Based in Sweden, Bliz Active Eyewear has expanded its operations to the United States in recent years. Promoting its product on Tuesday at the Outdoor Retailer Summer Market in Salt Lake City, Utah, glasses were available for sale at the booth, giving those in the industry the opportunity to customize their purchases.

“There are 9 million Swedes and Bliz sells more than 1 million glasses a year just in Sweden,” said Andrew Gerlach, a representative of Endurance Enterprises, Inc. “Everything about Bliz is about customization, comfort, lens clarity, and cost. All those things combined allow you to keep focused on the trail.”

He said the Pace glasses are one of the company’s best-selling items, with adjustability in the temple and nose piece.

“For nordic skiing, trail running, mountain biking–any place where you have a lot of upper body movement, you can click off the temples and click in the strap and turn it into, basically, a goggle, so it stays in place,” said Gerlach, who also noted this feature applies to the Pursuit model.

Other models provide a strap that attaches directly to the temple pieces of the glasses without having to remove parts, securing the eyewear in place during more intense sports.

Most of the glasses run less than $100, with the exception of some of the larger goggles.

According to the company’s catalog, “Design, flexibility, and value. Bliz Active is sports eyewear made to protect, endure, and provide the comfort you need. Advantageously hi-tech and radically designed. Bliz is active eyewear for active people.”

Images by Ariel Black