This question has been on the tip of our tongues the past twelve months, & for good reason. Look, we get it—you probably have more questions than answers at this point, but if you let us have a minute of your time, we’ll be sure to indulge you!
As a brand, we’ve always been in awe at how many amazing women choose to wear Dragon goggles when skiing or snowboarding, pushing themselves & our products to the limit. Additionally, those same women had previously drawn from our unisex sunwear collection every season. Considering this, we felt it was the perfect time to repay that trust & investment with our brand through a dedicated ladies’ collection in our sun wear line, allowing us to foster stronger relationships with our community while staying true to the roots of our brand.
It seemed simple enough, but when we dove into the nitty-gritty, we still weren’t sure who Dragon’s female customer was—we know, crazy considering we were selling a lady’s range. When we really broke it down, one thing was clear, we had an incredible roster of female snow & surf athletes, but we couldn’t help but keep asking ourselves the same question, “Who is she?”.
No shortcuts here! Think of it like this, a building needs strong foundations, to ensure it doesn’t topple over in the wind. Like a building—our pillars help us stay true to the foundations that make us unique. It’ll take more than a huff & a puff to blow this house down!
It’s not what you get—it’s what you give back! If our life’s the vessel, community is the glue that binds us when the seas get rough. Sure, it’s often easy to get caught up in our own lives that we forget why we’re here in the first place, but sometimes, we all need to set aside some time to give back for what we’ve got.
Self-expression is the spice of life; all you need to do, grab it by the reigns and ride it! Whether you consider yourself creative or not, there’s a bit of it in all of us, some of us just need a little extra helping hand finding it—and together, we can let it bloom.
Think bigger picture—no, not the one on your wall, the one outside your bedroom window. Take a look at the mountains you love to ride, the oceans you yearn to explore, and what choices you make for a more sustainable future, however big or small they may seem, whether it’s your first step or your fiftieth, so long as your moving forward.
Mental health isn’t a destination, but a drive, sometimes fast other times slow. There’s no one shoe fits all approach, and we all have our own ways of dealing with our journey. Sure, we may all get knocked down, but it’s how we get back up which counts, no matter the setback—you can’t bring us down.
We all know the feeling, butterflies in the stomach, a smile so wide we can’t wipe it from our faces. The feeling we’re constantly chasing keeps us coming back for more, it’s a high you can ride for days that make the good moments great and all the work worth it.
Post an image, tag the hashtags, and away we go!
Two winners will share in one hell of a prize pack, supported by Dragon, partners, and the
community.
Snow
Surf
Snow
Surf
Snow
Surf
On your marks, get set, GO! Entering is simple. All you need to do is post an image or video of you TAKING YOUR STYLE TO THE STREET on Instagram & tag BOTH hashtags on the challenge card in your caption.
A few moments from the surfaid #makeawavechallenge Thank you so much to everyone that donated and helped make an impact for families in remote areas.
ripcurl_aus
ripcurl_women
sunbutterskincare
triggerbrothers
pray4surf_surf_waxes
#takeyourstyletothestreet #whoisshe dragonausnz
Alright dragonausnz let's do this.
I'm Bri, my snowboard pants are my boogie pants, and I'm a bit of a dirtbag.
#whoisshe #takeyourstyletothestreet
#snowboarding #vanlife #vanlifeaustralia #takeashower #lesdeuxalpes #urbansnowboarding #girlswhosnowboard #smile #sunglasses
When you’re happy and you know it.
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#snowboarding #snowboardingnz #heliboarding #harrismountainsheliski #wanaka #nz #newzealand #mountainlife #whoisshe #takeyourstyletothestreet #dowhatyoulovealways
Hey Girlfriends!
Have you ever wanted to be a part of the Dragon Team? 😎 Well here's your chance! 🥳 dragonausnz
Challange 1 is now open...
Post a pic or vid of you taking your style to the street and hashtag #takeyourstyletothestreet #whoisshe
You don’t need to be the greatest rider, highest jumper, or biggest charger—you just need to bring the right energy! 😁
Go to
dragonalliance.com.au/who-is-she/ for all the details, but here's a glimpse of what's on offer.
Two winners will share in one hell of a prize pack, supported by Dragon, partners, and the
community.
Offered an ambassador contract to join the Dragon team.
Invitation to any Dragon related events in 2023.
Win a year’s supply of Dragon products – Sunglasses & Snow Goggles
Featured on the Dragon Alliance South Pacific Facebook & Instagram accounts
How do I enter?
Post an image, tag the hashtags, and away we go!
STEP 1 (YOU): Get your content, post it, and tag the hashtags on the challenge card!
STEP 2 (DRAGON): Our athletes will choose their 3 favourite submissions per challenge.
Pssst: Challenges will run for 2 weeks.
STEP 3 (DRAGON): We’ll poll the 3 submissions on the dragonausnz IG account.
STEP 4 (DRAGON) : We’ll record the votes to build your ranking on the leaderboard.
Pssst: Only finalists’ scores contribute to the leaderboard
STEP 5 (YOU): Get your mates to vote for you.
Pssst: Your top 3 scores will make your end score. Don’t stress if you missed a challenge! The team will be picking 2 wildcard entries from late submissions.
STEP 6 (YOU): Rinse and repeat to increase your chances of winning!
STEP 7 (DRAGON) : We’ll contact our top 5 highest scoring finalists and 2 wildcard entries to submit a written or video pitch to the team.
Get those entries in girls! 👭👭
📷 : tommy_pullinger
Have you ever wanted to join the team? Now is your chance! 🙌
#WHOISSHE Challenge 1 is now open, and we can’t wait to see you TAKE YOUR STYLE TO THE STREET. 💃
Enter now by tagging @dragonausnz & hash tagging #TAKEYOURSTYLETOTHESTREET & #WHOISSHE. Good luck!
Hit the link the link in our bio to learn more. 🤘
#dragonalliance #WHOISSHE
A few snaps from today’s backcountry mission. The flat light made it a bit difficult to see, but we made the best of it and had some amazing runs. Not a single other soul around and not a breath of wind.
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#snowboarding #snowboardingnz #splitboarding #backcountry #backcountrynz #pieps #karakoram #burton #neversummerindustries #neversummerladywest #misssnowitall #showusdagirls #sheshredscocrew #takeyourstyletothestreet #whoisshe
Hey you! Yeah you. Over here! Entering is simple. All you need to do is post an image or video of you GOING LARGE on Instagram & tag BOTH hashtags on the prompt card in your caption, & don’t worry you don’t need to be the greatest rider, or highest jumper—you just need to bring the right energy!
#whoisshe #showusyougoinglarge
getting to relive one of the best days of the season with rhythmsnowsports thredboparks. Weather matched the crew's energy, put down a season goal (there's a clean one somewhere!) and blink182 is clearly the vibe.
the dragonausnz challenge forced this edit out of me, but also wanted to say I'm so grateful to have put in some hours rhythmsnowboardshop with the silliest, legend-iest group of legends known to Cooma.
special thanks to elijahsonter_
for the clips and itsmetomtomtommy for the cameo and french lessons.
#ilovesnowboarding #girlswhosnowboard #backflip #goals #rodeo #thisismyfirstrodeo #sunshine #springtimevibes #jumping #afterbang #australia #snowboarding #freestyle #thredbo #dragongoggles #français #thon #tontonton #blink182 #dammit #growingup #butnotmymusictaste
Since my first visit to Ohau a few years ago, it quickly became one of those special places, one of my favourites in fact. So stoked to be back riding at Ohau and soaking in these amazing lake views.
📷 _jayflynn_
#snowboarding #snowboardingnz #nzsbphotochallenge2022 #ohau #ohauskifield #onlyatohau #ohaulake #twizel #neversummerindustries #misssnowitall #showusdagirls #sheshredscocrew #coboco #sheflies #dowhatyoulovealways #showusyougoinglarge
@jademcjannet back on the hill and in her happy place. 😄🧘
📸: @jake.the.snaked
#dragonalliance #lumalens #premiumeyewear
The Diehard Diaries - Day 86 in Schön missed the Indy graben
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#berniesenders #stantonamarlberg #WHOISSHE #SHOWUSYOUGOINGLARGE
How was your Friday? dragonausnz #whoisshe #showusyougoinglarge #theledgebungy #bungyjump #bungy #flips #newzealand #newzealandbungy #queenstown #400mabovequeenstown abovequeens
Ready to rock n’ roll? Entering is simple. All you need to do is post an image or video of LIFE THROUGH YOUR LENS on Instagram & tag BOTH hashtags on the prompt card in your caption.
The most beautiful time of day…
The sun rising over the horizon,
Creating glistening sparkles dancing on the snow,
The light illuminating the sapphire glitter of Blue Lake,
The twinkle of the moon before it dips below the mountains,
Not many people get to be immersed in this.
Grateful for nature and what it shares with us.
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#lovesnowlife #letuslookthroughyourlens #whoisshe
#snowing #winter #nature #mountains #skiing #photography #travel #landscape #mountain #naturephotography #winterwonderland #photooftheday #snowday #travelphotography #backcountry #skitouring #landscapephotography
#snowymountains #powder
#kosciuszkonationalpark #kosciuszko #mainrange #highcountry #australianbackcountry #nationalpark #springsnow #springtouring
Recent trip out to Blue Lake, caught the in between thaw and freeze allowing the spectacular blue to pierce through. I see they named this lake in winter now 💙
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#whoisshe #winter #mountains #skiing #letuslookthroughyourlens #travel #landscape #mountain #naturephotography #winterwonderland #snowday #adventure #hiking #travelphotography #backcountry #skitouring #landscapephotography
#snowymountains
#snowfall #pow #wintertime
#kosciuszkonationalpark #kosciuszko #mainrange #highcountry #australianbackcountry #nationalpark #springsnow #springtouring #bluelake
Even though injuries suck, I’m a firm believer than there’s always something to learn from them.
This time around, I didn’t cope well with the possibility of being out of action for months on end (thankfully I don’t think that’ll be the case). Maybe this is because the last big injury I had feels like not that long ago, nonetheless I reflected hard on why this is so difficult for me and began to realise that so much of my self worth, how I see and value myself is wrapped up in the sports that I do, these sports are a huge part of my identity and without them (even for a short time), I felt completely lost. The thought of long days laid up on the couch had me feeling empty and insignificant.
I had to dig deep to pull myself out of the negative mindset and try to reframe it as an enforced opportunity to focus on other things, like getting through the pile of books I keep buying but never read, possibly learning a new language, working on my blog and doing what I can to stay healthy.
I managed to get to a place of acceptance by focussing on what I could control. The identity crisis stuff will need some ongoing work, as much as I love these sports and plan to do them as long as possible, I need a plan B for times when I can’t participate and I need to be ok with that.
At the same time I’m so grateful for the joy that these sports bring to my life and for all the beautiful souls I’ve met through participating. I’m so very grateful for the amazing people in my life who’ve checked in, messaged and even sent care packages to cheer me up. Thanks a million, I appreciate all of you.
Feel free to comment if you can relate to this post in any way, would love to hear from you.
See you on the water and in the snow soon ❤️
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#snowboarding #extremesports #extremesportsenthusiast #actionsports #womeninextremesports #injuryrecovery #injuryrehab #selfreflection #sheshredcocrew #neversummerindustries #ohauskifield #letuslookthroughyourlens #whoisshe #dowhatyoulovealways #thefearmovement
I feel like these icicle drips reflect my tears as the spring snow melts 😭
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#springmelt
#snowing #whoisshe #letuslookthroughyourlens #skiing #photography #travel #naturephotography #winterwonderland #snowboard #snowday #adventure #hiking #travelphotography #backcountry #skitouring #landscapephotography
#snowymountains
#pow #wintertime
#kosciuszkonationalpark #kosciuszko #mainrange #highcountry #australianbackcountry #nationalpark #springsnow #springtouring
#whoisshe #letuslookthroughyourlens
2022 winter is over. Who excited for summer to begin? Ivys keen to Surf skate and ride dragonausnz #whoisshe #letuslookthroughyourlens
Into the mist(ic)… The pilgrimage up to Carruthers Peak
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#whoisshe #letuslookthroughyourlens #mountains #skiing #carruthers #photography #travel #landscape #mountain #naturephotography #winterwonderland #snowday #adventure #hiking #travelphotography #backcountry #skitouring #landscapephotography
#snowymountains
#snowfall #pow #wintertime
#kosciuszkonationalpark #kosciuszko #mainrange #highcountry #australianbackcountry #nationalpark #springsnow #springtouring
Deep breath and throw down… #throwdownthursday
The biggest risk is not taking any risk… risk is the only way to to achieve dreams in life 🙏🙌
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#mountains #skiing #ski #naturephotography #winterwonderland #photooftheday #risktakers #snowday #adventure #hiking #travelphotography #backcountry #picoftheday #skitouring #landscapephotography
#snowymountains
#snowfall #powder #wintertime
#kosciuszkonationalpark #kosciuszko #mainrange #highcountry #australianbackcountry #nationalpark #springsnow #springtouring
#whoisshe #letuslookthroughyourlens
Not the worst way to start a day… Hot oats and a cuppa, ready for some spring lines
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#snowing #mountains #skiing #ski #camping #mountain #naturephotography #winterwonderland #photooftheday #snowday #adventure #hiking #travelphotography #backcountry #picoftheday #skitouring #landscapephotography
#snowymountains
#snowfall #powder
#kosciuszkonationalpark #kosciuszko #mainrange #highcountry #australianbackcountry #nationalpark #springsnow #springtouring #whoisshe #letuslookthroughyourlens
That fresh snowfall feeling 🤩
The countdown is on!
Which mountain are you hitting for opening weekend? Drop a comment below! 👇
#dragonalliance #lumalens #premiumeyewear #openingweekend #snowgoggles
1, 2, 3 eyes on me! Looking to throw your hat in the ring? Entering is simple. All you need to do is post an image or video of you MAKING A LONG STORY SHORT on Instagram & tag BOTH hashtags on the prompt card in your caption.
Ready to join the race? Entering is simple! All you need to do is post an image or video of you CHARGING UP on Instagram & tag BOTH hashtags on the prompt card in your caption.
Caught your eye? Entering is simple. All you need to do is post an image or video of you THE WORLD IN YOU on Instagram & tag BOTH hashtags on the prompt card in your caption.
@sophie__mcculloch with a couple casual turns 🫠
'Ezra'
Hit the 🔗 in our bio to shop our new female sun collection. 🕶
#DragonEyewear
Over the past couple years we have tried to rationalise participation in Black Friday & Cyber Monday, to be honest it never made much sense to us.
We believe in the enduring quality and timeless style of our sunglasses.
We understand though, in this current climate a good deal goes a long way, so to add a bit of extra value to our sunglass offering this weekend we're offering a FREE GERBER tool with every full price sunglass purchase. Simply use the code "freegerber" in the cart and you're good to go!
Alternatively, shop at one of our epic retailers you never know what you might find during these Black Friday sales!
Team update 🚨 we're so stoked to announce that @txemamazetbrown has officially joined us here at Dragon! Can't wait to see what the future holds
🎥 @dane.sings
#dragonalliance #dragon
Mark your calendars 📆 "FRQUENCIES" the new clip from @mitchydavern is dropping this Friday! Trust us you don't want to miss this.
#dragonalliance #dragonsnow #snowboard #snowboarding
Great to see the legend @barney_miller back doing what's he loves 😎
If these are the throwaways, imagine the keepers 🥵
@hughievaughan @greyc_visuals
#dragonalliance #premiumeyewear #dragon #surf
@jossiwells signature frame 'The Josiah'
It has 4 colour ways to choose from. Sleek, modern, yet subtle.
Check out your local shop or jump online
#dragonalliance #dragon #premiumeyewear
Introducing the Momentum.
If adventure calls and you need equipment that can withstand anything the wild throws at you, then look no further than Dragon's latest shield sunglasses, the Momentum.
#dragonalliance #premiumeyewear
How is this thing 🤯
📷 @maxzappas
#dragonalliance #premiumeyewear #fishing #mackerel #spanishmackerel
Woah 🤯 @brock.ibbotson northern hemi earlier this year
📷 @craig___robinson
#dragon #dragonalliance #premiumeyewear
The 'EZRA' - a modern sunglass that can suit any occasion.
#dragonalliance #premiumeyewear
@tullywylie getting reps in before heading to the next QS in Taiwan.
🎥 @surfbetternow
#dragonalliance #dragon #surf #surfphotography #wsl #wslqs
Who else is looking forward to some more sunshine and surfing this Summer?!
#dragonalliance #premiumeyewear
Introducing: The Ezra, the latest frame to be added to our Ladies Collection.
This universal fit is slim yet easy to wear. Jump online and check out our range of colours
#dragonalliance #dragon #premiumeyewear
Incredible work from team rider @jimmy_mckean getting the cover on the latest @surfingworld. Beautiful imagery by @nickgreenphoto
Instore and Online now! The Box 2.0
Rehashing an all-time favourite frame, The Box 2.0 is an easy-wearing wrap.
Head to your nearest surf shop or jump online to suss these out!
#dragonalliance #premiumeyewear
@jackson_dorian in a not so small French cavern! 🤯
#dragon #dragoneyewear #premiumeyewear
@madelieneelizabeth Looking sharp in the Box Re-Issue
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#dragonalliance #dragon #dragonwomens #premiumeyewear
@duckduckguuss saying farewell to the Aussie season for now! Our mates across the ditch @cardronanz are still spinning chairs! Get over there for some spring laps!
#dragonalliance #dragon #premiumeyewear #springlapz #spring
