When anon. debuted Magna-Tech in 2012-13, the brand shattered the notion of what a quick-change lens mechanism could be. The system employs magnets to connect a lens to a goggle frame, and today, in a market that’s flooded by an assortment of lens-swapping gimmicks, Magna-Tech remains tough to beat. The concept stands as a testament to the forward-thinking team of designers at the company, which is now focused on the next best thing while the masses are still talking about the last.
anon. has been producing quality goggles since 2001, but solidified itself as a leader in the space with the unveiling of Magna-Tech. Since then, the Vermont-based brand has continued to evolve its goggle line while also introducing a full line of helmets in 2013.
The WM1, a new women’s-specific goggle, integrates the latest iteration of Magna-Tech, which features 14 rare-earth magnets and seven points of contact for a secure hold when you need it and easy lens swaps to accommodate changing light conditions. In addition to its Magna-Tech goggles—the M2 being another standout this year—anon. also produces a full line of both spherical and cylindrical goggles—stylish frames complete with an array of spare lenses that cover a wide range of lighting environments, from whiteout to bluebird.
Eric Pollard gets inverted. Photo by Dean ‘Blotto’ Gray
In the spirit of continued innovation, the Mig goggle also comes to market this year featuring MFI (Magnetic Facemask Integration)—an exciting advance pertaining to full facial protection on the slopes. The bottom of the Mig’s frame incorporates four magnetic connection points that link with an included facemask. The sealing process is instant and easy and provides full coverage, while reinforced, perforated vents keep you fog free and happy.
Aside from optics, a point of pride for the brand is how well the recently launched helmets integrate with its goggles, seamlessly coexisting in both style and function. A highlight of this line is the Thompson, a hybrid constructed helmet with clean lines that speak to anon.’s aesthetic principles. Features such as active ventilation, a goggle ventilation channel and a Fidlock Snap buckle keep it simple, yet right in tune with what today’s athletes want. And that’s one of the reasons that the company boasts such a solid athlete ambassador program.
Eric Pollard, Karl Fostvedt and Michelle Parker are a few of the names that make up anon.’s pro team, which can be seen starring in—as well as producing—some of the most influential ski media today. “We strive to partner with a diverse group of athletes capable of representing every spectrum within skiing and snowboarding,” says Stephanie Hauser Kohn, anon. Brand Manager. “Our riders are an integral part of our product development process; without their feedback we wouldn’t be where we are today.”
Going forward, anon. looks to continue fostering participation in our sport. Along with its high-profile team, the company supports up-and-comers through an amateur program, in addition to sponsoring grassroots events such as the Sandy Boville Invitational, or the not-so-grassroots Nine Queens in Livigno, Italy. “[These] events are the heart and soul of the industry,” says Hauser Kohn. “It’s what’s driving the future of our sport.”
Through continued innovation and support of athletes and events alike, the brand has proven its commitment to skiing on many levels. As anon. continues to grow alongside the sport, it will no doubt be a top contributor for years to come.
“The anon. M2 goggles + anon. Thompson helmet deliver a stylish combination that features the M2’s Magna-Tech…” Click for full review and scores.
“Part of the expanded Magna-Tech collection, the women’s-specific anon. WM1 goggles feature the same effortless, self-aligning lens…” Click for full review and scores.
“The anon. Relapse goggles offer a modern take on a classic style and the wide field of vision that high performance riding demands. Wall-to-Wall…” Click for full review and scores.