We are so excited to announce that Father Rabbit is now stocking the stunning James Ay sunglasses. This brand just felt so right as soon as we discovered it, they have fabulous morals and of course a gorgeous range of sunglasses that we can’t wait for you to get your hands on. Keep on reading to discover all the goodness James Ay has to offer.
James Ay was created as a lovely tribute to the modern inventor of sunglasses, James Ayschough who lived between 1720 and 1759. Ayschough deeply believed in the benefits of glasses and how they could not only improve sharpness in our sight, but also colour. James Ay like to think of their brand more as a philosophy and their products are an aid to exploring and experimenting “all layers of life.” They believe in making the most out of every second of life and have designed their sunglasses for dreamers, enthusiasts and doers. For James Ay, sunglasses aren’t a fashion statement, instead they think they are part of the moments in life that are enjoyed and well lived.
All of James Ay’s beautiful sunglass styles are handmade using sustainable Italian bio acetate. This material is made from an innovative formula that blends cellulose acetate with a plasticiser from natural sources. This is made from fibres of seeds and fibres of wood, making it 100% biodegradable, meaning that once your sunglasses have lived their life to the fullest, you can rest assured knowing they won’t leave a mark on our earth. They have both unisex styles, as well as individuals more catered to either women or men. 
The brand has four beliefs at the forefront of their designs, the first being that “there is no fashion like timeless.” The fast fashion industry creates mindless consumerism that ultimately ends in waste, something that James Ay doesn’t want to be a part of. Instead they have turned their focus on designing quality, long lasting products that will withstand trends that come and go. 
James Ay knows that in order to produce sunglasses that will be loved and enjoyed by all, no compromises could be made when it came to the quality of their materials, designs and production. This quality is what turns these gorgeous glasses into an experience rather than just another accessory in your wardrobe. 
The third rule in James Ay’s list to thoughtful design, is that there must be a story worth telling behind the product. All of their products are designed with the purpose of communicating an opinion or story, to pose a question or to answer one. 
Lastly, James Ay is sustainable at heart. They know they aren’t perfect in terms of sustainability, but they believe in doing the best you can. James Ay is forever investigating new ways to make the best choices for the planet and its beings, and will continue to support projects they believe in. 
The brand currently donates to One Tree Planted and Empower, two movements that believe in improving our impact on this earth. One Tree Planted is an environmental charity thats mission is to make helping the environment easy for everyone through the planting of trees. One dollar equals one tree, and with each pair of sunglasses purchased from James Ay, a tree will be planted in North America, South America, Asia or Africa. This not only helps the earth, but also creates jobs and builds communities.
Empower is an organisation based on the idea of utilising technology to improve both the economy and environment. They are building a global plastic waste ecosystem that follows the idea of using financial rewards as a prompt for people to deposit their plastic waste. With each James Ay order, an entire kilogram of plastic waste is removed from our ecosystem.
We absolutely love these thoughtfully designed sunglasses and the story behind the James Ay brand. Pop into our Orakei and Herne Bay stores to try on these stunning sunglasses today, or take a peak at them online.
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