About James Ay

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. 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.


James Ay is all about making long-lasting products and designs appreciated for generations. They make no compromises when sourcing the best materials, shapes and production methods for a pair of James Ay sunglasses. The excellent quality experience turns a beautiful design piece into something you love.

The comarché framework

Product lifecycle

Brand sustainability

Biodegradable Plant-Based Materials

James Ay sunglasses are made of the fully plant-based acetate Mazzucchelli M49 which 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 convert into natural gasses after only 115 days. The remaining share turns into water and biomass.


Recycled Materials

James Ay use OBE hinges which are made from 60% reused metal chips from old hinges. Their sleeve is made from recycled leather, and the cleaning cloth is made from recycled plastic bottles.



We Give Back

James Ay's mission is to preserve the world we live in by giving back more than they use to the planet and its people. This means becoming net positive in their impact when the big score line is settled. The brand therefore gives donations to Climaider, a place for people who want to contribute to a more sustainable future. Furthermore, for every product sold, one tree is planted. Through these projects, James Ay contributes to the UN’s SDG no. 13, Climate Action.

The Comarché Notes

James Ay's sunglasses are made of a fully plant-based acetate making them 100% biodegradable. After only 115 days, 90% of the material is converted into natural gasses. How great is that?

Certifications, councils and pacts

The Brand does not work with any registered certifications. Neither on brand level nor in relation to one or more phases in the Product Life Cycle as depicted in the Comarche Framework.
See here for more information on the framework.

UN’s Sustainable Development Goals

Goal 13: Climate action image Goal 13: Climate action

There is no country that is not experiencing the drastic effects of climate change. Greenhouse gas emissions are more than 50 percent higher than in 1990. Global warming is causing long-lasting changes to our climate system, which threatens irreversible consequences if we do not act.

The annual average economic losses from climate-related disasters are in the hundreds of billions of dollars. This is not to mention the human impact of geo-physical disasters, which are 91 percent climate-related, and which between 1998 and 2017 killed 1.3 million people, and left 4.4 billion injured. The goal aims to mobilize US$100 billion annually by 2020 to address the needs of developing countries to both adapt to climate change and invest in low-carbon development.

Supporting vulnerable regions will directly contribute not only to Goal 13 but also to the other SDGs. These actions must also go hand in hand with efforts to integrate disaster risk measures, sustainable natural resource management, and human security into national development strategies. It is still possible, with strong political will, increased investment, and using existing technology, to limit the increase in global mean temperature to two degrees Celsius above pre-industrial levels, aiming at 1.5°C, but this requires urgent and ambitious collective action.

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Sustainable highlights on brand level

  • This indicates that the brand gives back to society in some shape or form. The particular initiative will be listed when describing the brand in the brand section.

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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