waste that was used for the previous packaging.
What are your marketing stories for 2024/25?
Our biggest consumer benefit for Fall Winter 2024 is modularity and adaptability. Our new goggles – Line Miner Pro and Flex Scape – as well as our helmets and apparel, are equipped for any mountain and any terrain through products that adapt depending on your environment. In addition, we are focusing on the backcountry consumer, and our new products for this season will fall naturally into this space through product innovation and detail.
How are you helping retailers to sell this category?
We offer an online training platform called Leonardo. We want to provide the latest and greatest information that we can to our retail partners. Informative videos for our new products will be loaded on to Leonardo. Oakley’s products are rich in technology, and we want to help the customers and the retail associates learn what makes Oakley’s product different than others.
What is your situation regarding stock and deliveries?
Thanks to the hard work and dedication of our internal team and our manufacturing partners, we haven’t been affected by supply chain issues. We also own our own goggle manufacturing facility, so we don’t have to compete with other brands for resources. We have been proactive in planning for the season and anticipate delivering our product without any issues.