Smith Snow Goggles F/W 2026/27 Preview

Retail Buyers Guide: Snow Goggles F/W 2026/27 Retail Buyer’s Guide
Brand: Smith
Interviewee: • Grady Skelton – Global Snow Marketing Manager • Kevin Wonnacott – Global Snow Category Manager

Which goggles sold best in the winter 2024/2025 and why?

4D MAG Goggle Family
- The demand for BirdsEye Vision Technology – offering 25% more field of view through SMITH’s proprietary lens design – continues to be a key driver in snow goggles.
I/O Mag Goggle Family
- An everygreen staple to the SMITH Collection, the I/O continues to check all the boxes for a superior spherical lens feauring ChromaPop lens and MAG interchangability technologies.
Squad Goggle Family
- The Squad has become the new classic and set the tone for freestyle goggles. Available in MAG interchangle, fixed lens, Small and XL fits, to meet the needs of a variety of size and performance preferences.

Which of your 2025/2026 goggles do you expect to perform best at retail and why?

4D MAG Goggle Colllection and the new Preview Goggle, all with BirdsEye Vision Technology. The Preview Goggle is SMITH’s first fixed lens offering of BirdsEye Vision, offered at an accessible price point to experience the superior technology.
I/O Mag Goggle Collection – tried and true. Includes key SMITH technologies in a variety of sizes, for a variety of users.
Tranfer & Tribute Goggles – We redesigned our entry level goggles with a more contemporary look and upgraded the lens while mainitaining our go-to price point.

Are there any observable trends in the practice of snowboarding that impact product demand and development?
We are seeing a trend in goggle lens shape preference sitting between cylindrical and spherical. Hence, our new Compound Lens with a Flat-Toric shape that will debut in the upcoming Shakedown Goggle. A mix of both worlds. As travel to snow destinations expands, we also continue to see the need for lens interchangability to accommodate different terrains and varied light conditions, so having quick, easy MAG interchangeability and a variety of lens tints to choose from in our collections gives riders a better experience without owning multiple pairs of goggles. SMITH is known for goggle and helmet integration, and continuing to design products that perform together is paramount for creating epic experiences on the mountain.

What are the highlights in frame construction and materials of your 2026/27 collection?
ReNU Capsule:
Recycled, natural and undyed materials are a part of this collection. We have added various subtrates into the frame molds by using repurposed materials, natural color ways and products for detailing and undyed threads used in the straps.

What are the highlights in lens technology in your 2026/27 goggle collection?
Compound Lens:
This is will be our newest lens technology. A merger of our Cylindrical and Spherical lens shapes, the Compound Lens brings in a ‘flat toric’ shape that balances aestetic style and performance benefits by combining a slight vertical curve with a horizontal curve for a wider field of view with optical clarity in a lower profile, freestyle design.
BirdsEye Vision Technology:
Availble in our 4D MAG family and Preview Goggle. This lens technology gives the rider 25% more field of view by extending the lens curve below the sightline and eliminating the usual frame distraction in the lower section of the goggle.
ChromaPop Lens Technology:
Optical clarity, high definition of objects, and color vibrancy

What colours, prints or patterns are you featuring in your 2026/27 collection?

Athlete Collection (Matej and Iris) – Only Collab
Warm Steel – Use Master Line List
Morning Fog – Use Master Line List
Cirrus Gray – Use Master Line List

Which goggles from your 2026/2027 collection do you expect the most growth from and why? 4D MAG Collection:
When you see more, you can do more and that’s the experience you get with BirdsEye Vision technology – consumers are seeing the value in the proprietary technology, and the addition of new lens tints for the collection, including Photochromic and Storm lenses, are providing more versatility to the offering.
Stash XL:
We have redesigned the look of our largest Cylindrical goggle to a more contemporary feel with less frame. The new Stash XL is expected to continue the growh in our larger goggle offerings wile maintaining a look that is true to freestyle snowboarding.

How are you implementing sustainability in your products and production processes?
ReNU Capsule Collection: This collection in the SMITH 26/27 Snow line prioritizes the use of recycled, natural and undyed materials within all aspects and details of our products. From our highest end goggles and helmets, down to our price point products, the ReNU Collection showcases new and unimagined substrates to amplify our offering. Exploring the boundaries of what new materials can be used while also reimagining our current resources. We built this collection with a goal of challenging our capabilities and connecting to our consumers where it matters most:

Recycled – Priority placed on sourcing sustainable materials to build out each helmet and goggle.
Natural – Funky and fresh, while playing in Nature’s color pallet. Softer colors with a bold look.
Undyed – We didn’t overthink it. By using the raw look of materials chosen, it reduces waste while matching the natural color pallet.

How are you helping retailers to sell this category?

Rep Clinics to educate Staff
Training platfroms with educational videos and courses on product for staff
POP visuals and in-store video assets
Product Display units and glorifiers

Key Products:
Our 26/27 collection will re-imagine our most successful goggle collection with a re-design of our Squad frame. We will also introduce a new large format goggle with our Stash XL frame – replacing our current Squad XL. Finally, we will double down on our lens technology by introducing the new Compound Lens in the Shakedown goggle.

Stash:

Stash

Squad:

Squad

Shakedown:

Shakedown