If you’re the type who likes hitting the trails or the ski slopes, you’ve probably come across Native Eyewear at least once. For the past couple of decades, the brand’s been on the radars of hikers, cyclists, and anyone who wants sunglasses tough enough for adventure. But lately, there’s been a lot of chatter and a few worried Reddit threads asking if Native Eyewear is shutting down. Let’s clear things up and dig into what’s really happening with this outdoor eyewear brand.
How Native Eyewear Earned its Niche
Native Eyewear started back in 1998, right when wrap-around sport sunglasses were picking up steam. Their pitch was simple: make sunglasses that are as ready for the wild as their owners. Native offered a wide range of options, known for lightweight, tough frames and interchangeable lenses that actually stayed put.
The company quickly became a staple in outdoor gear shops, popping up locally and nationally. If you wanted sunglasses that could take a beating – whether you were mountain biking or skiing a black diamond – Native had something for you.
A Quick Check: Is Native Eyewear Going Out of Business?
You might have noticed fewer Native products on shelves or a trimmed-down selection online. But, bottom line, Native Eyewear is not closing up shop. As of 2025, there’s no news alert, press release, or credible rumor that says the brand is shutting down.
They’re still running their official website. You can still order sunglasses. Customer service responses are up and running, and they continue to honor warranty claims. So, even if the product range is a little smaller than in the past, Native is still alive and kicking.
Where Did the Other Gear Go?
If you shopped for Native gear a few years ago, you might remember seeing a lot more than just sunglasses. They offered ski goggles, replacement lens kits, head straps, and cleaning accessories. Now, most of that is gone from their official website.
You won’t find Native goggles or snow products listed officially anymore, and retailers who carried the extras seem to have sold out. Sometimes, you’ll still find a stray pair of goggles or a lens kit floating around on third-party sites, but if you want something brand new, it’s almost always sunglasses these days.
So, what happened to all the gear? Basically, Native Eyewear has streamlined its offerings to focus on what it does best: sunglasses for outdoor use.
Why Did Native Eyewear Cut Down Its Product Lines?
Companies prune product lines for lots of reasons. Sometimes it’s about ditching the slow sellers or focusing on core products. Every business has to balance what it’s good at with what actually turns a profit.
Native Eyewear was competing in a crowded space. The eyewear market has gotten noisier with big names and smaller boutique brands fighting for the same outdoor crowd. It looks like Native decided to concentrate on sunglasses because that’s what they’re best known for — and probably where their margins are strongest.
Let’s be real: backpacks and accessories are great, but if sunglasses are paying the bills, it makes sense to double down on those. Brands like Smith Optics and Oakley have shown it’s tough to keep a lot of specialty product lines afloat unless you’re massive or have super loyal fans. For a brand like Native, going back to basics could be a move to survive and thrive.
What This Means for You If You’re a Customer
If you’re a longtime Native fan and you love their older accessories or goggles, here’s the current reality: they’ve mostly gone away from Native’s main offerings. That can be disappointing if you relied on their interchangeable lens systems or just liked their style of ski goggles.
But if you’re all about sunglasses, you’re still in luck. Native has kept its main sunglass lines active. Their website lists new and classic models. Replacement lenses are (usually) available for current frames, though not always for older discontinued models.
If you need customer support — say, a warranty claim or a frame replacement — Native’s support team is still responding. People report on forums that the warranty department continues to offer replacements. If your specific model is out of stock or discontinued, they’ll typically ask you to pick another current style. That means their systems are still in place, and they’re managing inventory, not liquidating it.
How Native Eyewear Has Changed Hands Over the Years
Native isn’t one of those brands that’s passed through dozens of corporate buyers, but it’s had its share of changes. In 2008, Native Eyewear was purchased by A.T. Cross, the same company famous for Cross pens and involved in various optical products.
After that, management changed a bit, and Native was folded into the Cross Optical Group, alongside other eyewear brands. Sometimes, when you hear news about ownership shifts or corporate shuffling, it makes people nervous about possible closures. In this case, though, there’s no sign that ownership changes are connected to shutting down.
A.T. Cross has moved in and out of different consumer goods, but current reporting doesn’t indicate any plans to wind down Native. In fact, most indicators suggest the company is focused on keeping the line alive by focusing on core strengths — namely, sunglasses — instead of stretching itself thin.
What About Future New Gear?
So far, the signs point to Native Eyewear sticking around for the foreseeable future. The only thing that’s really changed is the product lineup is tighter. It’s possible they might re-introduce new gear or accessories if demand comes back. For now, though, their strategy is to do one thing well.
If you’re searching for something Native doesn’t make anymore, it can be frustrating. The resale market sometimes has older gear, but not always with good warranties or return policies. Still, for people after reliable sunglasses with quality lenses, Native maintains a solid reputation.
Online Sales and Customer Service Remain Active
A big indicator that a company is healthy: its website and sales channels are up, running, and current. Native’s official site is live and easy to use, with clear inventory and options for ordering. Their checkout process works, you get shipping confirmation, and the company continues to fulfill orders.
Customer service is another clear signal. When companies are winding down, support can get slow or disappear altogether. Native is still answering calls and emails. They’re processing warranty cases, shipping out replacements, and helping customers make choices if their old sunglasses have been discontinued.
Even if you have a warranty request for a model no longer being made, the support team gives you options for a new style. That’s the kind of ongoing service companies in business continue to provide. It’s a practical sign that Native Eyewear isn’t just running out the clock or selling off leftovers.
If you want to check other outdoor gear and sports equipment company updates, visit this page for a breakdown of business status in the industry.
Why Native’s Move Actually Makes Sense
Let’s face it — the outdoor gear industry isn’t easy. Brands have to keep up with trends, weather economic cycles, and meet the demands of die-hard fans and casual buyers at the same time. When brands like Native cut back their offerings, it usually means they’re trying to stick around for the long haul.
It’s not unlike your favorite restaurant slimming down the menu in tough times. Maybe they stop offering that extra appetizer, but they make sure the burger — the thing everyone comes for — is the best it’s ever been. In business, focusing on what you’re known for can help you stay afloat when others stumble.
Plus, sunglasses aren’t going out of style any time soon. As long as people need protection on the hiking trail or the water, there’ll be a place for durable, functional shades.
The Bottom Line on Native Eyewear’s Status
If you’ve been worried that Native Eyewear is disappearing, it looks like those fears aren’t necessary. The company is definitely scaling back — fewer products, less noise about new gear — but not shutting down.
Sunglasses are their main gig now, and the business is still supporting customers, selling new models, and honoring warranties. There’s always a chance they could change strategies again, but there’s nothing right now that says Native Eyewear is out of the game.
So, if you need a new pair of tough, outdoor-friendly sunglasses, Native is still in business. They just trimmed the menu, but the main course is still being served.