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.

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.

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 the brand’s creativity and guides them in pursuing a happy life. The brand tells stories about interesting people who found their way to a happy life.

Follow the sun