We’re guided by creativity and
pursuing a free way of life.
About AY Studios
THE BIRTH OF AY STUDIOS
AY Studios is a tribute to the modern inventor of sunglasses - James Ayschough (1720-1759). As a true pioneer of his time, he experimented with all kinds of lenses to improve our ability to see in different lighting conditions. He dared to follow unconventional paths and was firm in his belief that optics was not only able to improve our eyesight — they could also include colours. His daring nature and ability to break new grounds is at the core of Ay Studios.
FOLLOW THE SUN
AY Studios was founded in 2019 as a creative space meant to explore sustainable ways of bringing timeless, yet daring designs to life. Now, our plant-based sunglasses and sustainable bag collection are a testament to free thinking and the journeys ahead. We celebrate everyone who choose to walk down their own path and take the roads less travelled. We all possess the ability to seek. That’s why we say; 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.
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
AY Studios was founded by Daniel Uggerhøj and Torben Holt — two Danes believing that it’s possible to inspire positive change in the fashion industry without making compromises on style or quality. They’re surrounded by a strong co-founding team of creatives all helping to bring the vision of AY Studios to life.
In spite of 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 went back to Denmark. Now, we’re headquartered in Aarhus, Denmark and represented in 17 countries by more than 250 retail partners.
Founder, Torben Holt