Read here about the company
and what we do.

About James Ay

THE BIRTH OF JAMES AY

James Ay is a tribute to the modern inventor of sunglasses - James Ayschough (1720-1759). A true pioneer of his time, he experimented with all kinds of lenses to improve how people could see in different lighting conditions. In contrast to his peers, he dared to go down unconventional paths and was consistent in his belief that optics could improve more than the sharpness of our views, they could include colors as well. So not only has his legacy inspired a new series of sunglasses, his inquisitive nature has done the same to the James Ay universe.

FOLLOW THE SUN

James Ay is a universe of plant-based sunglasses founded in 2019 on the premise that every time you put on a pair, you are in a moment where the sun lightens your heart and frees your mind. This simple idea fuels our creativity and guides us in the pursuit of a happy life. To extend our knowledge of what constitutes such a life, we tell stories about interesting people who found their way to a happy life.

Follow the sun.

We build our business on a fundament of four pillars to ensure thoughtful design.

1. THERES NO FASHION LIKE TIMELESS
We don’t believe in the fast fashion industry, representing mindless, wasteful consumerism. James Ay is all about making long-lasting products and designs appreciated for generations.

2. QUALITY
We make no compromises when sourcing the best materials, shapes and production methods for a pair of James Ay sunglasses. The excellent quality experience turns a beautiful design piece into something you love.

3. THERE MUST BE A STORY WORTH TELLING
Our products have to reflect an opinion or cultivate a meaningful story beyond the mere physical, and it has to pose a question or answer one, which adds to the richness of the James Ay universe.

4. SUSTAINABLE AT HEART
We seek all possibilities to protect the environment by supporting different projects. Are we perfect yet? Not by a long shot. But we constantly work towards one day making an all positive impact.

Behind the brand

THE TEAM

The main team behind James Ay is Daniel Uggerhøj, Søren Stage, Kate Kruse Holt (Torbens mom), Palle Holt (Torbens dad) and Torben Holt.

Besides that James Ay have great partners in BWD Studio and Mikal Hallstrup.

THE JOURNEY

I Torben Holt started James Ay in 2019 in Australia and New Zealand. Me and my girlfriend got the opptunity to live in Brisbane, Queensland for 6 months. Therefore I grabed the chance to startup New Zealand and Australia. After 6 months me and my girlfriend moved back to Denmark, Aarhus to continue the journey. Now we represented in 8 countries and have more than 100 retail partners.

Founder, Torben Holt