SMITH SUNGLASSES 2025 PREVIEW

Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: Smith
Interviewee: Kate Gaer, Global PR Manager

How was the sunglasses market overall in 2024?
Information unavailable at time of questionnaire.

What new trends have you seen for sunglasses in board sports for 2025?
The trend of retro-style frames continues into 2025. We launched the Ultralites in early February, an archive piece from 1987, retooled with modern lenses and materials and it sold out completely within the first few days. Smaller frames like we saw in the 90s are also on trend, as seen in Smith’s Monroe Peak sunglass and a new release to debut in Fall (Stay tuned!)

Which segment of your 2025 offering do you expect to sell best and why?
We’re continuing to see consistent and growing sales across our Performance offerings which can be used cross category from snow to bike to run – top styles include the Pursuit, Venture, Wildcat, and Bobcat. We’re also seeing consistent sales across Smith’s Archive Collection as retro styles continue to trend.

What new frame shapes and colours are in your 2025 offer?
New frame shapes include a classic round lens shape in the Westward, modernized angular lines on the new Outrigger, and oversized lenses on the Ultralites. New frame colors: Matte Summit, Summit Crystal, Matte Ash Marble, and Rosewood Crystal

Which lens technologies from your 2025 offer are most in demand?
ChromaPop Photochromic and Polarchromic lenses, and the introduction of ChromaPop Glacier Photochromic lenses are in high demand.

Have you introduced any new lens colours and tints in your 2025 offering?
ChromaPop Photochromic Brown
ChromaPop Photochromic Brown Opal Mirror
ChromaPop Glacier Photochromic Copper Blue Mirror
ChromaPop Glacier Photochromic Copper Opal Mirror
ChromaPop Low Light Rose Blue Mirror

Any noteworthy sustainable practices in your production and shipping processes this year?
We continue to manufacture majority of our sunglasss range from Evolve bio-based frame material and have since launching our CORE Collection of eyewear made from post-consumer water bottles in early Spring 2022, Smith has continued its commitment to environmental improvements with the discontinuation of plastic waste across new packaging eyewear (and wintersports) products. All retail boxes are now produced from post-consumer recycled cardboard that are designed to easily fold flat for compact storage for reuse and/or disposal.

What are your marketing stories?
Smith’s 60^th Anniversary throughout 2025

How are you supporting retailers to sell this category?
Staff training and retail support is incredibly important to SMITH. We rely on shop employees to effectively communicate our design features and technology benefits to customers and utilize several programs – including Elastic – to provide training tools and incentives for promoting SMITH within their locations. In addition, we’ve added significant resources to our trade marketing division to support retail displays, graphics, and point of purchase opportunities to continue driving the SMITH message in store.

Key Products:

Bobcat:
Offering complete coverage and protection across sport disciplines and seasons, the Bobcat sunglass provides the features and innovations of its best-selling counterpart, the Wildcat, in a smaller face fit and lightweight feel. The versatile crossover design with a modern fit and fierce flare pairs goggle-like performance with the airflow and comfort of a sunglass to support a vast range of adventures.

Bobcat

Ultralite:
A throwback from 1987, the retro ski goggle inspired design offers an oversized fit with a classic cylindrical shield lens in slight wraparound curve, complete with ventilation holes to move airflow. Modern upgrades include lightweight and durable Evolve™ bio-based frame material and ChromaPop™ lens technology to keep the future in focus with contrast and color-boosting optics.

Ultralite

Venture:
A modern approach to classic glacier glasses, the iconic round lens frame design is comprised of super lightweight Evolve™ bio-based material and features adjustable QuickFit temple arms for customized adjustability for all-day comfort. Sun and snow glare coverage are provided through the removable side shields that limit peripheral light and a removable nose piece for added protection. Offered exclusively with ChromaPop™ lens technology to enhance contrast and natural color for terrain-boosting views of every wind drift and crevasse.

Venture