Smith Sunglasses S/S 2026 Preview

Retail Buyers Guide: Sunglasses S/S 2026 Retail Buyer’s Guide
Brand: Smith
Interviewee: Allie Flake, Global Eyewear Category Manager

How have your sales been in 2025 so far?
Sales have been consistent with 2024 sales but we’re happily seeing growth and strong consumer adoption within our newest lens technologies; ChromaPop Glass Polarchromic, ChromaPop Photochromic, and new ChromaPop Glacier Photochromic tints.

What are the key trends in sunglasses for board sports for Spring/Summer 2026?
“Smart Glasses” are the biggest trend and progression in the eyewear industry at the moment. They are starting to become the norm and it has been interesting to watch this technology availability develop for eyewear consumers. NOTE: SMITH isn’t currently offering a Smart Glass but we’d be remiss if we weren’t keeping an eye on the trend.

Which segment of your 2025 offering is selling best and why?
Performance has always been our focus and continues to be our North Star. This is the segment that our consumers come to us for, expect from us, and where we look to for the most opportunity and growth at SMITH. At the end of the day the experience is everything and it’s our goal to keep you out there longer whatever the conditions are.

What frame shapes and colours will you offer in your SS26 collection?
Highlighting the new styles for 2026:
Syncline, an XL coverage shield for performance bike specifically made for downhill MTB (but can be used across all bike disciplines and have crossover athleisure appeal) is an oversized 5-base cylindrical lens that’s interchangeable and RX adaptor compatible. Offered in ChromaPop and ChromaPop Photochromic lens tints.
Truss and Cipher, two new shapes in our brand new product vertical, SportStyle, featuring a convergence of the lifestyle and performance world. Showcasing a more progressive, contemporary, lifestyle frame aesthetic with subtle performance features and benefits. The Truss blends a retro keyhole style frame with subtle geometric design lines with modernized elements including laser vents in the lens, removeable bridge for added comfort and style, and paracord leash retainer. The Cipher is a medium fit, 6-base dual lens sport style with minimal frame design and trend-forward appeal. Lastly, the Strand evolves the classic wayfayer shape with a mix of bolder and design elements while maintain a timelessness look. Unisex fit and style for everyday. Trending colors include new crystal tint options, new takes on traditional tortoise for a bolder appeal, and deep shades with pearlescent shimmer.

What materials are you using in your SS26 collection?
Our main frame material used throughout the SMITH sun line is our Evolve™ eco-friendly nylon material made from non-GMO castor-oil-based resin to help reduce fossil fuel consumption. Many of our frames also feature Megol rubber temple and nosepads to add comfort and retention to help your sunnies stay put.

What lens technologies will you offer in your SS26 collection?
SMITH’s ChromaPop technology continues to be our main lens technology story. ChromaPop technology uses dyes to selectively filter light in the confusion areas on the visible light spectrum. Reducing the right amount of light from the environment in the confusion areas causes color separation which allows for sharper color perception and better optics which enhances your overall experience. Within our ChromaPop lens range, we also offer Photochromic lenses that automatically adjust to variable light conditions.

Which lens colours and tints will you be offering in SS26?

ChromaPop Glacier Photochromic Lenses:
Copper w/ Opal Mirror, Copper w/ Blue Mirror, Copper w/ Gold Mirror, Copper w/ Red Mirror, Yellow w/ Violet Mirror (new!), Copper w/ Rose Gold Mirror (new!)

ChromaPop Photochromic Lenses:
Clear to Gray, Brown, Opal Mirror

ChromaPop Glass Polarized Lenses:
Blue Mirror, Black, Brown, Opal Mirror, Green Mirror, Bronze Mirror, Low Light Yellow, Deep Blue Mirror (new!)

ChromaPop Glass Polarchromic Lenses:
Yellow w/ Blue Mirror, Brown w/ Green Mirror, Rose w/ Blue Mirror (new!)

ChromaPop Polarized Lenses:
Gray Green, Brown, Bronze Mirror, Blue Mirror, Black, Rose Gold Mirror, Opal Mirror, Green Mirror, Slate (new!)

ChromaPop (non-polarized) Lenses:
Green Mirror, Red Mirror, Black, Opal Mirror, Rose Gold Mirror, Violet Mirror, Bronze Mirror, Black Gold, Blue Mirror, Gray Green, Brown, Low Light Amber, Low Light Copper, Contrast Rose, Low Light Rose Blue Mirror, Low Light Rose, Slate (new!)
Any new sustainable practices in your production and shipping processes?
In development….stay tuned.

What are your SS26 marketing stories?
Our eyewear marketing manager is on vacation without access to email so this answer will be delayed – apologies

How will you support 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:

Guide’s Choice:
A best seller since the 90s, The Guide’s Choice has been reimagined to exceed the needs of our most demanding customers. Incorporating SMITH’s most advanced eyewear technologies, this style boasts wide temples and an aggressive wrap for superior light protection. Add to that premium Italian spring hinges, megol nose and temple pads, a detachable sunglass leash, and premium 8 base ChromaPop lenses. Now offered in ChromaPop Glass Polarchromic tint options.

Guides Choice

Lowdown 2/XL:
The thing about classics is they transcend decades. The Lowdown 2 sunglass, Smith’s iconic frame, could be from this season, next season, or 1962. Featuring an Evolve bio-based frame, color-boosting ChromaPop™ lenses, megol nosepads, and autolock hinges. Simple, sophisticated, timeless. Available in XL size too.

Lowdown 2 XL

Wildcat/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.

Wildcat

Additional top sellers:
Embark, Venture, Riptide.