SINNER
SINNER is a Dutch sports and lifestyle brand founded in 1996 that began with sports sunglasses. It now makes eyewear, snow goggles, ski and bicycle helmets, gloves, bags and casual apparel for winter and summer sports.
| Founded | 1996 |
|---|---|
| Origin | Netherlands |
| Core category | Sports eyewear |
| Reach | More than 24 countries |
| Website | sinner.eu |
What is SINNER?
SINNER is an international sports and lifestyle brand that started in 1996 as a maker of sports sunglasses. It has since broadened into a range covering both winter and summer activities, while keeping eyewear at the centre of the business.
Products and positioning
The company designs and produces its frames and lenses in-house. Its assortment includes:
- Sunglasses and sports glasses for cycling, golf, running and watersports
- Prescription glasses
- Snow goggles and ski helmets
- Bicycle helmets
- Gloves, hats, bags, backpacks, sandals, flip-flops, T-shirts and caps
The brand positions itself in the accessible part of the sports eyewear market, with prescription glasses offered from 99 euros and free insurance on eyewear purchased through its webshop.
Distribution
SINNER reports that its products are sold in more than 24 countries. It runs its own online store, a B2B platform for retail partners, an affiliate programme and an ambassador programme, and its products are also carried by sports and action sports retailers such as Blue Tomato.
Why it matters
SINNER shows how a specialist eyewear label can extend into a wider sports accessories brand, using in-house lens and frame development as a base for goggles, helmets and seasonal lifestyle products.
Frequently asked questions
What does SINNER sell?
SINNER sells sports sunglasses, prescription glasses, ski goggles, ski and bicycle helmets, gloves, bags and casual apparel.
When was SINNER founded?
SINNER was founded in 1996 as a sports sunglasses brand.