dmy by dmy

Founded in 2018 by Demi Mae Yip, DMY by DMY (now DMY Studios) is a British eyewear label that quickly achieved cult status through its celebrity following. Yip, a history graduate with no formal design training, aimed to create timeless, high-quality sunglasses at an accessible price point. The brand’s minimalist, ‘90s-inspired aesthetic resonated with top models like Bella and Gigi Hadid, Kendall Jenner, and Hailey Bieber, whose organic adoption of the styles propelled the brand into the spotlight. The sunglasses are handcrafted from premium Italian cellulose acetate, a durable and lightweight plant-based material, reflecting the brand's commitment to quality and sustainable design.

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