APHEX SNOW GOGGLES F/W 2025/26 PREVIEW

Retail Buyers Guide: Snow Goggles F/W 2025/26 Retail Buyer’s Guide
Brand: Aphex
Interviewee: Marketing Team

Which goggles sold best in the winter 2023/2024 and why?
Our Explorer goggles (XPR) were the best-selling model in the winter of 2023/2024. We introduced this model last year, and it quickly became popular due to its user-friendly lens-changing system and its sleek, modern design. These features, combined with the a good price-quality that our brand is known for, made the XPR goggles a favorite among customers.

Are you feeling the impact of climate challenges (unpredictable conditions, snow at higher altitudes, more expensive costs) on your product demand and development?
Yes, the impact of climate challenges is becoming increasingly evident. In line with our commitment to sustainability, we don’t just choose the cheapest manufacturer; we select partners who can produce using biobased plastics. We also recognize the importance of offering more replacement parts to extend the lifespan of our products.

What are the highlights in frame construction and materials of your 2025/26 collection?
Our frame construction and materials for the goggles remain the same as last year, as we did not feel the need to make changes to our bio-based frames. However, we are excited to introduce two new models this year: one that is budget-friendly and another that is specifically designed to be the best fit for teenagers.

What are the highlights in lens technology in your 2025/26 goggle collection?
This year, we’re putting extra focus on our QVIEW™ technology, which enhances contrast, making it ideal for those whiteout days. Additionally, we’re reintroducing IMD™ for selected models. Instead of a traditional two-layer glass, this uses a lighter single layer with a special treatment that ensures it will never fog up – even after a tomahawk in the backcountry!

What colours, prints or patterns are you featuring in your 2025/26 collection?
We will expand our current strap collection with two vibrant animal prints and several bold geometric designs, ensuring you stand out on the slopes. From the beginning, our goal has been to give our customers the freedom to easily switch their strap to match their mood, current fashion trends, or outfit.

Which goggles from your 2025/2026 collection do you expect the most growth from and why?
We hope that our more affordable entry-level model will see the most growth in 2025/2026. APHEX was designed to provide a high-quality ski or snowboard goggle at a price that’s accessible to everyone. Our goal is to make sure that anyone can enjoy the mountains as much as we do, without breaking the bank.

How are you implementing sustainability in your products and production processes?
As mentioned before, we haven’t made any major changes to our sustainability practices in the production process. We continue to use bio-based frames, including for our sunglasses. Additionally, every ski goggle we offer can be fully repaired with replacement frames, lenses, or straps, ensuring long-term durability and reducing waste.

How are you helping retailers to sell this category?
We help retailers sell ski and snowboard goggles by providing them detailed product information, display materials and in-house warranty program. Our team, made up of passionate skiers and snowboarders, is always ready to share their expertise and enthusiasm with both retailers and customers. Through our dedicated agents, we maintain close relationships with shops. Additionally, we provide flexible ordering options and a reliable supply chain to ensure retailers can keep their inventory stocked and meet customer demand.

Key Products:

ORION:
Introduced last year, this model combines sleek design with the most optically correct toric lens.

Orion

XPR:
Our best-selling spherical model from the previous year, offering top-tier optics and durability at a competitive price.

Explorer (XPR)

Entry-Level Model:
A new, affordable option designed to provide quality and comfort for those just getting started in skiing or snowboarding, without compromising on performance.

NOVA