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.
Xav wears the `Josiah` in polished black, with lumalens smoke lens. ON the goldy by @tomhoy_ ...
Did you know that if you work outside or in a job that requires protective eyewear, you may be eligible to claim up to two pairs of sunglasses*
Jump into one of our epic retailers and grab a pair before June 30!
*always refer to your accountant, this is not tax advice
#dragonalliance #premiumeyewear
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Dane harnessing speed @dane_henry06
📸@tomhoy_
#dragonalliance #PremiumEyewear
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Tia wears the `Ezra` in polished black with a lumalens smoke polar.
Link in bio.
@tiablanco
#dragonalliance #premiumeyewear
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Who else can`t wait for opening weekend 🙋♂️🙋♀️
@duckduckguuss
📸 @shavin_desilva
#dragonalliance #premiumeyewear #snow #openingweekend2024
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Hughie wearing the Jett in Vintage Yellow.
@hughievaughan
#dragonalliance #premiumeyewear
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@marsysworld_ looking sharp ahead of the Krui pro in Indonesia 🇮🇩 🎥 @somervillefilms
#dragonalliance #premiumeyewear
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Dane is rocking the `Rowan` in Tokyo Tortoise. One of our most versatile shapes. Handmade from acetate.
@dane_henry06
#dragonalliance #premiumeyewear
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Have you got your mitts on the new NFX MAG yet? Featured here on @oidewy
These are the pinnacle of Dragon Tech and showcase the heritage of the brand with the `Classic Grey` bones strap with LumaLens gold ion.
These are legit. Jump into your local snow shop and have a suss
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#dragonsnow #snow #newproduct #dragonalliance #premiumeyewear
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This Saturday the 18th is Surf Shop Day!
If you’re going surfing Saturday, don’t forget to drop by your local surf shop.
It’s Surf Shop Day! Surf Shop Day is a special occasion dedicated to honoring the independent retailers that have been the backbone of the surf industry. It`s a day to celebrate the passion, dedication, and hard work of everyone involved in bringing the stoke of surfing to communities worldwide.
Pop in, say hi to the crew working in the store, grab a block of wax, treat yourself, or heck even grab a pair of sunnies!
rrow is Surf Shop Day!
#surfshopday #SSD
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You`re kidding me?! Both @ziggy_alohaa and @dane_henry06 taking out gold at the junior @isasurfing games in El Salvador 🔥
#dragonalliance #dragon #premiumeyewear
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Mother`s Day is just around the corner. Don`t forget to share a hug, a laugh, and a shred with the best!
#Mothersday2024
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This. @groovyradical 🔥 ...
Next episode of @kehu_butler kehus kutz is live on. YouTube. Get around it! ...
@tiarncollins rocking the new NFX MAG. These are new for this year and have been a favourite amongst the team. This colour is Obsidian, which comes with the cooling LumaLens Infrared Lens. Perfect for bluebird and warmer days on the hill. ...
@crosbycola looking comfy in the Indian Ocean ...
@dane_henry06 looking sharp heading into the junior worlds!
Let`s go 🔥
#dragonalliance #dragon #surf #surfing
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Who else is keen to see @tullywylie at Snapper this year? 🙋♂️
🎥 @gedsded
#dragonalliance #dragon #surf #surfing #surfphotography #wsl #snapperrocks #bellsbeach
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@kaiden_smales rocking The Box 2.0 in black
They come stock polarised and with our colour optimisation: LumaLens
#dragonalliance #dragon #sunnies
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@brock.ibbotson looking sharp in Europe in the RVX MAG with our new LUMALENS Infrared Lens. Instore and online now
#dragon #snowboard #snow #dragonalliance
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