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Anon: 2013/14 Helmet & Goggle Preview

anon. A2 Collection featuring Men’s Comrade Goggle in Matterhorn $149.95 w/ Rodan Helmet $129.95 & Men’s M2 Goggle in Legion $239.95 w/ Nelson Helmet $149.95

Contact Info:


Questions answered by US Sales Manager Christian Connolly

What are the three biggest trends you see shaping the market and what are you doing to meet them?
The evolution of quick change lens capabilities continues to be the frontrunner of current goggle trends with larger or oversized frame offerings following suit. In addition, we’re noticing an increased emphasis on women’s specific products.  At anon., we’re committed to leading the industry by continuing to expand our exclusive Magna-Tech lens change innovations, introducing new frame designs, and growing our women’s category.

For the upcoming season, what is your brand doing to differentiate itself?
Anon. will continue to push the limits of goggle technology and design with a spectrum of advanced graphic applications, detailed embellishments and high res finishes. We’re also bringing innovative open-case merchandising displays to retail that are re-inventing the experience that consumers have with our products. And of course, in 2014 we’re also introducing new product categories (helmets and beanies) that directly merchandise with anon.’s goggle color stories.

What new technologies are you introducing to your line?
The next evolution of Magna-Tech features the fastest and most simplistic lens change capabilities in the industry.  In addition, we’re also introducing Wall-to-Wall Vision, which features anon.’s best in field of vision. Utilizing low profile frame designs and 40% thinner face foam Wall to Wall Vision produces an ultra-close fit that eliminates the peripheral impairments of typical goggle construction.

Christian Connolly

What trends do you anticipate in the realm of graphics, themes, and colors?
Trend-wise we think there will be a heightened level of attention to detail as well as use of higher quality materials.  At anon., we wanted to add as much aesthetic value as possible.  The smaller, more thought out elements of the product really push it to the next level.  That, along with developing a more dialed branding hierarchy for 2014, really brings everything together.

What trends have you detected with regards to sales volume?
There’s no denying that last season was a tough one for the industry, especially for our dedicated retail partners.  However, with goggles being such high margin revenue generators they’re still a very sought after winter necessity that helps drive and sustain winter business each season.


Helmet Questions

What are the three biggest trends you see shaping the market and what are you doing to meet them?
Currently, the competitive landscape for the helmet market is being driven by new technologies that provide ultimate fit and comfort, low profile styling, and well-designed goggle integrations.  anon. has developed new hybrid constructions which utilize Endura-Shell and In-Mold constructions that provide wear-and-tear durability with the performance and feel of a featherweight helmet. Additionally, we’re introducing our exclusive Strap-Stash technology that allows riders to comfortably run their goggle strap under the helmet for a more skate-inspired and low-profile look.

For the upcoming season, what is your brand doing to differentiate itself?
For this season, anon. has invested in all new head forms to create a pinnacle fit story that is supported by a new brand partnership with Boa®. Additionally, we’re priding ourselves on injecting anon.’s successful and stylish DNA into the helmet line.

What new technologies are you introducing to your line?
Boa® technology, ASFX [anon. Sound Effects] – an exclusive integrated audio system by Skullcandy™.  Hybrid constructions 50/50 and 70/30, Goggle Ventilation Channel, and Strap-Stash.

From your perspective, what features or qualities do customers value the most when selecting helmets?
Most customers really want helmets that fit well, provide climate control, and give a unique low-profile look.  Innovative audio integration solutions such as ASFX are also highly sought after features.

What trends do you anticipate in the realm of graphics, themes, and colors?
We’re confident the goggle-to-helmet integration story is one trend that will continue to resonate with consumers.  Via a special collection of helmet and goggle combinations called A2, anon. is focusing not only on the technical aspects of integration but also on the aesthetic aspects. To us, integration means more than just a technical story; it’s also about bringing the most stylistic combinations possible to the game.