James Ay is not only a brand, really, it’s a philosophy. A way of exploring - and experimenting with - all layers of life.


James Ay is not only a brand, really, it’s a philosophy. A way of exploring - and experimenting with - all layers of life.

We’re a collective of life enthusiasts, dreamers and doers all wanting to suck the marrow out of every hour of every day. Our time here matters, and at the end of it all we wish to look back on a series of experiences and memorable faces that made the time worth spending.

To us sunglasses have never been something practical or a fashion statement, they represent moments of our lives where the sun has lightened our minds and freed our thoughts.

They are less of a thing we wear, but a place we go. A place with no rulebook.

Four pillars of thoughtful design

1. There is no fashion like timeless
We don’t believe in the fast fashion industry, as it represents mindless, waste-full consumerism. James Ay is all about making long-lasting products and designs that can be appreciated for generations.

2. Quality
No compromises are made when sourcing the best materials, shapes and production methods for a pair of James Ay sunglasses. The experience of great quality is what turns a beautiful design piece into something you love.

3. There most be a story worth telling
Every product is made with an intent to reflect an opinion or cultivate a meaningful story that goes beyond the mere physical. It has to pose a question or answer one, whereby it adds to the richness of the James Ay universe.

4. Sustainable at heart
We’re chasing all possibilities to make the right choices related to our planet and the people living on it. We seek to protect the environment by supporting projects we believe in. Are we perfect yet? Not by a long shot. But we constantly work towards one day making an all positive impact.

We give back

Our mission is simple. We wish to preserve the world we live in by giving back more than we use to the planet and its people. This means becoming net positive in our impact when the big score line is settled.

How do we do it?
We give donations to Coral Restoration Consortium, Leonardo DiCaprio Foundation and One Tree Planted, as each represent ways in which we can improve our impact - either directly through projects, or indirectly by fostering new knowledge on how we could live better in the future.