ANON SNOW GOGGLES F/W 2025/26 PREVIEW

Retail Buyers Guide: Snow Goggles F/W 2025/26 Retail Buyer’s Guide
Brand: Anon
Interviewee: Benjamin Schwarz, Senior Brand Manager Europe

Which goggles sold best in the winter 2023/2024 and why?
The M4/M4.s series is our best-selling goggles. It is an oversized goggle available in two sizes: regular, the largest size we feature in the line, and the scaled version (or smaller) that caters to customers who wear medium or small helmets. This goggle is unique because, like all Magna-Tech goggles, it comes with one of our magnetic facemasks (MFI). The M4 also allows you to choose your look, either a modern-looking toric lens or a retro-looking cylindrical lens. Our new goggle, the M5/M5.S series, is our second best selling goggle that we just introduced last season. The M5/M5.S offers a new flat toric lens shape that provides the benefits of a toric lens while offering a new, unique style. This is a traditional, large goggle that comes in both a standard and a scaled (smaller) size. Like the M4, the M5/M5.S both come with one of our magnetic facemasks (MFI) for the ultimate in adaptability on the mountain.

Are you feeling the impact of climate challenges (unpredictable conditions, snow at higher altitudes, more expensive costs) on your product demand and development?
Unfortunately, many customers get out on the mountain and realize their lens was not optimized for the current conditions. Anon’s Magna-Tech goggles offer the fastest and most convenient way to change your lens (even with your gloves on), and 10 Perceive condition-based lenses ranging from polarized to night. There is no excuse not to have the right lens for the current conditions. We always suggest our customers carry an additional lens on them so they are prepared for and can adapt to changing conditions. One is not enough.

What are the highlights in frame construction and materials of your 2025/26 collection?
M4- Dual density frame construction / M5, Semi- Dual density frame /M6- Single density frame

What are the highlights in lens technology in your 2025/26 goggle collection?
Anon’s Perceive Lens Technology enhances contrast and color definition, allowing for sharper visibility and improved depth perception on the slopes. It features UV protection, glare reduction, and hydrophobic coatings to keep lenses clear in all conditions. With multiple tints available for different light environments, Perceive lenses provide versatile, high-definition vision for any weather.The M4 offers the unprecedented versatility to switch between toric and cylindrical style lenses.

What colours, prints or patterns are you featuring in your 2025/26 collection?
W26’s Color palette includes something for everyone with a combination of sophisticated and timeless colors. Youthful brights inject energy into the line to keep things lively. This versatile palette allows you to mix and match with different product color combos allowing the consumer to curate their unique kit. A variety of graphics for the year follow suit with some tonal subdued offerings as well prints that will stand out.

Which goggles from your 2025/2026 collection do you expect the most growth from and why? We expect to see the momentum of our magnatech line growing, especially with a new franchise dropping…We are excited to introduce a new goggle to our product range with the M6 franchise.The new Magna-tech model will succeed three of Anon’s most enduring goggles: the M3, WM3, and WM1. The M6 is designed to be more accessible, positioned below the M4 and M5 in both price and features. Available in two sizes, it offers customers the flexibility to choose the perfect fit based on their needs. That being said, we know the majority of the market sits around the 150-220€ Sweespots. Also here we know have an unmatchable offer in the SYNC: magnetic lens changing, spare lense inclusion and now with a magneticface mask – rounds up a super commercial offer at 220€.

How are you implementing sustainability in your products and production processes?
This is how Anon is protecting our Playground…We aim to make products that last, not the throw away items… like the packaging..For W26 we have eliminated single-use plastic from all goggles, helmets and MFI. With this project, we didn’t only focus on making a more sustainable package, but we focused on improving the shop staff and customer experience. You will now find full-color representations of the product on the outside of the box and a larger font for easier identification. In goggles alone, we are estimating a weight savings of 24 tons in cardboard alone, that like almost 150 basketball courts covered in plastic. Soevery magnatech google now comes in a reusable neat packaging. Check out the imagery!

How are you helping retailers to sell this category?
The last season we have really ramped up our ressources and created tons of digital assets for all to use; ranging from pictures to videos that can be integrated into their digital spaces. Like every year, we provide clinics to our partners, physically and on our digital partner latfroom ENDVR. The latter is also the spot were we host seasonal sell through iniatives – cash rewards for all participating store staff. Fro example we offer up to 30€ per helmet & goggle combination sold. We will continue to work with that tool every season. Make sure to sign up!

Key Products:

The M6:
Will feature a Single density frame, A cylindrical lens shape, designated frame grab points and a improved MFI connectivity. The M6S will be 4mm’s shorter in height and 5mm’s more narrow than the full size M6.

M6 features:

Unisex Frame Design (Available in 2 Sizes)
Cylindrical Lens Shape
Single Density Lightweight Frame Construction
MFI Carrier: Gray XL Carrier
Over-The-Glasses Compatible
MAGNATECH Quick Lens Change Technology
MFI Lightweight Facemask Included
PERCEIVE Bonus Lens Included
Storage Bag Included

M5 & M5 S:
These are our newest goggles, featuring our new flat toric Percieve lens. This lens offers the benefits of a toric lens (improved vision, field of view) with a new, unique design that looks more cylindrical. The M5/M5.S feature a semi-dual component frame for reduced weight and Magna-Tech for fast and easy lens changes. M5 and M5.S both come with our Lightweight MFI magnetic facemask to protect your face from the harsh and changing conditions on the mountain.

SYNC:
Absolutely best commercial offer out there. At 220€ with an extra lense and our unique magnetic face mask(MFI) !Unisex frame design fits medium and large faces, Cylindrical injected lens design reduces peripheral distortion, Perceive optics, M-Fusion magnetic system, fog-free venting, over-glasses compatible, bonus lens, microfiber bag included. Frame: Deep Emerald, Lens: Perceive Variable Blue (21% / S2),

SYNC

NESA:
Sleek design, wide view, high-contrast Perceive lens, MFI integrated, over-glasses compatible, includes bonus lens and bag. Our most affordable pricepoint, providing everyone the luxury of a perceive lens, Frame Black, Lens: Perceive Sunny Red (14% / S3)

NESA