Dragon Alliance
Dragon Alliance is an American action sports eyewear brand that started in a garage under founder Will Howard. It makes snow goggles, sunglasses and optical frames for snowboarding, skiing, surf and lifestyle wear.
| Founder | Will Howard |
|---|---|
| Country | United States |
| Core products | Snow goggles, sunglasses |
| Lens technology | Lumalens |
| Website | dragonalliance.com |
What is Dragon Alliance?
Dragon Alliance, often simply called Dragon, is an eyewear brand rooted in snowboarding and action sports. It was founded by Will Howard and began in a garage before growing into an internationally sold label with storefronts for the USA, Europe, the UK, Canada, Japan and Australia and Asia.
Products and positioning
Dragon's range covers:
- Snow goggles, including low bridge fit and over-the-glasses models and replacement lenses
- Sunglasses, including polarised and floatable H2O styles
- Optical frames, including blue light styles
- Apparel
Technologies include Lumalens lenses, the Swiftlock lens change system for goggles and Panotech wide field of view goggles. Goggle models such as the APX frameless goggle are well known among snowboarders. The brand bought a lodge in the Silverton mountains in 2011 to use for product testing and development.
Sustainability
Dragon promotes upcycled materials, plant-based resin frames and a partnership with Plastic Bank.
Why it matters
Dragon is one of the eyewear labels that grew out of board sports culture and now sells technical performance products alongside lifestyle sunglasses.
Frequently asked questions
Who founded Dragon Alliance?
Dragon Alliance was founded by Will Howard and started out in a garage.
What does Dragon Alliance make?
Dragon makes snow goggles, sunglasses, optical frames and some apparel, with a focus on snowboarding and action sports.