We’re guided by creativity and
pursuing a free way of life.
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 also include colours. 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 pursuing 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.
Our business is built on four pillars that ensure designs based on both thought and vision
1. THERE'S NO FASHION LIKE TIMELESS
We don’t believe in mindless trend-seeking and wasteful consumerism of fast fashion. Instead, we make long-lasting products and designs meant to last and by appreciated for generations.
2. NOTHING BUT QUALITY
We don’t deal with compromises. We source the best materials, shapes and production methods for every product. Even that last tiny detail is what turns a beautiful design into something you love.
3. ALL ABOUT EXPLORATION
Curiosity is one of the most powerful things we own. All of our products are based on discovery and breaking boundaries and built for the exact same thing – taking you towards new journeys.
4. RESPONSIBILITY
We actively engage in all possible ways to protect the environment through products and partnerships. Nobody’s perfect; every day, we’re working towards becoming net positive.
Behind the brand
THE FOUNDERS
James Ay was founded by Daniel Uggerhøj and Torben Holt — two Danes believing that it’s possible to inspire positive change in the fashion industry without compromising style or quality. They’re surrounded by a strong co-founding team of creatives, all helping to bring the vision of James Ay to life.
THE JOURNEY
Despite being truly Nordic in spirit and approach, the AY Studios journey started in New Zealand and Australia in 2019. Shortly after, Torben Holt chose a different path and returned to Denmark. Now, we’re headquartered in Aarhus, Denmark and represented in 17 countries by more than 200 retail partners.
