Our Story

We got sick of paying
$400 to
see clearly.

So we built something better.

The Brief

Build something that actually works.
Sell it for $100.

Not $399. Not $249 with a promo code that somehow never expires. A hundred dollars.

We're a small Aussie brand. We don't have a heritage story or a pro athlete's name on the frame. What we have is a pair of sunnies that won't bounce off your face at the 8km mark. Polarised lenses, UV400 protection, 28.8 grams. And they cost the same as a decent dinner out.

Performance gear is priced like it's a status symbol. We think that's taking the piss. Altra exists to fix that.

"The effort matters more than the distance, the intensity, or the accolades."

Altra is for anyone having a go. Stepping out of their comfort zone. Chasing progress in their own way. Whether that's a sub-20 parkrun or just getting out the door three mornings a week, we're built for that person.

28.8g Frame weight TR90 thermoplastic. Built to flex, not break.

UV400 Polarised lenses 100% UVA + UVB blocked. Every pair. No exceptions.

$100 All in No upsell. Microfibre cloth and hard case included.

4.97★ Verified reviews "Don't bounce. Don't slip. Don't move." The most common thing our customers say.

What's next

We're just getting started.

Trail capsule coming Q3. First retail door Q4. And Motion Club, our Strava-connected community for customers who want to earn their prizes, not win a draw, is launching soon.

Same deal throughout: gear that works, at a price that doesn't.