SHRED. FW20/21 Goggles Preview

Retail Buyers Guide: Goggles FW20/21

Brand: SHRED.
Interviewee: Carlo Salmini, SHRED. Co-founder and CEO

SHRED. SIMPLIFY

MARKET
What are your main price points for next season?
As a premium brand, our price points correspond with the performance, style, and technology that serve as the foundation of our brand. Our flagship models—the cylindrical Simplify goggles and the spherical Rarify goggles—retail for €199,95.95 and feature a bonus lens. We also have goggles at price points around €150, €120, €100, and €90. Yet most of our core technology—like our Contrast Boosting Lens™ and SHRED.wide™ technologies—can be found in goggles at nearly every price point.

How are you segmenting your goggles collection?
We tend to align riders with goggles based on their face/helmet size and then provide both a cylindrical and spherical model for each particular size range. Most of the goggles in our collection feature our signature technologies, including our Contrast Boosting Lens™, SHRED.wide™, and NoDistortion™ technologies. Simply put, all of our goggles are designed to kill flat light and boost your confidence and fun.

What general trends are you noticing and how healthy is the market in Europe?
We continue to see a growing demand for premium products and these products are largely defined by lens technology that enhances contrast and frames and lenses that offer a large field of view.

MARKETING
For 20/21, what’s the main product news you have in store for retailers?

As part of our long-term growth plan, we’ve made a concerted effort to simplify how we talk about our products and technology while ensuring the brand is accessible and inclusive. On the sales floor, this makes it easier for customers to understand how our products can boost their performance and fun. We’ve also worked with retailers to develop an arsenal of point-of-purchase resources that use this streamlined approach.
We continue to work with MIT—one of the world’s leading research universities—to refine our Contrast Boosting Lens™ technology, which maximizes contrast and image definition. It’s a true flat light killer and we offer it in a diverse range of lens tints and VLTs.
To better meet the needs of our customers and retailers, we are now offering our flagship models—the Rarify and the Simplify—with and without a bonus lens. Riders who log fewer days on the mountain or live in areas with less variable weather and light conditions may gravitate toward the versions that do not feature a bonus lens.
For 2020-20201, our Simplify goggles are now over-the-glass compatible (OTG) for riders who wear prescription glasses. (Since its inception, our other flagship model—the Rarify—has been OTG compatible.)

What is the secret to selling high-quality snow goggles?
To sell high-quality goggles, you need to focus on solving your customers’ problems. They want goggles that boost their confidence, performance, and fun while offering plenty of style. This requires design and technology that are on point yet—equally important—it requires brands and retailers to communicate how these developments have a meaningful, emotional impact on their customers’ lives.

If customers can’t see anything because of flat light or foggy goggles, they’re going to be frustrated and remember the day for all the wrong reasons. With the right products, however, riders can charge hard and unleash their potential.

SHRED. AMAZIFY

How do goggles fit with the rest of your line?
Although our helmets are compatible with all goggles on the market, our products work exceptionally well when paired as kits. We design specific goggles and helmets in our collection to offer complementary ventilation systems, fits, sizes, and colorways.

Building on the above, all of the products in our collection are designed to boost one’s performance and fun. Consequently, it’s important to us that riders can turn to SHRED. for all of their eyewear and protection needs. Our helmets, goggles, and protective gear can provide a seamless means for experiencing the mountains.

PRODUCTS
Any new shapes for 2020?
We continue to place a strong emphasis on classic designs that tend to conceal sophisticated technology.

What are the tints/colours on trend for 2020?
Mirrored lenses continue to stand the test of time—as long as they feature technology to enhance contrast and image definition.

How important is helmet compatibility in your strategy?
We place a strong emphasis on designing helmets and goggles that offer complementary ventilation systems, fits, sizes, and styles. While these products all excel on their own, it’s important for riders to know that our helmets and goggles offer a seamless interface when paired with one another.

TECH / ECO
What new technical features are debuting for 2020?
We continue to work with MIT—one of the world’s leading research universities—to refine our Contrast Boosting Lens™ technology, which maximizes contrast and image definition. It’s a true flat light killer and we offer it in a diverse range of lens tints and VLTs. For 2020-2021, we will be debuting several new lens options.

Which lens technologies/coatings are key for next season?
Most of the goggles in next year’s collection include several marquee technologies:

SHREDWide™ Lens and Frame Design—We strategically design our lenses and frames in tandem to create the best-in-class field of view. Whether a SHRED. goggle offers a smaller, universal, or larger fit, it provides an exceptional field of view.
Contrast Boosting Lens™ (CBL) Technology—CBL enhances image definition and depth perception, allowing skiers and riders to better read the terrain and see more details within the snow—and in all conditions. By making specific colors warmer and richer, our CBL lens treatments stand to enhance your safety, performance, and fun. We’ve refined this technology through an ongoing collaboration with the MIT Sports Lab.
NoDistortion™—Most goggles are made at or near sea level, which poses a significant problem for sealed double lenses. When used at higher elevations, these lenses warp and are subject to distortion that reduces optical clarity. Our NoDistortion™ lens technology uses a semi-permeable valve to equalize the pressure between the dual lens chamber and current atmospheric conditions. This eliminates optical distortion while preventing moisture from entering the goggles’ lens chamber.

BEST SELLERS
Please name and describe your 3 highlight pieces and items that retailers should definitely order.

RARIFY+

MSRP: 199,95€

If you’re hunting for the best goggle with a large spherical lens that kills both flat light and eliminates tunnel-like vision, turn to the SHRED. Rarify, a ski and snowboard goggle that also offers superior fit and comfort. The 2 lenses included with the goggle—a “sun and clouds” lens and a “snow and overcast” lens—feature CONTRAST BOOSTING LENS™ (CBL) and NODISTORTION™ technology to enhance contrast and image definition while SHRED.wide™ maximizes field of view, giving you the control, confidence, and style you need to reach the next level of performance and stoke. SHRED. Rarify is compatible with prescription glasses (OTG).

FEATURES:

SHRED. CONTRAST BOOSTING LENS™ | Enhances image contrast and definition for all weather and light conditions.

SHRED.wide™ | Goggles designed and engineered to maximize your field of view.

SHRED. NODISTORTION™ | Pressure regulation valve technology to provide crystal clear vision during altitude change.

SHRED. OTG | Designed to provide compatibility and comfort with prescription glasses.

SHRED. NOCLOG™ | Hydrophobic treatment on vents to reduce clogging from snow or water and help prevent fogging.

TECH SPECS:

LENS | 2 Ultra-high-optical-precision molded, spherical double lenses with tapered thickness to optimize vision at all angles and enhance impact protection. | 100% UVA-UVB-UVC protection | Super Anti-Fog

FRAME | Width: 190 mm | Height: 105 mm

STRAP | Width: 50 mm | Double silicone line backing | 2-point slide adjustment system

WEIGHT | 150 g

++++

SIMPLIFY+

MSRP: 199,95€

If you’re looking for the best performing ski and snowboard goggle that defeats flat light while providing the widest field of vision in the game and a sleek, almost frameless cylindrical lens style, then SHRED. Simplify is your best choice. It features CONTRAST BOOSTING LENS™ (CBL) and NODISTORTION™ technology to enhance contrast and image definition, SHRED.wide™ to maximize field of view, and a 1-2-3 SHRED REPLACEMENT SYSTEM™ that in just 3 easy steps lets you swap between the included “sun and clouds” and “snow and overcast” CBL lenses. Unleash your potential and take control of the mountains for endless fun.SHRED. Simplify is compatible with prescription glasses (OTG).

FEATURES:

SHRED. CONTRAST BOOSTING LENS™ | Enhances image contrast and definition for all weather and light conditions.

SHRED.wide™ | Goggles designed and engineered to maximize your field of view.

SHRED. NODISTORTION™ | Pressure regulation valve technology to provide crystal clear vision during altitude change.

1-2-3 SHRED. REPLACEMENT SYSTEM™ | 3-step quick and easy lens replacement.

SHRED. OTG | Designed to provide compatibility and comfort with prescription glasses.

SHRED. NOCLOG™ | Hydrophobic treatment on vents to reduce clogging from snow or water and help prevent fogging.

TECH SPECS:

LENS | 2 Ultra-high-optical-precision molded, cylindrical double lenses with tapered thickness to optimize vision at all angles and enhance impact protection | 100% UVA-UVB-UVC protection | Super Anti-Fog

FRAME | Width: 195 mm | Height: 105 mm

STRAP | Width: 50 mm | Double silicone line backing | 2-point slide adjustment system

WEIGHT | 175 g

++++

AMAZIFY

MSRP: 149,95€

Are you searching for the sleekest-looking ski and snowboard goggle that features a cylindrical lens, uncompromised fit and comfort, and a field of view unlike anything you’ve experienced before? If so, the SHRED. Amazify is the clear choice. Its CONTRAST BOOSTING LENS™ (CBL) and NODISTORTION™ technology enhance contrast and image definition while SHRED.wide™ maximizes field of view, enabling you to feel strong, confident, stoked, and in control. The SHRED. Amazify is compatible with prescription glasses (OTG).

FEATURES:

SHRED. CONTRAST BOOSTING LENS™ | Enhances image contrast and definition for all weather and light conditions.

SHRED.wide™ | Goggles designed and engineered to maximize your field of view.

SHRED. NODISTORTION™ | Pressure regulation valve technology to provide crystal clear vision during altitude change.

SHRED. OTG | Designed to provide compatibility and comfort with prescription glasses.

SHRED. NOCLOG™ | Hydrophobic treatment on vents to reduce clogging from snow or water and help prevent fogging.

TECH SPECS:

LENS | Ultra-high-optical-precision molded, cylindrical double lens with tapered thickness to optimize vision at all angles and enhance impact protection. | 100% UVA-UVB-UVC protection | Super Anti-Fog

FRAME | Width: 185 mm | Height: 100 mm

STRAP | Width: 40 mm | Double silicone line backing | 2-point slide adjustment system

WEIGHT | 150 g