It’s a VUARNET Day in New York

November 25, 2025

Vuarnet Introduces New Flagship Boutique Experience in SoHo

NEW YORK, NY (November 25, 2025) /OUTDOOR SPORTSWIRE/ – VUARNET, the legendary French eyewear and outdoor brand, announces the opening of its new SoHo flagship boutique at 414 West Broadway on October 6, 2025. More than a store, the flagship embodies VUARNET’s refreshed brand identity, one that reconnects with the original DNA of the house, while embracing the momentum created since its acquisition by Thélios, the eyewear experts of LVMH.

The new address doubles the guest space from the previous store and introduces a bold retail concept designed to immerse visitors in the full VUARNET experience. Natural materials and mineral tones evoke the vibrancy of the mountains. The alpine environment was a constant source of inspiration for founder Olympic champion Jean Vuarnet, whose respect for nature has always defined the brand’s spirit. VUARNET’s signature blue and red punctuate the space, reinforcing its dynamic link to performance with style.

VUARNET presents its collections with greater depth through modern display storytelling, from the precision of its mineral glass lenses to innovations developed in partnership with Thélios and LVMH. Digital screens and curated imagery trace the brand’s journey: past, present and future, underscoring both heritage and evolution.

Heritage remains at the heart of the space, with subtle design gestures honoring Jean Vuarnet’s legacy. Guests will discover a backlit logo of the Olympic champion, archival photography and a manifesto etched onto mirrors, reminders of the brand’s pioneering vision and enduring commitment to excellence.

Beyond retail, the boutique will host unique experiences for guests, including select customizable frames and lenses, prescription eyewear and special gatherings with VUARNET Fellows. These activations will bring the brand’s craftsmanship and community closer to its customers.

“The opening of this new SoHo boutique represents an exciting new chapter for VUARNET in New York,” said Giulia Zani, Brand Director for VUARNET. “The U.S. has always held a special place in our story, from Jean Vuarnet’s Olympic victory in 1960 to the Los Angeles 1984 Summer Games and the birth of the phrase It’s a Vuarnet Day, which went on to become an icon for the brand. Our new campaign and boutique celebrate that enduring legacy, while offering an elevated and immersive experience for today’s customers.”

ABOUT VUARNET :

Jean Vuarnet was a free-spirited, legendary champion. He was constantly pursuing improvement, leading him to create the VUARNET brand.

Jean Vuarnet pioneered such innovations as inventing the “egg” or “tuck” position and was the first skier to compete on metal-edged skis, helping him win the gold medal in downhill skiing at the 1960 Winter Olympic Games. He is known for creating Avoriaz, the first car free resort, and Portes du Soleil with an avant-garde approach to the mountains.

Since 1957 VUARNET has relentlessly pursued excellence, preserving its “esprit sportif” with developing the highest performing products with an impeccable sense of style. Today, VUARNET still produces its mineral glass lenses in its own French factory, using traditional manufacturing methods unchanged since its inception. This unique savoir-faire is recognized by the label “Entreprise du Patrimoine Vivant” by the French government. VUARNET mineral glass lenses are unparalleled in clarity and durability, and provide the best protection against sunlight and sunflection thanks to LynxTM technology.

VUARNET is an invitation to enjoy the outdoors, IT’S A VUARNET DAY TODAY.

ABOUT THÉLIOS:

The name “Thélios” is the synthesis of the names of the Greek gods Theia, goddess of light and sight, and Helios, god of the sun. Born from the will of LVMH Group, world leader in luxury, to establish itself in the eyewear sector, Thélios designs, produces, and distributes sunglasses and optical frames for some of its most prestigious Maisons: Dior, Fendi, Celine, Givenchy, Loewe, Stella McCartney, Kenzo, Berluti, Bulgari, Tag Heuer and Fred. In addition, Thélios owns two proprietary brands, Barton Perreira and Vuarnet. With its Manifattura, located in Longarone, Italy, Thélios blends the distinct identity of each Maison with Italian craftsmanship to create exceptional luxury eyewear. Thélios offers its own “enlightened look” on the sector, providing the highest level of quality and excellence both in its products and service.