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OUR STORY
Since the beginning, Dragon set out to be the leading eyewear and accessories brand in the active youth lifestyle market by supporting the best athletes with premier products, while remaining connected to core retailers and consumers. That mission still holds true today and remains to be the driving force behind the company’s triumph and heritage.
From a garage in Capo Beach, CA in 1993, founder Will Howard aimed to build a company that encompassed his affinity for surfing, snowboarding, and riding dirt bikes. Eagerness and a niche expertise of the market bore Dragon’s first and still primary product – sunglasses. Initially distributing to local surf shops before expanding brand awareness in Hawaii and Florida, Dragon would soon develop a global reach, eventually appearing in the Australian and European marketplace.
Dragon gradually broadened its reach, while simultaneously developing innovative and diversified product offerings in the eyewear category. With an emphasis on creating functional and premium merchandise, our brand has stayed true to its appeal in the youth market, while continuing to push the status quo. Introducing an assortment of innovative product early on, we saw an opportunity to add snow goggles to the line by associating ourselves with the community in snowboarding.
We loved riding and realized snowboarders were treated like second-class citizens just like us as a start-up, so we thought that would be a good match. From there, Dragon has recruited tenured snowboarders like Jamie Lynn and Chris Roach, while consistently seeking out up and coming talent. 25 years later with plenty of ride days under our belt, we’ve since established ourselves as a pioneer in the snow goggle business.
Dragon’s innovative approach in product development has led to prominent market progressions, including the very first frameless goggle known as the NFX, which launched in the winter of 2011. One of the most sought after goggles in retail, this style has continued to revolutionize the snow market. Key sunglass frames like the JAM, Domo, and Viceroy have also shaken up design novelty throughout the years, remaining as some of the most popular shapes in our lineage today. Throughout our approach to design, we’ve always counted on the feedback of our riders, which has enabled us to continually push the boundaries in creating unique and original product ranges.
With top-level products and athletes in mind, our roster has grown to include some of the most influential snowboarders, skiers, surfers, and motocross riders in the world. As the story continues, Dragon remains true to our roots with original team riders like Jamie Lynn and first surf team rider, Shane Dorian still on the roster today.
Our Story
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At $99 AUD hard to beat the Ryder. Acetate, 100% UV portection, Lumalens. Great price and looks banging!
Stuck on gift ideas? Swing by one of our retailers, and they`ll help you find the perfect last-minute presents! 🎁✨
@jessefergusson making average waves look pretty good!
#dragonalliance
Yess @oceanlancaster future is bright!!
U/16 champ 👑
Discover the Echo: the altes Dragon edition.
Based on our heritage styles, the Echo is perfect blend of old and new. never straying in either too much.
Available in-store and online.
#DragonEcho
This is your final reminder to get gifts delivered in time for Christmas—place your order by Sunday, 7th December, for guaranteed delivery before the big day. Or, if you like to live dangerously, our team will be shipping right up until Christmas Eve, or you can use our Dealer Locator (link in bio) to shop with one of our retail partners. Don’t wait—make this Christmas unforgettable!
The Chasm isn’t here to play nice. Born from the cult-classic Domo and retooled for a modern world, it packs sharper lines, a slimmer profile, and the legendary Voodoo Lens with a 12-base curve for unmatched clarity. Built with plant-based resin, LUMALENS colour optimisation, and metal icon logos, this frame is pure attitude. Life’s short—stand out.
We’re skipping Black Friday & Cyber Monday this year (and every year). Why? Because we’re all about shopping local.
If you’re chasing a deal though, check out the Ryder – our newest acetate frame – just $99. Won’t break the bank or your weekend vibes.
👉 Jump online or swing by in-store to have a suss.
Check out the Ryder - our newest edition to our entry level sunnies - coming in at a bangin price that won`t hurt the wallet.
Champagne taste, beer budget?
Meet Vantage 2.0 – smooth lines, wrap fit, H2O Floatable, TAC polar lenses—serious performance without the serious price.
✨ Gemma rocking in the team favourite Ezra shades of Sap Green! 🌿 Crafted from premium acetate and enhanced with Lumalens colour optimisation for a truly vibrant look.
#Lumalens #EzraStyle
@groovyradical got us wishing it was December already. Who is hitting northern hemi this coming summer? 🙋
Marzy is rocking the latest colour drop in the SLOTTED – Lumalens Gold Ion.
Available now at your local surf shop!
With spring hinges for a super comfy fit, colour-optimised lenses that are a pleasure to look through, and a lightweight frame perfect for any activity — the SLOTTED is built for style, comfort, and movement.
The kids are alright @brody.mulik going nuts in west oz
#dragonalliance
Introducing The Chasm—born from the cult-classic Domo.
With a 24 - base curve, the Voodoo Lens is pure sorcery. Built from plant-based resin with LUMALENS tech, spring hinges for all day comfort and 100% UV protection.
This isn’t eyewear—it’s armour for the bold.
@zane_westwood flying around in the northern rivers
#dragon #dragonalliance
Upgrade your eyewear with our new acetate line – stylish and comfortable for all your adventures! Shop online or visit us in-store to find your favourite pair! 🕶️
#dragonalliance #dragon
Have you sussed out the capo yet? Latest frame from Dragon - head to your local surf shop!
#dragonalliance
‼️The CAPO. The latest addition to the Dragon lineup.
The frame is all about transformation. With a metal embellishment on the temple It turns a simple frame into a statement. In store and online now
#dragonalliance #dragon
Have you seen the latest Ultra in our lineup? Everything you love about the Ultra now in Lumalens Blue Ion! Get into one of our epic retailers to try em on!
#dragonalliance #dragon
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