MOWMOW SNOW GOGGLES F/W 2025/26 PREVIEW

Retail Buyers Guide: Snow Goggles F/W 2025/26 Retail Buyer’s Guide
Brand: MowMow
Interviewee: Maurits van Zalinge - owner

Which goggles sold best in the winter 2023/2024 and why?
Our best-sellers last winter were the Stealth and Icon goggles. The Stealth took center stage with its photochromic LuxaLens technology and cylindrical lens, adapting effortlessly to changing light conditions, making it an all-round favorite. Meanwhile, the Icon goggle with XcelLens technology and magenetic lenses – featuring both a mirrored lens for sunny days and a bonus bad weather lens – won riders over with its unbeatable clarity and the secure Turbo Lock system that keeps lenses firmly in place. Their sleek, minimal design and premium performance made them the go-to choice for riders who demand both style and function.

Are you feeling the impact of climate challenges (unpredictable conditions, snow at higher altitudes, more expensive costs) on your product demand and development?
Definitely! Climate change is pushing us to innovate faster and smarter. With unpredictable weather and snow levels, our goggles with XcelLens technology, like the Icon, Legend, and Charger, are more in demand than ever. These models come with a bonus bad weather lens, providing skiers with the versatility they need in constantly changing conditions. Plus, as costs rise, we’re doubling down on efficiency—introducing bio-based frames and recycled straps across all models to ensure our products are not only high-performing but also eco-friendly.

What are the highlights in frame construction and materials of your 2025/26 collection?
The 2025/26 collection showcases our commitment to eco-friendly innovation! Every frame, from the Stealth to the Local, is built from bio-based materials, providing durability while minimizing environmental impact. And let’s not forget the straps—all made from recycled materials without compromising on strength or comfort. These sustainable materials are used across the board, offering the best in both performance and responsibility. Whether you’re choosing the Vantage or the Gravity, you’re getting next-gen materials in every model.

What are the highlights in lens technology in your 2025/26 goggle collection?
Lens technology is where we really shine! For 2025/26, all of our goggles—whether you’re looking at spherical, toric, or cylindrical lenses—come with our advanced XcelLens technology, offering two lenses: a mirrored lens for bright, clear conditions, and a bonus bad weather lens for fog or snow. And for those who demand adaptability, the Stealth and Vantage goggles feature our photochromic LuxaLens technology, which adjusts seamlessly to changing light conditions for a perfect view in any weather.

What colours, prints or patterns are you featuring in your 2025/26 collection?
We’re sticking with what we know best—sleek black straps across the range for that minimalist, stylish look. But we’re adding a bold new twist with our Deep Purple lenses, which will be a key feature in models like the Local and Vantage. This pop of color contrasts perfectly with our understated aesthetic, giving riders a way to stand out without losing the signature MowMow vibe. Performance-driven design with just the right touch of flair.

Which goggles from your 2025/2026 collection do you expect the most growth from and why?
We’re especially excited about two models: the Vantage and Icon (again…). The Vantage goggle, with its photochromic LuxaLens technology and spherical lens, is ideal for riders who want gear that can handle any lighting conditions, while also being eco-friendly with bio-based frames. Meanwhile, the Icon goggle, designed that will fit 95% of all head sizes, features toric XcelLens technology and comes with two lenses for all-weather performance. Both models hit the sweet spot of sustainability, performance, allround fit and sleek design, making them strong contenders for growth.

How are you implementing sustainability in your products and production processes?
Sustainability is in MowMow’s DNA. All frames, including those in the Stealth, Legend, and Charger models, are made from bio-based materials, and our straps are crafted from recycled fibers. We’ve also eliminated excessive packaging, opting for a simple hard case to protect the goggles while reducing waste. By committing to environmentally conscious materials and reducing packaging, we’re ensuring that MowMow’s high performance comes with a low environmental impact.

How are you helping retailers to sell this category?
As a fast-growing brand, we’ve seen significant success across our entire product range, and we’re always looking to expand our network of strong retail partners and distributors worldwide. Our goggles, from the Stealth to the Icon, combine cutting-edge technology with a sleek, minimalist design that resonates with riders. To support our retailers, we are working on comprehensive marketing materials, including high-quality videos, social media content, and so on. We’re committed to building long-term relationships with partners in a variety of countries, offering tools to help them capitalize on the growing demand for eco-friendly, high-performance gear.

Key Products:

Stealth Goggle:
A minimalist masterpiece, the Stealth features photochromic LuxaLens technology with a cylindrical lens for seamless adaptation to changing light. Paired with bio-based frames, it’s a perfect blend of eco-conscious design and all-weather performance.

Icon Goggle:
The ultimate all-rounder, the Icon comes with XcelLens technology and includes two lenses: a mirrored lens for bright days and a bad weather lens. With its toric lens and secure Turbo Lock system, it’s built for clarity and durability on any terrain.

Vantage Goggle:
Combining photochromic LuxaLens technology with a **spherical lens, the Vantage is an all-weather performer, designed with eco-friendly bio-based frames and recycled straps. It’s the future of sustainable, high-performance eyewear.