Dirty Dog 2023 Sunglasses Preview

Retail Buyers Guide: Sunglasses 2023 Retail Buyer‘s Guide
Brand: Dirty Dog
Interviewee: Tom Lazarus / Global Sales Manager VMDUK

What are the current trends in sunglasses for board sports?A big resurgence in retro style wraps that we become synonymous with in the 90’s. Oversized face shape but narrower for fit has been super popular in preorder and demonstrated perfectly by our Racketeer model. Another key trend is the tech upgrades to lenses.

How are you segmenting your sunglasses?

In general we segment via performance requirements, between lifestyle and sport. However, more than ever our retro wrap requirements are being pushed from our lifestyle range to a quasi sport performance lifestyle offering.

Where do you expect your biggest growth in 2023?

Oversized face wraps with in the “Performance Lifestyle” range.

What frame shapes and colours are most popular from your offering and why?

We have looked at renovating some of our current and past lifestyle models with more performance features added. So the likes of a traditional vendetta wayfarer or small Raccoon round model will see rubber nose lining, inside arm rubber linings etc.

What lens technologies are you currently working with?

As a traditionally sports lifestyle brand we base all our lenses on sports performance, so ensuring that whatever conditions you come across in whichever sport you partake, your eyes have the optimum protection and clarity. We achieve this mainly through the use of superior lens materials and tint options. Scientifically formulated to offer exceptional defence against the suns harmful rays, our POLARIZED POLYFILTER and POLYCARBONATE lenses absorb radiation that can be damaging to the human eye. These lenses provide clear and restful vision in the most extreme environmental conditions.

Which lens colours and tints are you offering this year?

We always carry a large selection of lens tints and mirrors but have added the Copper Flash Mirror lens to our sports option, “Hyper” for 2023, to ensure a lens for the summer as well as the beginnings of Autumn and Spring.

What are the main materials used in your 2023 sunglasses offering?

We are continuing with our low footprint TR90 Grillamide as the main offering. Its flexibility and durability is unrivalled. Dirty Dog TR90 sunglass frames are lightweight, extremely flexible yet super strong with 100% memory allowing the frames to bounce back to their original shape. Put through the harshest testing conditions, Dirty Dog eyewear has proven TR90 will keep its properties in extreme temperature including low and high temperatures, as well as extremely humid or dry conditions. This makes them the perfect choice for any situation and gives the wearer a guarantee that they will stand up to the job

Do you offer prescription glasses?

Not presently.

Anything new in terms of sustainability ?

If it ain’t broke don’t fix it ! Our Low Footprint Grillamide is still the best option in the Core pricepoint market.

What’s your situation regarding stock and deliveries?

We are in a fantastic place, all of our stocks are held in South Wales, UK so immediate, next day deliveries to our B2B network are always available.

Best Sellers

Rackateer– A powerful combination of integrated design, superior materials and ergonomic engineering delivering eyewear that is unrivalled in performance and innovation. Dirty Dog Eyewear’s Racketeers pioneering lines and advanced design provide purebred performance transforming your vision into a crystal clear experience

Dirty Dog Spring/Summer Sunglasses preview

Shadow– Dirty Dog Eyewear draws upon an active engagement in the world of sports for inspiration. Function drives our design. The aesthetic is based on concrete wearability, comfort, lightness and responsiveness to the demands of daily life and sports performance. The design philosophy fuses function with attitude.

Dirty Dog Spring/Summer Sunglasses preview

Maverick– Advanced composite materials inspire innovative design solutions for greater comfort and operable efficiency. Moulded from superior lite weight materials ideal for sports and comfort. Across the dynamics of work, leisure and sports, Dirty Dog eyewear is built for action even in the most extreme conditions.

Dirty Dog Spring/Summer Sunglasses preview