Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In


Press Releases

VUARNET Appoints JAM Collective as PR Agency

Get access to everything we publish when you sign up for Outside+.

New York, NY – January 5, 2016 – The legendary, French, sunglass brand Vuarnet, manufacturer of timeless, sport-elegant sunglasses and the finest mineral lenses with unparalleled protection, precision and durability, announced today the appointment of JAM Collective as its PR agency of record for the US market. JAM Collective is a boutique agency specializing in public relations, social media and strategic partnerships, representing some of the world’s best active lifestyle, outdoor, bike and fashion brands.

“We are impressed by JAM Collective’s accomplishments and ability to bring unique premium brands to the US market with innovation, dynamism and drive,” says Vuarnet’s President Lionel Giraud. “We are confident that their skills will accelerate the return of the Vuarnet brand in North America.”

Vuarnet Inc.’s CEO Lucio Lozza adds, “This partnership comes after an extremely successful first year of activity in the US market, and will propel us into 2016 with even greater energy and passion. JAM will be instrumental in spreading awareness among consumers and retailers of the quality and benefits of Vuarnet’s ultimate mineral glass sun protection.”

The Vuarnet story began in the late 1950’s when visionary optician Roger Pouilloux gave French ski champion Jean Vuarnet a pair of his exceptional mineral lens sunglasses. A few months later, Jean Vuarnet went on to win the Gold Medal in downhill skiing at the 1960 Winter Olympics in Squaw Valley. Following this victory, the two men, who shared a common passion and vision, forged a friendship and joined forces to create a brand that reflected their character: innovative, high-performance and elegant.

Recently, Vuarnet’s iconic styles have been worn on the big screen by actors such as Daniel Craig in the highly anticipated James Bond “Spectre” and by Jake Gyllenhaal in “Everest”. Celebrities such as Jeff Bridges in “The Big Lebowski”, Luke Wilson in “The Royal Tenenbaums”, Miles Davis, Mick Jagger and others have worn Vuarnet because of the uncompromising performance that its mineral glass lenses guarantee. Vuarnet’s lenses are distortion-free, have the highest clarity, durability and protect against all damaging effects of the sun – including UV rays, infrared and blue light.

“We are thrilled to announce our partnership with Vuarnet,” said Julie Atherton, founder of JAM Collective. “Vuarnet is an iconic French brand that uniquely captures both technical excellence and exceptional style. We look forward to collaborating with the team in the United States to build the brand’s presence stateside.”


About Vuarnet Inc. USA

Providing the best eye protection since 1957, VUARNET re-launched in the US just over one year ago, offering the highest-quality sunglasses with contemporary and timeless appeal. The US offering includes various sunglasses styles to reflect contemporary trends and range from sleek metal aviators, edgy cable temple sunglasses, to iconic fashionable pieces (models 002, 003, 006 and Glacier), casual lifestyle eyewear, mirrored snow goggles to hit the slopes and sportier pieces for the extremely active lifestyle.

About JAM Collective

Founded by Julie Atherton and based in San Francisco, California, JAM Collective focuses on strategic planning, effective social media networking and influential product placement to initiate brand visibility and further connect its clients with consumers. Over the past 15 years, JAM Collective has evolved into a versatile and accomplished public relations and media agency with an impressive roster of nationally and internationally recognized clients, all the while maintaining a deep level of client involvement. Current clients include: Osprey Packs, Mountain Hardwear, Icebreaker, Yakima Products, Inc. and Snow Peak.