There is something beautifully quiet about a pair of Anea Hill sunglasses. You feel it in the weight of the acetate, the way the hinges glide open, and the comfort that settles in after hours of wear. What you may not always see is what it takes to bring that experience to life. And lately, that part of the story has started to shift. This prompted an Anea Hill update to explain what is changing and how we are responding while staying true to our commitment to sustainable sunglasses.
Recent tariffs that went into effect directly impact imported goods from Japan, where every pair of Anea Hill sunglasses is handcrafted. As the founder, I wanted to share this update to help explain how this affects us, what we are doing about it, and most importantly, why we are still choosing to move forward the way we always have: with care, integrity, and a commitment to thoughtful design that defines true sustainable fashion.
Why Japan: The Heart of Our Sustainable Sunglasses
When I discovered our manufacturing partner in Japan, I knew I had found something extraordinary. A trusted industry connection introduced me to artisans whose attention to detail and level of care for every pair of sustainable sunglasses was immediately apparent.
These makers are meticulous in every move they make. They are true artisans, and if you know anything about Japan, or if I can teach you anything here today, it is this: the Japanese are deeply committed to excellence. Their pursuit of mastery, attention to detail, and pride in precision is something I have never experienced elsewhere. As a founder who takes pride in offering the very best, that kind of craftsmanship is a huge relief. It reflects everything we believe in as a brand and our approach to sustainable fashion.
Our frames are made slowly, with patience, by hands that care deeply about what they create. There is no mass production. There are no shortcuts. This is the foundation of what makes our sustainable sunglasses truly different from everything else in the market.
Yes, we knew this approach would cost more. But understanding the level of craftsmanship we were investing in made it feel completely worth it. Knowing what we were getting and who we were partnering with gave us full confidence to move forward with no hesitation. This partnership embodies everything we believe about sustainable fashion: choosing quality over convenience, story over speed, and legacy over mass production.
The Reality of Rising Costs in Sustainable Fashion
Now, with recent tariffs affecting imports from Japan, the cost of maintaining our commitment to sustainable sunglasses is rising significantly. And it is not just the frames. Everything from shipping to materials to international duties is affected.
We want to be transparent. These changes are real. They are impacting our operations and the way we make decisions as a brand committed to sustainable fashion.
The truth is, this is part of a larger conversation happening across the sustainable fashion industry. When you choose to work with artisans who prioritize quality and ethical practices, when you invest in sustainable sunglasses that are built to last decades rather than seasons, you are making a choice that sometimes comes with additional costs. But these costs reflect the true value of what we are creating together.
Absorbing the Impact Quietly: Our Sustainable Fashion Strategy
As a small, founder led business, we continue to invest in the same artisans and quality standards that define Anea Hill while making strategic adjustments behind the scenes to preserve what makes our sustainable sunglasses special.
We have made several key changes this year:
Reduced paid advertising and leaned more into organic storytelling, community, and word of mouth. This aligns perfectly with our sustainable fashion values. Instead of spending money on paid ads, we are building genuine relationships with customers who appreciate the story behind our sustainable sunglasses.
Bought packaging materials in bulk. This means you might be seeing the same shipping boxes for the next three years. Thank you for appreciating our consistency. This approach reduces waste and supports our commitment to sustainable practices.
Expanded into wholesale strategically. This may seem counterintuitive, but it actually helps us stabilize while introducing more people to sustainable sunglasses. When retailers carry Anea Hill, more customers discover us, try on our sunglasses in person, and come back to shop directly online. It is exposure that pays off while supporting our sustainable fashion mission.
Simplified our operations. We do not have a big fancy office. We keep our team lean. We make strategic decisions about every dollar we spend, ensuring our resources go toward what matters most: creating exceptional sustainable sunglasses.
Continued producing in small batches. This allows us to maintain quality, avoid waste, and keep each release intentional. We never want to be a brand that overproduces just to fill a warehouse. This approach is fundamental to sustainable fashion and something we believe our customers appreciate.
We are also taking a closer look at our vendor relationships, shipping schedules, and internal systems to find ways to operate more efficiently without sacrificing the quality that makes our sustainable sunglasses exceptional.
These are the quiet decisions we make every day to protect the product, protect the experience, and protect the promise we made when Anea Hill was born. This update is part of that commitment to keeping you informed with honesty and clarity about our sustainable fashion journey.
The Bigger Picture: Sustainable Fashion in 2025
Of course, it is not just tariffs. Like so many other small businesses in the sustainable fashion space, we are seeing rising fees in nearly every area of our operation. From website hosting and payment processing to raw materials and customer service tools, costs continue to climb across the industry.
Still, we continue to grow in meaningful ways. One of the highlights this year was being invited to visit the Goop headquarters. That experience reminded us that thoughtful craftsmanship and intentional storytelling still matter, even in the most curated and thoughtful spaces. It reinforced our belief that there is still room in the world for sustainable sunglasses made with care and intention.
But here is the thing: we still believe in doing things the right way. We still believe in sustainability, in slow fashion, in building something that feels different from everything else out there. We still believe in creating sustainable sunglasses that last for decades, not seasons.
We still believe in Japan and the artisans who share our vision for sustainable fashion.
What This Means for You: Supporting Sustainable Fashion
We know that any changes in the sustainable fashion industry can feel significant. While we have worked to absorb most increased costs internally, we continue to make strategic adjustments to maintain our commitment to quality and craftsmanship that defines our sustainable sunglasses.
Your support makes all the difference in our sustainable fashion journey. Whether that means telling a friend about us, leaving a review, or sharing how you style your sunglasses and tagging @shopaneahill on Instagram, we feel every single touchpoint. You are helping us grow in the most authentic way while supporting the sustainable fashion movement.
We want this update to be one of many ways we stay connected to our customers through transparency. In the meantime, please know that behind every Anea Hill order is a brand that is working hard, thinking deeply, and staying grounded in the values we started with.
Why We Keep Going: The Future of Sustainable Sunglasses
This update is not just about numbers. It is about the values we hold and the community we are building together around sustainable fashion.
Because we believe there is still room in the world for things made slowly.Because we believe women deserve sustainable sunglasses that do not give them headaches or break after a season.Because we believe in choosing quality over convenience, story over speed, and legacy over mass production.Because we believe the future of fashion is sustainable, and we are proud to be part of that movement.
We keep going because of you.
And we are not going anywhere.
Join Our Sustainable Fashion Community
If you believe in the power of sustainable sunglasses and want to be part of our story, here is how you can support our mission:
Shop mindfully. When you choose Anea Hill, you are choosing sustainable sunglasses that are built to last. Each pair represents a commitment to quality over quantity.
Share your story. Tag @shopaneahill on Instagram and show us how you style your sustainable sunglasses. Your authentic stories help others discover the beauty of slow fashion.
Spread the word. Tell your friends about sustainable fashion and why it matters. Every conversation helps build a community of conscious consumers.
Stay connected. Follow our journey by subscribing to our newsletter for updates on new releases, behind the scenes stories, and insights into the sustainable fashion world.
Together, we are proving that sustainable sunglasses can be both beautiful and responsible, that sustainable fashion can thrive, and that there is still room in the world for brands that choose to do things the right way.
With gratitude always,
AshLee Williams
Founder, Anea Hill
Ready to experience the difference of sustainable sunglasses? Shop our latest collection and join the sustainable fashion movement today.
