Dragon Alliance

Dragon roared into life in Southern California in 1993. Their belief was that it can be done better so drawing influences from the dark mystery side of its team riders, art, music and street culture Dragon created technically advanced products to match a unique lifestyle. Dragon is youthful and developed as a unique brand with products that help today’s youth define their own path.

Dragon always set out to be the leading independent eyewear and accessories brand in the active youth lifestyle market. They support the best athletes with the best products and it’s the same philosophy today. This is still what drives Dragon – it’s behind Dragon’s success and more importantly Dragon’s heritage.

More recently, Dragon’s innovative approach has created some world-saving and cutting edge products. Dragon’s ECO (Environmentally Conscious Optics) are the first-ever sunglasses and goggles made from 100% renewable origins. The ECO series was originally inspired by long term Dragon surfer Rob Machado. ECO represents the ambitious, avant-garde and athlete-inspired mindset that is Dragon’s core belief.

And what you get with Dragon is some of the most stylish designs, performance polarised lenses with the top technology of hydrophobic and oleophobic lenses to repel all the nasty dust and water so you most importantly get sunglasses and goggles that actually mean something when you’re out there.

“We saw an opportunity to add snow goggles to the lineup by aligning ourselves with the emerging snowboard market,” says founder Will Howard. “We loved riding and realized snowboarders were treated as second-class citizens just like we were as a start-up, so we thought that would be a good match.” From there, Dragon recruited snowboarders Jamie Lynn, Chris Roach, and a few others. Many years and many ride days later, Dragon has established itself as a leader in the snow goggle business.

The idea that Dragon is a family and one that stays true to its roots still remains today. Snow team rider Jamie Lynn, and Dragon’s first surf team rider, Shane Dorian, have been there since the start. But with its top-level products, Dragon’s team roster has grown to include some of the best surfers, snowboarders, moto riders, and wakeboarders in the world.

And still run by Will Howard too, Dragon has stayed a youthful, free-thinking, alternative, edgy brand that appeals to the core lovers of these sports. Dragon endures as one of the few independent brands in its field.