Founded by Daniel Uggerhøj and Torben Holt, AY Studios has made its mark in the crowded eyewear market by creating designs that celebrate individuality and purpose. They aim to redefine luxury eyewear, moving beyond trends to craft stylish, authentic, and thoughtfully designed pieces. Each frame tells a story, blending bold, modern looks with timeless quality.

What makes AY Studios unique is its commitment to sustainability and ethical sourcing. Their designs draw inspiration from Nordic minimalism and the beauty of natural landscapes. Influenced by James Ayschough's innovative spirit, the brand focuses on growth, creativity, and lasting elegance.

AY Studios isn't just about eyewear—it's about inspiring people to express themselves confidently.

Read the full interview below!

What inspired you to create AY Studios, and what specific gaps in the fashion industry did you aim to address with your brand?

The inspiration behind AY Studios began with a vision to create something distinct within the fashion industry—a brand that balanced daring design with timeless quality. We saw a gap in the market for responsibly crafted, high-end eyewear that spoke to people who value individuality and personal expression. For us, it wasn’t just about making beautiful products; it was about offering something with integrity, a line of eyewear that felt both modern and meaningful.

Can you walk us through the initial stages of AY Studios' creation? What challenges did you face in bringing the brand to life from concept to launch?

Getting the brand off the ground was exciting and challenging. In the initial stages, we dedicated ourselves to understanding the materials, crafting sustainable supply chains, and assembling a team that shared our commitment. Building a brand from scratch meant confronting logistical obstacles and making difficult decisions about partnerships and production. Sourcing sustainable materials while maintaining high standards was challenging, but it was essential to our brand's identity. A commitment to responsibility and quality informed every choice.

The birth of AY Studios began in New Zealand and Australia but is rooted in Nordic values. How did your experiences in these different regions influence your design philosophy and brand identity?

Although AY Studios was born between New Zealand and Australia, the brand’s values are rooted in Nordic principles. Our time in these countries shaped us through their unique blend of bold landscapes, a sense of freedom, and an easy-going lifestyle. That spirit met the minimalist and functional design philosophy of the Nordic region. Together, these influences shaped our design identity—a sense of effortless sophistication and respect for nature.

James Ayschough, the inspiration behind your brand, was known for his daring and innovative spirit. How do you embody his pioneering qualities in your design and production processes?

Our brand is inspired by James Ayschough's pioneering spirit. His willingness to challenge conventions inspired us to be bold in our designs and to innovate continually, especially in our choice of materials and production processes. He was unafraid to push boundaries, and we strive to carry that legacy forward by creating products that stand out in subtle yet powerful ways.

Your products are designed for those who "choose to walk down their path and take the roads less traveled." How do you ensure that each piece reflects this ethos, and what elements make your designs both timeless and daring?

Our customers are independent thinkers—people who walk their own paths. Every piece we create is made with them in mind, reflecting our individualism and timeless design ethos. We carefully consider every element, from unique shapes to subtle, distinctive features that make our products daring and enduring.

AY Studios champions responsible fashion without sacrificing style or quality. What sustainable practices or technologies do you use to maintain this balance, and how have they evolved since the brand's inception?

Sustainability is at the heart of everything we do, and we’re always looking for ways to make our processes more responsible. We use recycled materials wherever possible, select eco-friendly options, and continuously seek to reduce waste. As we’ve grown, we’ve found more ways to innovate, from responsible sourcing to more sustainable manufacturing techniques. The industry evolves, and so does our commitment to the environment. We aim to give more back to Mother Nature than we are using.

The first pair of AY Studios sunglasses must have been a significant milestone. Can you share the story behind designing and creating that very first piece? What did it represent to you?

Creating our first pair of sunglasses was a defining moment for AY Studios. That first design represented everything we wanted our brand to embody—courage, authenticity, and an appreciation for craft. From the initial sketches to the final product, it was about more than just eyewear; it was about making a statement and setting a standard.

With representation in 17 countries and over 250 retail partners, how have you navigated maintaining the brand's core values while expanding into a global market?

Expanding globally has been thrilling, but we’re dedicated to keeping our core values intact as we grow. By carefully selecting retail partners who share our vision and staying engaged with the communities where our products are sold, we ensure that every new market reflects the same passion that started AY Studios.

Can you take us inside the design process at AY Studios? From initial concept to finished product, what are the key steps, and who are the key players in bringing a new piece to life?

Our design process is meticulous. It begins with a concept, often inspired by the world around us or an idea that sparks curiosity. Our team, including designers, collaborates closely at every stage—from the first sketch to the final prototype. Every step is a collective effort, and each piece represents our combined vision and values.

What does it mean for you as founders to "follow the sun"? How does this guiding principle influence your work, decisions, and aspirations for AY Studios?

"Following the sun" is our guiding principle. It’s about seeking inspiration, exploring new horizons, and continually growing, both as individuals and as a brand. This philosophy informs every decision, reminding us to keep our eyes on the future while honoring the craftsmanship and integrity that define AY Studios.

Mature Magazine celebrates the redefining of what it means to be mature. How would you define "mature" in the context of AY Studios, and how is that idea reflected in your designs and brand philosophy?

To us, “mature” represents confidence and authenticity that only grows with experience. It’s not about age but about a thoughtful approach to style that values substance over fleeting trends. Our designs reflect this philosophy by offering something fresh and enduring, with a timeless appeal that speaks to a discerning eye.

Maturing Design: An Interview with AY Studios' Founders

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