Smith Optics
Performance lens interchange.
In collaboration with Smith Optics, we set out to solve a long-standing friction point in sport eyewear: lens changes that were cumbersome or insecure. Our design efforts and engineering collaboration became Smith’s MAG™ system - an effortless magnetically guided interface with the confidence of a mechanical locking architecture. The result is fast, intuitive lens swaps without compromising structural integrity or optical clarity. Aesthetically, we treated the Attack line as a unified shield expression with clean edge geometry and a sport-forward stance. The MAG™ architecture is fully integrated into the temples, preserving a sleek silhouette while reinforcing durability and premium feel. The Attack family was the first in their line to showcase this technology platform and demonstrate it’s speed and utility. That innovation unlocked something important: when lenses are genuinely easy to swap, athletes actually use the second lens. This elevates the value of high-performance optics like ChromaPop and interchangeability stopped being a feature and became a performance multiplier.
Industrial Design
Product Strategy
Design Language
Product Development
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
The Smith MAG (TM) technology was developed from the ground up to facilitate quick lens swapping and reduce stress on lens - preserving optical quality. Mechanical prototypes were used to quickly iterate with their engineering teams and refine the final mechanism and distinct aesthetics.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Interchangeability existed before, but it didn’t feel intuitive or premium. The MAG™ system makes lens changes feel effortless and secure, something you could do mid-ride without hesitation.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
Often described as simple, intuitive, and effective. We we’ve been excited to see the MAG™ system widely praised in gear reviews and communities as a practical improvement over previous interchangeable lens systems and since integrated into more families of product in the Smith line.
