WAVE HAWAII Sunglasses 2024 Preview

Retail Buyers Guide: Sunglasses S/S 2024 Retail Buyer‘s Guide
Brand: Wave Hawaii
Interviewee: Carsten Raphael, CEO

How was the sunglasses market overall in 2023?
2023 was the best year in our company’s history. The sunglasses segment brought us growth of over 30%, which we are very happy about.

What new trends have you seen for sunglasses in board sports for 2024?
We remain committed to our goal of sustainable and natural eyewear models. We are more in the lifestyle sector. Here, our wooden frames still dominate over frames made from recycled fishing nets.

What segment of your offering is selling best in 2024 so far?
Clear thing: wooden sunglasses made entirely of wood, and wood in combination with polycarbonate.

Have you introduced any frame shapes and colours in your 2024 offer?
Traditional shapes with small details on temples and frames are the order of the day here, so a little retro with modern parts makes for a good mix. In detail: Square, panto, wayfarer and square are shapes that also score points with colour accents.

Which lens technologies from your 2024 offer are most in demand?
We use hard-wearing polycarbonate lenses that are virtually unaffected by exceptional mechanical stress. Thanks to the anti-ocean coating on our mirrored models, they are particularly protected against aggressive stresses, e.g. from salt water.

Have you introduced any new lens colours and tints in your 2024 offering?
In addition to the traditional colours and mirror coatings, we have recently launched yellow mirrored lenses. We have noticed an increased demand for mirrored glasses and are adapting accordingly.

Any noteworthy sustainable practices in your production and shipping processes this year?
The wood for our sunglasses is obtained from sustainable and environmentally friendly forestry in accordance with FSC standards. The sunglasses with frames and temples made from recycled fishing nets speak for themselves without much explanation. We also ship climate neutrally.

What are your marketing stories?
Have fun and go through life and our shared world with open eyes. Don’t just agree, but also act accordingly. This includes, among other things, consuming cheap, disposable products made predominantly from synthetic materials. Even small contributions count. We at WAVE HAWAII want to make our contribution.

How are you supporting retailers to sell this category?
We have great bamboo counter displays for our sunglasses, which we also use to appeal to retailers who can only order smaller quantities, which is not a problem for us. What’s more, we don’t have a minimum order quantity and we have a calculation that every retailer can really enjoy. Our sunglasses and other products are generally available all year round and can be ordered at short notice at any time.

Key Products:

Model Aruba:
Aruba sounds like summer, warmth and sunshine. This model with its cherry pink mirrored lenses is just the ticket. Don’t worry, the view through the sunglasses comes with a grey tint and polarised lenses for a clear view. The two-tone frame is the perfect combination with the ebony temples, which stand out with their chic and practical details. The front has spring hinges and the back has an opening for a strap.

Aruba

Model Lookback:
Lookback – to the good old days. The decade of aviator sunglasses is over? No way! These perennial favourites with their orange polarised lenses will make you look fresh and shiny. The elegant rosewood temples with their spring hinges and rose gold-coloured frame will rightly make your heart beat faster. Just treat yourself to them. Life is great!

Lookback

Model Sao Paulo:
Sao Paulo – classic form, redefined. The best ebony wood with fine shades characterises the individual character of these glasses. The laminated layers ensure stability, while the spring hinges provide flexibility, so that different head shapes can feel comfortable with this model. The discreet orange-coloured temples at the front give the sunglasses a unique touch. And the polarised lenses ensure optimum vision.

Sao Paulo