Vuarnet releases collaboration with Noah

By

Olivier Guyot

Published
Apr 5, 2018

When Neo Investment Partners acquired the brand in 2015, the firm's objective was to polish up Vuarnet's image. Lionel Giraud took charge of the company and began by focusing on eyewear, developing the label's production equipment and collections. Having opened its first branded store last year, the label is now taking on a new set of challenges, setting its sights on the US and developing its apparel offer. 

The Vuarnet x Noah collection ticks both boxes. Available from April 5, 2018 in Vuarnet's Parisian flagship, Noah's New York boutique and Dover Street Market in London, the collaboration revolves around sunglasses and summer clothing. Indeed, although it was probably best known in Europe during the 1980s and 90s for its sunglasses and ski-wear, Vuarnet also saw success in the US with its t-shirts and an altogether more summery brand image. 

Having met Brendon Babenzien in New York, Lionel Giraud has been quick to approve a project with a US brand which is accruing an increasingly impressive following. The initiatives of Noah, the former Supreme creative director's label, are currently being closely observed, much in the same way as the hotly anticipated launches of cult brands Supreme or Kith. 

For the Vuarnet x Noah collection, the two brands have explored a resort aesthetic with a selection of sunglasses – made in France by Vuarnet –, hoodies, t-shirts, caps and printed Vuarnet tote bags, all made in the US, as well as an Italian-made swimsuit and a beach towel. Prices range from $58 to $280 dollars, and the color palette is bright and citrusy, evoking a certain carefree vibe and a style that taps into the current 90s revival. 

Alongside its North American relaunch initiatives, Vuarnet is also developing a line of high-end alpine apparel for release in Europe next winter, cleverly establishing itself in two spaces which complement its eyewear activites.