IT’S A VUARNET DAY, more than just a slogan, embodies a true way of life. Born in the United States in the 1980s, this mantra quickly became a symbol of freedom, exploration, and a passion for the outdoors.
Nearly 40 years after its first appearance, IT’S A VUARNET DAY is making a comeback with a fresh vision. In 2025, Vuarnet is reinventing this legendary campaign, bringing new energy to a philosophy centered on adventure and performance. With the support of world-renowned athletes and an exclusive new collection of sunglasses, the brand merges its iconic heritage with a boldly contemporary approach.
Whether you’re conquering snowy peaks, climbing to new heights, or navigating the bustling streets of the city, every day can be a “Vuarnet Day”—an invitation to push your limits, embrace the unknown, and fully live in the moment. Whatever adventure means to you, Vuarnet is by your side.
Discover the Vuarnet 2025 collection now and experience your “Vuarnet Day” to the fullest.
Vuarnet unveils its 2025 collection, combining artisanal craftsmanship, technological innovation, and exceptional materials. Designed for those who embrace both style and adventure, these new sunglasses are made to perform in extreme environments while seamlessly fitting into urban life.
Inspired by the world of mountaineering, this collection combines exceptional materials with optimal protection for modern explorers.
Designed for everyday wear and urban getaways, this collection reinterprets Vuarnet’s iconic models with premium materials.
Inspired by retro ski goggles, this collection features ultra-resistant bio-nylon for exceptional lightness and durability.
To revive the spirit of exploration and performance, Vuarnet partners with world-renowned adventurers and athletes, each embodying the pursuit of excellence in their own way:
But the IT’S A VUARNET DAY experience doesn’t stop there. Through an exclusive partnership with Strava, Vuarnet challenges outdoor enthusiasts: log 4 hours of mountain activities—skiing, hiking, snowboarding—and compete alongside the campaign’s athletes.
Ready to take on the challenge? Join the Vuarnet community and turn every day into an adventure.
Vuarnet is the only brand that manufactures its own mineral lenses, handcrafted in France at its Meaux workshop. Certified as a Living Heritage Company (EPV), these lenses offer exceptional optical clarity and unmatched resistance to scratches and impacts. Designed for high-precision sun protection, they are the top choice for sports enthusiasts, adventurers, and style seekers.
Each Vuarnet lens is designed to adapt to the most demanding conditions. Here’s a guide to help you choose the one that best suits your needs:
| Lens Type | Features | Ideal for |
|---|---|---|
| Skilynx™ | Enhances contrast and reduces glare | Skiing, high mountains, strong light |
| Greylynx™ | Intense sun protection, natural color vision | Sea, mountains, urban activities |
| Blue Polar | Reduces reflections and provides optimal protection | Water sports, driving |
| Photochromic Pinklynx™ | Adaptive tint that adjusts to light conditions | Hiking, changing weather |
| Grey Polarlynx™ | Filters intense light, polarized effect | Outdoor activities, strong sun exposure |
Exclusive to Vuarnet, Lynx™ technology ensures optimal reduction of reflected light while enhancing contrast. Ideal for high-brightness environments, this innovation protects the eyes from glare, improving visual comfort and contrast precision.
Vuarnet is committed to designing high-end sunglasses that combine performance, durability, and environmental responsibility. This commitment is reflected in the use of innovative materials, controlled local production, and optimized longevity to reduce ecological impact.
For several years, Vuarnet has been incorporating more eco-friendly materials into the production of its frames:
Vuarnet is one of the few brands that designs and manufactures its own mineral lenses in France, at its Meaux workshop. This local production approach allows the brand to:
Vuarnet’s mineral lenses offer greater longevity compared to polycarbonate lenses, which are commonly used in the eyewear industry:
High resistance to scratches and impacts: A more durable lens means less waste and better long-term preservation.
Unalterable optical quality: Unlike plastic lenses that may yellow or degrade over time, Vuarnet’s mineral lenses maintain their clarity and performance year after year.
With this approach, Vuarnet continues to innovate, offering sunglasses that combine style, technology, and environmental responsibility, ensuring modern adventurers are equipped for all their explorations.
The story of Vuarnet began in 1957, when French optician Roger Pouilloux developed a revolutionary lens: the Skilynx™. Designed to enhance skiers’ vision, this lens reduces glare and enhances contrast on snow, providing unmatched clarity in high-altitude conditions.
Impressed by this innovation, Jean Vuarnet, a French ski champion, adopted these lenses and won the gold medal in downhill skiing at the 1960 Squaw Valley Olympic Games. This collaboration led to the creation of the Vuarnet brand, which quickly became a benchmark in performance optics and sports sunglasses for extreme conditions.
In the 1980s, Vuarnet made its mark in the United States with the iconic “IT’S A VUARNET DAY” campaign, establishing itself as a symbol of style and outdoor adventure. Associated with adventurers, skiers, and explorers, the brand became a symbol of freedom and performance.
Today, Vuarnet continues its tradition of optical excellence by combining artisanal craftsmanship, technological innovation, and environmental commitment. Every pair of sunglasses is designed to provide optimal sun protectionwhile staying true to the brand’s core values of authenticity and self-challenge.
As a nod to its mountain heritage, each pair of Vuarnet sunglasses comes with a carabiner and cord, symbolizing its alpine roots and deep connection to the world of sports and adventure.
Vuarnet’s integration into Thélios, the eyewear division of LVMH, marks a new milestone in the brand’s evolution. This collaboration blends artisanal tradition with technological innovation, further enhancing Vuarnet’s excellence and global presence.
Founded in 2017 as a joint venture between LVMH and Marcolin Group, Thélios became LVMH’s exclusive eyewear subsidiary in 2021 after acquiring Marcolin’s shares. Specializing in the design, manufacturing, and distribution of luxury eyewear, Thélios collaborates with prestigious brands such as Dior, Fendi, Celine, Givenchy, and Bulgari, while also developing its own brands, including Vuarnet.
Its production center, Manifattura Thélios, is located in Longarone, Italy, a region globally renowned for its eyewear expertise. This facility combines Italian craftsmanship with cutting-edge technology, ensuring some of the highest quality standards in the industry.
Vuarnet’s integration into Thélios has led to:
Through this collaboration, Vuarnet preserves its authentic sporting DNA while leveraging the expertise and innovation of Thélios and LVMH.
More than just a sunglasses brand, Vuarnet embodies a true way of life, blending performance, style, and innovation. With its new Vuarnet 2025 collection, the brand reaffirms its iconic heritage while embracing a forward-looking vision.
Whether you’re a mountain adventurer, a design enthusiast, or an urban explorer, the sport and lifestyle sunglassesof Vuarnet 2025 offer unmatched sun protection and exceptional visual clarity. Designed to withstand extreme conditions while elevating everyday style, they represent the perfect fusion of cutting-edge technology and authenticity.
And you—are you ready to experience a “Vuarnet Day”?
Receive exclusive updates on the latest in the world of eyewear, our favorite selections, and unique offers reserved just for our subscribers. Join the Parisée community and elevate your style today!
