INTERVIEW #85 JAMES AY
Based in: Denmark, Aarhus
Founded in: 2019
Founded by: Torben Holt and Mads Svindt
Stores: Wholesale + www.jamesay.com
Price range: 135-160 EUR
Hi James Ay, we are thrilled about having a plant-based sunglass brand in our community, in the middle of summer and all. Tell us about your brand and why you started?
I, (Torben Holt) have always loved sunglasses and the product that I'm selling is very important for me to love. I can not work with a product I don't love.
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 colours 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.
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 know that you're a transparent brand and are just like many other brands, on a journey to become more sustainable. How are you working with sustainability today?
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.
We use the fully plant-based acetate Mazzucchelli M49 combines cellulose acetate and a plasticizer from natural resources. Cellulose is a structural protein in plants, and the other components derive from cotton seeds and wood fibres - making it 100% biodegradable. 90% of the material converts into natural gasses after only 115 days. The remaining share turns into water and biomass according to the UN-EN-ISO 14855-2: 2018 standard. You can read more about here: https://www.mazzucchelli1849.it/pages/m49-bioplastic?locale=en
We use OBE hinges which are made from 60% reused metal chips from old hinges. OBE is a powerhouse from Germany which has more than 100 years of experience. Our sleeve is made from recycled leather, and the cleaning cloth is made from recycled plastic bottles. We give donations to Climaider which 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.
We use FSC Certified packaging which is a sustainable international standard for consumer paper-based packaging. The FSC standard assures buyers that timber has come from a forest that has been evaluated and certified as being managed according to the correct social, economic and environmental standards. The FSC Mixed Sources and FSC Recycled labels are wood from FSC certified forests mixed with FSC certified recycled material and wood products from controlled sources.
We are turning all our plastic into biodegradable plastic or recycled plastic. This is a process which started from the beginning of the company and we are aiming to be fully sustainable on this point in 2023. When it is possible, we transport our sunglasses to Denmark by train to reduce our CO2 impact. We make decisions to minimize the waste in production. We are trying to use less water, material resources, plastic, and CO2. We have a great partnership with our suppliers and try to optimize together. Our goal is to give more back to the planet than we use.
How and where are the products produced, and where do you source the material from?
Our material is sourced from OBE and Mazzucchelli. They have factories in Italy, Germany and Shenzhen in China. We make our handmade sunglasses in Shenzhen. Therefore there is minimal transportation but still the best materials on the market. We have made sure that there are good working conditions, vacation, good salary etc.
Your best selling product?
Where do you find inspiration?
From shapes in all different things, vintage sunglasses, colours, trends, stores etc. and then designing them with our unique shape and DNA.
What have been and are the major challenges?
Rising costs and inflation (the war in Europe).
What have been and are the largest gains?
When we entered MR PORTER. This was a big achievement for us.
What do you think needs to change in the sunglass industry to make it more sustainable?
We need more recycled materials and more brands using sustainable materials to develop more sustainable options, higher quality, colours etc. This will also make it cheaper for all of us. Right now it is expensive to be sustainable.
The best thing about James Ay, is why should people add a pair of James Ay to their collection?
They buy more than just a pair of sunglasses. Besides that, they buy the best quality on the market with a lot of thought into the design and brand.
What's up next?
Keep developing, add more products and get more revenue.