What do Daniel Craig, Lewis Hamilton, and Jeff Goldblum have in common? They all wear sunglasses by Jacques Marie Mage.
But that’s not the case for those who don Jacques Marie Mage (or as the insiders call it, JMM). The Los Angeles-based brand has been spotted on the red carpet as well as in unwarranted paparazzi shots, and is often worn on and off duty by Daniel Craig, Lewis Hamilton, and Brad Pitt. For these men, JMM sunglasses are pieces to be proud of instead of ones to hide behind.
“What I love about JMM is that they do smaller runs, so they feel a little more exclusive. It’s beautiful craftsmanship,” says stylist Warren Alfie Baker, who regularly dresses Andrew Garfield, Glen Powell, and Jeremy Strong. The latter Succession actor is such a fan of Jacques Marie Mage that he collaborated with the brand on a limited-edition style called the Duende by JS.
“They have real stand-out items that feel masculine, [like] pieces of art that could take the place of jewelry.” Baker continues. “They really help create a look.”
In today’s landscape, you have to differentiate yourself from traditional signifiers of wealth, like luxury watches, with something less ubiquitous and obviously aspirational. Much like other ‘if you know, you know’ brands, a pair of JMM sunglasses have become a subtle signifier of taste.
Jérôme Mage was witnessing a shift in the industry just before he founded the brand in 2014. He noticed businesses directing their budgets towards the marketing department and away from production, increasing the exposure of products that just weren’t up to scratch.
He had been working with Japanese eyewear artisans throughout his career, and knew they were the best port of call for quality (all of the brand’s frames are made of either thick acetate or sleek beta titanium, and finished with glossy hardware). He worked with them to create the first Jacque Marie Mage sunglasses, and founded the brand with little to no marketing.
Each of his frames tells a story, often inspired by cultural icons and the sunglasses they were known for wearing. While he drew from these classic designs, his goal was never to copy. One of the founding pairs, the Dealen, paid tribute to Bob Dylan and the frames popular in the 1960s.
Lyst reported in its 2025 Q2 Index that the designer brand experienced a 34 percent increase in demand between May and June of that year, while it’s been reported that its annual revenue is around $41m.
“I design for the second and third generation,” says Mage in an interview with the Business of Fashion podcast. “For those who will discover the eyeglasses and the inspiration behind each design years from now.”
While the frame shapes and colorways aren’t all that revolutionary, the sunglasses’ covetability partially comes from their exclusivity. Prices start at $800, but are made even less available due to the limited runs of each design.
What makes it even more appealing is that the brand has personality in a way that other luxury eyewear brands don’t. Take who they choose to collaborate with. Much in the same way as Strong’s collaboration, the partnership with Jeff Goldblum (that’s now in its third release) came about after Mage noticed that the actor had been wearing the brand. You wouldn’t describe either Strong or Goldblum as pallid, personality-wise or sartorially, and these collaborations feel like a celebration of that boldness.
So, what can we expect next from JMM? Last year, the brand opened stores in Milan, London, Paris, and Tokyo, with a New York outpost on the horizon. More storefronts will surely bring more customers, but will that reduce its desirability? If the brand stays true to its limited runs and meticulous craftsmanship, increased scale need not come at the expense of its allure.
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