Oakley Sunglasses 2026 Preview

Retail Buyers Guide: Sunglasses 2026 Retail Buyer’s Guide
Brand: Oakley
Interviewee: Alessio Carozzino - Oakley Eyewear & META Brand Management Lead

How was the sunglasses market overall in 2025?
2025 has been an exceptional year for our sunglasses category. Our high-wrap collection drove significant momentum: the Eye Jacket Redux made a powerful return as a staple among younger consumers, while fresh and more disruptive silhouettes like Plantaris quickly became standout performers. On the technology innovation front, we introduced the Stunt Collection (featuring Stunt Wing, Stunt Devil, and Stunt Glider), engineered with our new HyperGrip™ Technology and developed over two years alongside 15 pro athletes to deliver best-in-class retention through every sprint, jump, and turn.

What new trends have you seen for sunglasses in board sports for 2026?
The board sports scene is currently dominated by the resurgence of the dual-lens, high-wrap family. The Eye Jacket Redux has made a powerful return as a staple among younger consumers, accompanied by more accessible options such as Lateralis and Masseter. There’s a brand-new wave of riders, surfers, and skaters embracing these 90s-Oakley inspired silhouettes, coming for the OG Eye Jacket and Straight Jacket, which strike the ideal balance between outdoor performance and everyday wearability.

Which segment of your 2026 offering do you expect to sell best and why?
The high-wrap family is the segment we believe will generate the greatest impact, and in 2026 it takes a further step forward. Building on the success of Plantaris, Lateralis, and Masseter, we’re introducing new silhouettes; Plantaris SQ, Neoforma, Terraforma, that expand the family while staying rooted in the same Eye Jacket-inspired DNA, sitting at the crossroads of sport performance, culture and lifestyle.

Which lens technologies from your 2026 offer are most in demand?
Vision lies at the core of everything we do, and all our lenses deliver best-in-class optical clarity, definition, and impact protection. Prizm™ Technology remains our most distinctive innovation, designed to enhance colour and contrast for an optimised visual experience across any environment, empowering consumers to fine-tune their vision for any lighting condition while expressing their individual style. We also know that prescription wearers have long had to compromise on style and performance, and that’s something we’re actively working to change. We’re excited to soon be introducing new lens lamination technology that will allow prescription wearers to enjoy the full Oakley experience across our shield sunglass styles. Beyond that, we’re continuing to push into the wearables space, maximising our partnership with Meta to bring consumers next-level, best-in-class innovation.

Have you introduced any new lens colours and tints in your 2026 offering?
Our 2026 high-wrap collection features a broad spectrum of lens colours, with a strong focus on Prizm™ Everyday tints such as Prizm Black, Grey, and Tungsten, designed to deliver comfort and adaptability across varying light conditions. The lineup also includes Polarized versions engineered with HDPolarized® optics for enhanced glare reduction and all-day eye comfort. We are also fueling the full Jackets Family with refined, modern color palettes, such as in tones of Mahogany and Rootbeer, that are designed to resonate strongly with our younger target audience.

What are your marketing stories?
We’re backing this category with dedicated marketing support throughout the year, focused on the intersection of sport performance and cultural relevance. The SS26 Jackets story will be a key moment, activated through wholesale and community-driven initiatives, bringing together an iconic eyewear family with a bold creative direction and a broader product universe spanning eyewear, apparel, footwear and accessories. Key models will also be featured across sport-driven moments, culminating in our Snow story toward the end of the year, all complemented by limited drops designed to keep engagement high.

How are you supporting retailers to sell this category?
We will develop dedicated visual assets to support every model in the category. from comprehensive asset libraries and lookbooks to tailored sell-in tools. ensure that these products are showcased at their full value and effectively introduced to the market. Our retail support strategy is designed to equip partners with everything they need to tell the product story with confidence and drive sell-through at store level.

Key Products:

Eye Jacket Redux:
Eye Jacket® Redux, inspired by the original Eye Jacket that revolutionized the look of sport performance eyewear, features the same bold oval silhouette that first hit the scene in 1994 updated with today’s revolutionary technologies.

Eyejacket Redux

Plantaris SQ:
Built to adapt. Plantaris SQ evolves the original Plantaris silhouette with square lenses, extended side shields, and a fast-swap vented nose piece. Ready to match your mood and your environment.

Plantaris SQ

Neoforma:
Movement in every line. High-wrap curves create a look that feels fast but fits any scene. The frame combines strength with flexibility, built to handle whatever comes next.

Neoforma