DRAGON SNOW GOGGLES F/W 2025/26 PREVIEW

Retail Buyers Guide: Snow Goggles F/W 2025/26 Retail Buyer’s Guide
Brand: Dragon
Interviewee: Sam Nelson / EMEA Brand Manager

Which goggles sold best in the winter 2023/2024 and why?
The DX3 at the 70€ Price, and the new NFX Mag at 220€ – we’re still offering a great looking goggle at the lower end that screams retro cool so newbies and those on a budget can be part of Dragon. The NFX Mag builds on 2 years of successful Magnetic integration and is now fully embedded in the line as the premium goggle in a already crowded market. Our new DX3 Plus made serious inroads in its’ first season pre-book, building on the proven success of the lower price point DX3 – we’ve added several upgrades; Armored Venting, A Bonus Lens & Injected Moulded LumaLenses. Early sales signs are very encouraging.

Are you feeling the impact of climate challenges (unpredictable conditions, snow at higher altitudes, more expensive costs) on your product demand and development?
Who isn’t, but as always we’ve had very minimal price increases and still offer great value across all of our models. New for the season we’ve also created a standardized, recycled packaging that is proving very popular with stores as they take delivery of new stock. It took us a while but as always we wanted to get it right.

What are the highlights in frame construction and materials of your 2025/26 collection?
In general; Recycled Frame Materials, Sorona Face Fleece (Using sustainably sourced plant-based materials) & Recycled Nylon Adjustors – We also have the continuation of our Raw color story, a frame made with sustainable materials; this season, sea-shell frame additives and bamboo straps, for 25/26; coconut fibre frame additives and bamboos straps.

What are the highlights in lens technology in your 2025/26 goggle collection?
The broadening of our new Infrared Lens Tech – now available in more colours, the Solace & Celeste IR lens will be joined by Eclipse, capable of blocking 99% of infrared rays. Protecting eye from harmful radiation while also decreasing intense heat on bluebird days – all resulting in reduced eye fatigue. Coupled with our ever present LUMALENS tech, these lenses are best in class.

What colours, prints or patterns are you featuring in your 2025/26 collection?
Mediative and sensual darks speak of the search for restoration, intent and bright tones mirror the beauty of nature and the urgency and activism required to bring it back to a place of balance.. Thrill, Raw, Rattle Can, Vantas, Y2K Era & Old Skool.. Without saying too much more, 25/26 looks to be our strongest design collection so far…

Which goggles from your 2025/2026 collection do you expect the most growth from and why?
The mid-priced point DX3 Plus will be in it’s second year, the Infrared collection grows, the Raw colour story is expanding, our Swiftlock Mag is now also proven so we’re expecting gains across the whole line.

How are you implementing sustainability in your products and production processes?
Recycled Frame Materials, Sorona Face Fleece & Recycled Nylon Adjustors – Frames made with sustainable materials; sea-shell & coconut fibre frame additives, bamboo straps. FSC Recycled Cardboard Box + Soy Ink Printing. RPET Goggle pouch.

How are you helping retailers to sell this category?
Emphasising our sustainable motto – “Ride. Recycle. Repeat.” Supporting with Sustainable Snow Flyer e-cheat sheets to highlight the above, highlighting all our sustainable elements in store-training videos and at pre-book meetings.

Key Products:

NFX MAG – RattleCan:
Classic yet up to date Dragon styling, Magnectic Lens changing, Armoured Venting, LUMALENS, Bonus Lens, OTG. The NFX MAG has set the standard for premium goggles everywhere. 260€

NFX MAG RATTLED LLREDION HERO

DX3 PLUS – Raw:
Now in it’s second year and well on it’s way to being an established goggle in the market. Frames produced with coconut derivatives & bamboo straps. Consciously sustainable, OTG, Injected Moulded Lens and a bonus at an unbeatable price. Mid-price point goggles now have a barometer to live up to. 152€

DX3 PLUS RAWDARK LLMIDNIGHT HERO

D1 OTG – Old Skool:
Our proven classic frame, over 20 years in the line, now coupled with the Old Skool logo throwing it back to a golden age of snowboarding. Two lenses, OTG compatible and a timeless design that’s unmistakably Dragon. 105€

D1 OLDSKOOL LLSILVERION HERO