Billabong Expands into Eyewear with L’Amy America

Billabong, the iconic surf and lifestyle brand, is moving into eyewear through a new partnership with L’Amy America, a specialist in design, manufacturing and distribution of optical and performance eyewear. Under the agreement, L’Amy America will develop and supply a full Billabong eyewear line across the U.S. and Canada, including optical frames, fashion sunglasses, eyewear accessories, snow goggles, and motorsport goggles for men, women and children.

The collaboration pairs Billabong’s outdoor and action-sports heritage with L’Amy America’s eyewear expertise. L’Amy will be responsible for design, manufacturing and distribution, positioning the Billabong label to compete across both lifestyle and technical eyewear categories. The product range is explicitly broad, spanning everyday fashion sunglasses to specialized protective goggles for snow and motorsport use.

Brett Glauser, VP of Brand, Action and Outdoor Sports at Authentic (Billabong’s parent company), framed the deal as a natural extension of an existing relationship: “L’Amy is a trusted partner across our portfolio,” he said. “Their expertise in eyewear design and global distribution makes them the ideal partner to bring Billabong’s spirit of adventure to the category. We’re proud to continue building on our successful partnership, which also includes Champion‑branded eyewear, as we expand both brands with products that are technically sound and fashion‑forward for today’s consumer.”

Billabong’s move into eyewear taps into several converging trends: the continued appetite for lifestyle brands to offer full accessory ecosystems, the growth of performance eyewear for outdoor sports, and consumer demand for branded products that blend technical function with fashion. By covering optical, sun, and sport-specific segments, Billabong and L’Amy aim to capture both everyday buyers and athletes seeking category‑specific performance.

Consumers can expect Billabong‑branded eyewear to appear through L’Amy America’s distribution channels in North America, with product launches likely staged to target seasonal demand for sunglasses and snow goggles. The partnership’s success will hinge on product design that reflects Billabong’s surf‑and‑snow DNA while meeting the technical standards required for protective eyewear.

The deal strengthens Billabong’s accessory portfolio and gives L’Amy America a high‑profile lifestyle partner to expand its market reach. If executed well, the collaboration could position Billabong as a credible player in both fashion eyewear and sport‑specific protection, offering retailers and consumers a cohesive, branded option across multiple price points and use cases.

The eyewear collection will aim to capture Billabong's heritage as a surf and action sports brand while incorporating technical features appropriate for both performance and lifestyle use. The inclusion of snow goggles and motorsport goggles suggests the brand will cater to the broader action sports market beyond its surf roots.

L'Amy America brings decades of experience in designing and distributing licensed eyewear for major brands. The company's infrastructure and distribution network will enable Billabong to reach optical retailers, sporting goods stores, and specialty shops across North America.

Financial terms of the licensing agreement were not disclosed. Launch timing and pricing details for the Billabong eyewear collection were not immediately available.

Authentic Brands Group acquired Billabong in 2023 as part of the Boardriders acquisition, adding the iconic Australian surf brand to a portfolio that includes Champion, Reebok, Eddie Bauer, and numerous other lifestyle and sports brands.