Maui Jim’s journey is one of innovation, quality and a deep connection to its Hawaiian roots. The brand keeps growing, blending advanced technology with stylish designs to give eyewear lovers an unmatched visual experience worldwide.
Origins in Paradise
The story of Maui Jim began in 1980 in Lahaina, Maui, where a local fisherman named Jim Richards started selling sunglasses at resort pool decks. He recognised the need for eyewear that could combat the island’s intense sunlight while enhancing its vibrant colours. This vision laid the foundation for a brand that would soon revolutionise polarised sunglasses.
In 1987, Maui Jim officially launched with a simple yet ambitious goal: to create high-quality sunglasses designed specifically to handle the bright, reflective conditions of Hawaii.
The development of their revolutionary PolarizedPlus2® lens technology became a game-changer, offering superior glare reduction, UV protection and enhanced colour clarity. This innovation allowed wearers to experience the world in richer, more vibrant hues.
Evolution & Global Expansion
Maui Jim’s growth took a significant turn in 1991 when boat captain Walter Hester purchased the company. Under his leadership, the brand expanded beyond Hawaii, bringing its premium eyewear to a global audience.
By 1994, Illinois-based RLI Vision became the mainland distributor for Maui Jim, and in 1996, the brand acquired RLI Vision, relocating its headquarters to Peoria, Illinois, while maintaining a strong presence in Maui.
Over the years, Maui Jim expanded its collection from the original Classic Collection of seven styles to over 125 models of sunglasses and optical frames.
Each pair is crafted with precision to provide optimal comfort, durability and unparalleled clarity, making them suitable for both everyday wear and active lifestyles.
Technological Innovations
At the heart of Maui Jim’s success is its proprietary PolarizedPlus2® lens technology. Unlike conventional polarised lenses, which only reduce glare, PolarizedPlus2® goes further by enhancing colours and contrast while protecting against 100% harmful UV rays.
This ensures that every pair of Maui Jim sunglasses offers superior clarity and reduces eye fatigue, making them ideal for various activities such as driving, fishing and water sports.
Design And Functionality
Beyond its signature lenses, the brand is committed to using lightweight and durable materials for its frames. Maui Jim continuously explores new ways to improve comfort and aesthetic appeal, incorporating advanced materials such as titanium, nylon and carbon fibre into its designs.
In recent years, the brand expanded its offerings to include optical frames, bringing the same level of quality and innovation to prescription eyewear. This move allowed Maui Jim customers to experience its signature lens technology in both sunglasses and everyday optical frames.
Hawaiian Heritage
Despite its global success, Maui Jim remains deeply rooted in its Hawaiian heritage. The brand’s philosophy embodies the spirit of Aloha, a term that reflects love, peace and compassion.
This ethos is evident in its commitment to superior customer service, community engagement and authentic product design inspired by the natural beauty of Hawaii.
Commitment to Sustainability
Beyond aesthetics and functionality, sustainability has become a key focus for Maui Jim. Recognising the importance of protecting the environment that inspires its designs, the brand has implemented initiatives to reduce its carbon footprint.
From eco-friendly packaging to responsible manufacturing processes, Maui Jim continues to evolve in ways that align with the values of environmentally conscious consumers.
The Acquisition by Kering Eyewear
A major milestone in Maui Jim’s journey came in October 2022, when it was acquired by Kering Eyewear, a subsidiary of the global luxury conglomerate Kering.
Known for managing prestigious fashion houses such as Gucci, Saint Laurent and Bottega Veneta, Kering Eyewear’s acquisition of Maui Jim signified a strategic move to enhance the brand’s global presence.
The partnership provides Maui Jim with access to Kering’s extensive network, luxury market expertise and resources, allowing it to expand into new geographical regions and attract a broader consumer base.
Despite this expansion, Maui Jim remains committed to its core values of quality, customer satisfaction and the spirit of Aloha, ensuring that its Hawaiian heritage continues to be at the heart of the brand.
Global Presence and Sponsorships
Maui Jim’s impact extends far beyond eyewear retail. The brand has established a significant global presence, selling in over 100 countries worldwide. Additionally, it has actively participated in high-profile sponsorships, further cementing its reputation in the industry.
The company sponsors college basketball’s Maui Jim Maui Invitational Tournament, a prestigious event that brings top-tier teams to compete in Hawaii. Maui Jim has also collaborated with Formula 1 racing teams, including the Haas F1 Team and Red Bull Racing, serving as their official eyewear sponsor. These partnerships align with the brand’s commitment to performance, precision and innovation.
As Maui Jim continues to innovate, its commitment to excellence remains unwavering. The acquisition by Kering Eyewear opens doors to new opportunities, allowing the brand to expand its reach while staying true to its origins.
Maui Jim’s transformation from a small beachside venture to a global eyewear powerhouse is a testament to its dedication to innovation, quality and Hawaiian roots. By continuously embracing advanced technologies, expanding its product offerings and maintaining a deep connection to its origins, the brand has carved a unique and respected position in the eyewear industry.
With a future brightened by strategic partnerships, technological advancements, a commitment to sustainability, an emphasis on technological advancements, sustainability and customer-centric design, Maui Jim is well-positioned to continue leading the premium eyewear market for years to come.
Discover Maui Jim’s ‘Ekolu Collection
Maui Jim, a premium brand of polarised sunglasses now part of Kering Eyewear portfolio, unveils its new global advertising campaign, Color You Can Feel 2—a renewed invitation to experience the world with even more vivid and vibrant details.
Maui Jim introduced its latest 2025 collection, featuring PolarizedPlus2® lenses in new performance-driven designs and reimagined iconic styles. Featured styles include:
- The Pâlulu: An athletic shield with Maui Brilliant lenses.
- The Ho’okipa Ultra: A contemporary evolution of this iconic style with wavy temples and new performance Maui Ultra lenses.
- The Ho’okipa: In vibrant new colours with Maui Pure lenses.
- The Ma’ukele: a wrap style featuring SuperThin Glass lenses for ultimate clarity.
These latest additions reflect Maui Jim’s dedication to blending style with innovation, ensuring that wearers continue to experience the world in stunning clarity and vibrant colour.
