70% matchSeichi
Same pared-back, neutral-toned minimalism
What changes: Full ready-to-wear rather than eyewear and jewellery
Brand profile
DMY Studios
London eyewear and jewellery label founded in 2018 by Demi Mae Yip, known for pared-back Italian acetate sunglasses.
LondonOrigin
UnisexFocus
Avant-gardeStyle
$$$Price
4 brands like DMY Studios like Seichi, BOYAROVSKAYA, ioannes →
What to know about DMY Studios
Eyewear is the core product
Sunglasses and optical frames cut from Italian cellulose acetate are the main line, with jewellery added later — not a clothing label despite the studio name.
Oversized, angular, neutral by default
The shapes are pared back and deliberately large, kept in neutral tones, with recurring frames like Valentina, Billy and Romi returning season to season.
Independent label, department-store shelf
Demi Mae Yip started it at 22 from her family home in 2018; it now sells through SSENSE, Kith, Revolve, LuisaViaRoma and Harvey Nichols at mid-to-high prices.
If you like DMY Studios
70% match
66% matchBOYAROVSKAYA
Austere, sculptural take on the same neutral palette
What changes: Deconstructed tailoring and knitwear, no accessories
64% matchioannes
90s-minimal womenswear with the same soft neutrals
What changes: Draped clothing focus, more overtly romantic
62% matchAvenir Berlin
Independent studio with handcrafted jewellery alongside clothing
What changes: Upcycled made-to-order pieces, less polished Italian finish
Brand facts
DMY Studios is an independent London eyewear and jewellery label founded in 2018 by Demi Mae Yip, who started it from her family home at 22 under the name DMY BY DMY. The brand builds sunglasses and optical frames from Italian cellulose acetate, favouring pared-back oversized and angular silhouettes in neutral tones, with recurring styles including Valentina, Billy and Romi. It has since expanded into jewellery and sells through SSENSE, Kith, Revolve, LuisaViaRoma and Harvey Nichols. Yip appeared on Forbes 30 Under 30 Europe in 2024.
- Founded
- 2018
- Origin
- London, United Kingdom
- Made in
- USA
- Price
- $$$
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Avant-garde, Techwear, Minimalist / Contemporary