Seeing Culture: AYA Optical x Jim Yellowhawk Redefines Eyewear With Art & Meaning (Win!)

This year, eyewear gets a cultural upgrade thanks to a stunning collaboration between AYA Optical and celebrated Lakota multimedia artist Jim Yellowhawk. Blending traditional Plains Indian ledger art with modern design, this exclusive capsule collection showcases Yellowhawk’s dynamic storytelling and artistry on handcrafted acetate frames. From motifs of eagles and buffalo to nods to historical ledger art, each pair pays tribute to resilience, unity, and cultural heritage.

We spoke with Jim about this groundbreaking partnership, the significance behind the designs, and how art can bridge history and modern fashion. Prepare to see the world through a whole new lens. —Noa Nichol

How does the collaboration come about and what inspired you to translate ledger art into eyewear?

AYA Optical saw my work on the Pendleton Blanket that was featured in Italian Vogue and they liked my work and asked me if I was interested in working with them. I’d never thought about my art being on eyewear until Aya Optical asked. I was very honored to be a part of it. 

How do you balance honoring this tradition while adapting it to modern mediums like eyewear?

Ledger art started from back in the day when natives would use it to tell stories through art. Buffalo hides would be used as a canvas to record and document events so that stories would be talked about, recorded, and remembered. When hides were not available, ledger paper was used to express stories through art. Seeing my art on ledger paper and then on the eyewear is a talking piece and can get a discussion going about the importance of ledger paper to indigenous people as they had to adapt to a changing world.

The buffalo, eagle, and other motifs feature prominently. Can you share the cultural significance of these symbols and how they resonate in your work? 

The buffalo are our ancestors in Lakota culture. The eagle is the messenger to the Creator. You will see in my art the trusted connection between the warrior and the horse, known as sunka wakan or holy/mysterious dog, and they are also seen as sacred relatives. The sun is life. 

What drew you and how does it fit into your artistic journey?

Eyewear helps us see, as does art. Art introduces us to new cultures and helps us see in new ways, also reminding us of where we came from. 

Proceeds from this collection support communities in need. How does this align with your mission as an artist and the values embedded in your work? 

Lakota values are generosity, courage, respect, and wisdom. It takes courage to be an artist, and I’ve been doing this for a long time. It is an honor to keep on doing what I love and sharing Lakota culture. My vision as an artist is to honor my ancestors, and I can do that through my art, keeping our history and culture alive, and through the various mediums that I use as an artist, I can reach more people and young native artists. 

Win! A $200 AYA Optical Gift Card!

One lucky Canadian winner will receive a $200 AYA Optical gift card toward a Jim Yellowhawk pair of opticals or another AYA style! To enter, head over to Instagram, follow @ayaoptical and @makingruth and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens Febraury 3, 2024 and closes February 10, 2024. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.