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Maui Jim’s beginnings on the beaches of Lahaina
The story of Maui Jim eyewear begins in the 1980s on the beaches of Ka’anapali in Lahaina, on the Hawaiian island of Maui. At the time, it was still a small company selling its eyewear directly to visitors to the island.
Intense Maui sunshine: the challenge of glare
On Maui, light is everywhere. Intense sunshine reflects off the ocean, beaches, and landscape, creating considerable glare. The problem is especially apparent on the water: for fishermen and sailors, spending hours under the intense sun means constant exposure to reflections from the surface.
Traditional sunglasses reduce brightness, but they can also darken your view and distort colors. Maui Jim set out to find a way to protect the eyes while preserving a clear, accurate view of the world.
PolarizedPlus2®: Maui Jim’s signature technology
This pursuit led to the development of PolarizedPlus2® technology, which gradually became the brand’s signature. It combines polarization, UV protection, and technology designed to enhance the perception of colors and contrast.
This technology naturally comes into its own for people who spend time outdoors.
Discover our selection of Maui Jim sunglasses and experience this craftsmanship in frames that suit your style.
Clearer vision for fishermen and sailors
For fishermen and sailors, it helps reduce glare from the surface of the water.
Greater visual comfort for golfers
For golfers, it provides more comfortable vision in bright conditions while making it easier to distinguish details of the course.
A reputation built on visual precision
Maui Jim has built its reputation on the idea that sunglasses can sharpen our perception of our surroundings and, in turn, support us through every movement, every action, and every performance.
From the island of Maui to the world
This expertise gradually took the brand beyond the beaches of Maui. Its eyewear expanded across the United States and then internationally, while retaining an identity deeply connected to the island.
Maui Jim’s optical collection: comfort first
After building its reputation in high-performance sunglasses, Maui Jim is now taking another step forward with the launch of its optical collection, featuring frames designed for comfort.
What Maui Jim’s story teaches us
Ultimately, Maui Jim’s story shows how a brand can grow by starting with a real-world problem and finding an innovative solution. This approach enabled it to turn a specific need into genuine expertise and then build a brand recognized far beyond its island of origin.
