New CEO has a plan for reinvigorating the company.

Thanks to a new CEO and lead investor, French eyewear brand Vuarnet is “reemerging as a luxury staple for men with an appetite for exploration,” writes Observer. The article highlights Lionel Giraud, who’s now manning the helm after having spent time reviving some other classic brands. He says one of his first priorities is growing business in the U.S., where Vuarnet frames have not been available for more than a decade. “The U.S. was the first market for Vuarnet 20 years ago, and we think that it is 10 times easier to relaunch a brand in a country like the U.S. where the brand was strong in the past instead of trying to go to China or Japan first,” Giraud says.

Read more at Observer