Oakley Sunglasses S/S 2026 Preview

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

What are the key trends in sunglasses for board sports for Spring/Summer 2026?
The board sports scene is currently dominated by the resurgence of our dual-lens, high-wrap family. One of the core silhouettes of this collection is the Eye Jacket Redux, accompanied by fresh additions like Plantaris (a standout performer in 2025), alongside more accessible options such as Lateralis and Masseter. In general, there’s a brand new wave of young riders, surfers, and skaters who are embracing these 90s-Oakley inspired shades (coming for the OG Eye Jacket, Straight Jacket), which strike the ideal balance between outdoor performance and everyday wearability.

Which segment of your 2025 offering is selling best and why?
Building on that momentum, 2025 has been an exceptional year for our high-wrap collection. New silhouettes like Plantaris, Lateralis, and Masseter have just launched and are already being celebrated as brand icons. Meanwhile, the Eye Jacket Redux has made a powerful return, becoming a staple among younger consumers. These frames perfectly capture the sweet spot between outdoor performance and everyday style, making them the go-to choice for a large segment of our new generation audience.

What frame shapes and colours will you offer in your SS26 collection?
The SS26 Collection will further expand our high-wrap lineup, adding both depth and innovation. New silhouettes will arrive as refined evolutions of existing models, alongside fresh designs introducing new materials – including our first-ever 8-base sun frame crafted entirely from aluminum, delivering the perfect blend of lightweight performance and distinctive style.

What materials are you using in your SS26 collection?
Vision, comfort, and durability remain at the heart of everything we create. The SS26 Collection continues to elevate our best-in-class technology, featuring frames engineered from premium materials such as aluminum, our proprietary O-Matter™ material, and Unobtanium® for enhanced grip and comfort – all paired with Prizm™ Lens Technology in a wide range of colors.

What lens technologies will you offer in your SS26 collection?
Vision lies at the core of everything we do, and all our lenses deliver best-in-class optical clarity, definition, and impact protection. One of our most distinctive innovations remains Prizm™ technology, designed to enhance color and detail for an optimized visual experience. The collection features a broad spectrum of lens colors, empowering users to fine-tune their vision for any lighting condition, all while expressing their individual style. Beyond that, we’re continuing to expand our innovative vision into the wearables space, maximizing our partnership with Meta to bring consumers next-level, best-in-class innovation.

Which lens colours and tints will you be offering in SS26?
Our high-wrap collection will feature a wide array of lens colors, with a strong focus on Prizm™ Everyday tints such as Prizm Black, Grey, and Tungsten. These lenses are designed to provide comfort and adaptability across a variety of light conditions. The lineup also includes Polarized versions, engineered with HDPolarized® optics to reduce glare, enhance visual performance during activity, and maintain all-day eye comfort.

What are your SS26 marketing stories?
We’ll be backing this category with dedicated marketing support, focused on showcasing the perfect intersection of sport performance and cultural relevance. These models will be featured throughout key moments of the year – spanning from Golf to Lifestyle campaigns (with subtle nods to athleisure) and culminating in our Snow story toward the end of the year. All of this will be complemented by limited drops designed to keep engagement high.

How will you support 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 – ensuring these products are showcased at their full value and effectively introduced to the market.

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.

LATERALIS:
Explore in Lateralis, a high-wrap frame designed for everyday wear. Mixing old-school style with new-school design. Built with integrated Unobtainium® ear socks and nosepads for no-slip grip, the O-Matter® frame features deep set lenses to help accentuate the look. For enhanced color and contrast everywhere you go, Prizm™ Lens Technology provides the details.

MASSETER:
A stylish high wrap frame, Masseter continues the inspired design story of functional excellence. Balancing simplified lines, modern design and detail, Masseter features a recognizable, rectangular lens shape, 8-base lens curve and deep-set lens grove reminiscent of late ‘90s, early ‘00s Oakley® designs. Classic meets contemporary in a frame built for all-day wear, with an intentional design to help block peripheral glare. For enhanced color and contrast everywhere you go, Prizm™ Lens Technology provides the details.