Hitting the ski slopes or the brisk streets of NYC this winter season? New Yorkers can now experience VUARNET, the legendary French eyewear and outdoor brand, and its high-quality, yet functional and fashionable eyewear, skiwear, and accessories in a space dedicated to the craft! VUARNET recently opened its new SoHo flagship boutique this fall, which embodies VUARNET’s refreshed brand identity. Reconnecting with the original DNA of the house, while embracing the momentum created since its acquisition by Thélios, the eyewear experts of LVMH.
Before we get more into the new flagship, let’s dive into more about Jean Vuarnet, Founder of VUARNET and the brand itself. Jean Vuarnet was a free-spirited, legendary champion. 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. Constantly pursuing improvement, he created the VUARNET brand.
Since 1957, VUARNET has preserved its “esprit sportif” by 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.
Check out their sunglasses collections here, offering a variety of frames, styles, and lenses, all designed for superior vision and protection. As it is also the holiday season, you can find their Gift Guide here with lists for men and women (for skiwear and lifestyle).
VUARNET SoHo Flagship
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.
VUARNET SoHo Flagship is located at 414 West Broadway
Stay tuned in 2026 for more community and in-person events! Will you be stopping by?
