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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

Follow @dragonausnz

@tiablanco wearing the EZRA in our handmade acetate. As with all our lenses, they come stock with LUMALENS and are polarised for your viewing pleasure!

#dragonalliance #dragon #PremiumEyewear
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Only 1 week away to get down and dirty with the @goonsofdoom_ This night is gunna be a loose one over the Easter Friday! Get your tickets now and enjoy some epic prizes from some amazing brands and some amazing tunes from @djeddyhoth @purple_disturbance

@tracksmag @yeti_au @ripcurl @blackmansbrewery
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Who else is pumped to see @alisterreginato in the CS

🎥 @danielstarling

#dragon #surf #surfinglife #newreel #surfing
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A couple waves with @kehu_butler during a well documented run of waves at Kirra

#dragonalliance #gopro #surfing #surf #premium
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Nibbler is now live! @hughievaughan spent the last couple years chasing swells all over the world. Get your eyes on this one ...

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@sophie__mcculloch showing us how it`s done on International Women`s Day! We launched our ladies collection 3 years ago and have never looked back!
YTG!!

🎥 @justnicksmedia

#iwd #internationalwomensday #dragon #dragonalliance
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Save the date this Easter in Torquay!
Catch some amazing music, epic food and of course the Ripcurl Pro. Heaps of prizes food and drink to be had!

#livemusic #easter2024 #dragonclubseries #dragon

@jebediah_band @savage_honey_ @durrt_ @thekitemachine @djeddyhoth @deporsal @hazelray_music @bagsvdk
@moshtix @moonmotherproductions
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Heading into the weekend with @georgepittar by @owenmilnemedia ...

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The boys been killing it up north. Some street bts for your feed @oidewy @brock.ibbotson @shavin_desilva ...

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The Tarran - one of our best sellers in the ladies range

#dragon #DragonEyewear
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Flying into the weekend with @zane_westwood

🎥 @bentayler1
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