Knockaround Sunglasses 2024 Preview

Retail Buyers Guide: Sunglasses S/S 2024 Retail Buyer‘s Guide
Brand: Knockaround
Interviewee: Nick Sacks

How was the sunglasses market overall in 2023?
The sunglasses market was fantastic in 2023. It is a highly competitive market, but the demand for quality sunglasses that are affordable has grown since we pioneered the space in 2005, especially in the last 5 years.

What new trends have you seen for sunglasses in board sports for 2024?
Fashion-forward frames and performance sport technology have been hot in 2024. Our lineup of sunglasses and snow goggles reflects both in-vogue styles as well as timeless classics to ensure everyone can find something they feel great in.

What segment of your offering is selling best in 2024 so far?Across Europe, our sports-centric frames, kids sunglasses, and fashion/lifestyle frames have all done well. Standout frames include the Campeones, Premiums Sport, Torrey Pines Sport, Fort Knocks, Brightsides, Songbirds, and Mai Tais. In the U.S., collaborative projects with major sports leagues and musicians like Bob Marley have also done extremely well.

Have you introduced any frame shapes and colours in your 2024 offer?
So far in 2024 we’ve introduced three new frame styles, as well as a new color-enhancing performance lens technology called Knockterra+™. Each quarter we also introduce a variety of new colorways across our range of frame styles. On the horizon this year we have an additional four frame styles and numerous collaborations with major sports leagues, iconic brands, and more!

Which lens technologies from your 2024 offer are most in demand?
Introduced in early 2024, our Knockterra+™ sport lens tech is already in high demand. These color-enhancing lenses are a step up from our other performance option called Knockterra™ sport lens tech. Both Knockterra+™ and Knockterra™ offer water-resistant and oil-resistant coatings, as well as FDA approved impact resistance, so any sweat, water, or fingerprint that makes its way to your lens won’t hinder your performance.

Have you introduced any new lens colours and tints in your 2024 offering?
We have introduced a variety of new lens colors and tints in 2024 with more coming later this year. From performance-forward lenses to fashionable tinted colors, our lineup has a lens for everybody’s style.

Any noteworthy sustainable practices in your production and shipping processes this year?
This year we have maintained our status as a Plastic Neutral company by partnering with 4ocean, a globally recognized leader in sustainability and ocean protection. That means that for each pound of plastic we use in production, we take a pound out of the ocean elsewhere. We continually review our production and shipping to identify further ways to improve our processes, like using recycled paper in our packaging, reducing waste, and more. In 2024, we are shipping products directly from our manufacturer to international partners to reduce our carbon footprint even further.

What are your marketing stories?
2024 is on track to be Knockaround’s biggest year by a long shot. Between new licensing projects with some of the largest sports leagues and companies in the world, to exciting partnerships with pro athletes like PGA Champion Joel Dahmen, and more new frame styles in one year than ever before, we’ve got plenty of storytelling to do. It’s going to be a wild and fun year!

How are you supporting retailers to sell this category?
We’re happy to offer a wide variety of marketing assets for all of our frame styles and fun collaborations. We also offer better visibility on upcoming products, longer shelf life with existing SKUs, product videos for each SKU, and more.

Key Products:

Rainbow on Black Campeones CARB2369:
As the next step in the evolution of Knockaround’s sport lineup, the Campeones set YOU up to be the star of the highlight reel. Featuring a one-piece wraparound lens, adjustable rubberized nose grips, and flexible non-slip arms, these shades emphasize performance without sacrificing style or comfort. Push past ordinary and into legendary—we know you’ve got the gear for it.

Rainbow Campeone

Piano Black Songbirds SBSK3381:
Of course you already know you’re interesting, but putting on a pair of Songbirds will take guessing out of the equation for everyone else. These statement shades audaciously blend art-chic angles and a distinguished, thick frame for a sophisticated silhouette that stands out in the best ways possible.

Piano Songbirds

Rubberized Navy Rider Pacific Palisades PPMT3287:
The Pacific Palisades are what you’d get if you could package up the warm summer vibe of a top down sunset cruise—worries in the rearview mirror, a night of fun ahead. These contoured frames feature rounded-rectangular lenses and a no-nonsense brow bar for a retro look that says, “hop in, we’ve got a party to get to.”

Rider Pacific Palisades