DITA (ABOUT BRAND)

Founded in 1995, DITA is the embodiment of discreet luxury. Truly transcending conventionality with products ranging from bold character frames to new interpretations of timeless shapes through innovative technology, DITA’s expertise is unparalleled, with over 25 years in design and partners at the highest levels of manufacturing. Handcrafted in Japan, there is no stone left unturned. The detailing and subtle touches of luxury seperate a DITA frame from any other.

Only an exclusive selection of hand-picked retailers possess the experience and expertise required to house DITA frames and even fewer to fit them with prescription lenses, and we are honoured to be among them. With over a century of combined experience in our on-site lab, we are able to glaze your prescription lenses with the utmost attention to quality and detail. Just click ‘ADD YOUR PRESCRIPTION’ when selecting your frame – whether sunglasses or prescription glasses – and allow us to tailor your lenses to your vision.

IDENTITY & VALUES

Craftsmanship is the cornerstone of DITA’s reputation, and their reputation with some of the most decorated artisans span not years but decades. This has given DITA a cult like following and has made it a must-have accessory for many celebrities, musicians, athletes and fashion industry insiders around the world. If you wear a DITA frame and come across another person wearing DITA, there is an instant connection – a barrier breaking moment. The recognition may be through a nod, a wry smile, or a wink but it subtly acknowledges that you are both part of the same family. It is a rare experience to generate such a unique connection. Wearing a DITA frame makes you a Category of One.

HERITAGE

DITA’s first collections, launched in 1995, were 50’s and 60’s enthused frames with a significant retro aesthetic, inspired by vintage store finds. The overarching look for the brand at this time was lots of rounded and colourful lenses, drastically different to the one we see today.

Their first men’s collection followed shortly after, featuring a range of retro inspired wrap frames, with a modern touch. This was the point when celebrities began to take notice, skyrocketing the trajectory of the brand to a new level.

In 1999 DITA made the switch from retro to luxury. Moving production to Japan, the LA born brand established relationships with some of the world’s most highly regarded artisans in eyewear, which continue to this day.

2002 was when DITA first launched their FLIGHT-SERIES, which would go on to become arguably the most iconic frame in the DITA collection. A luxury take on a classic aviator shape, the FLIGHT-SERIES features full titanium frame, making it a ‘thicker’ version, with exceptional craftsmanship. Carefully considered details, like DITA’s signature diamond pressed titanium finish, ensure the perfect balance of visionary design and unparalleled quality.

This design period was an effective one for DITA, with the SUPA-DUPA debuting in 2003. Defying mainstream trends at the time of small frames, this style could not have opposed it anymore. The chunky, oversized acetate frame was the kick-starter of the ‘granny chic’ era. Upon launch, only the most daring would wear this massively oversized style, however, DITA leaned on their celebrity audience to lead the way. When the most iconic celebrities of the time were seen wearing the style everything changed. The Supa Dupa sparked a craze that even the hottest pop stars of the time couldn’t resist, and the ‘granny chic’ trend hit the masses.

In 2005, DITA created the DECADE-ONE frame, to celebrate their ten-year anniversary. This was a favourite of famous rappers, introducing the brand to a new audience.

They opened their first store US store around this time, in their native Los Angeles.

2006 was when the brand began to hit new heights. Honing in on specialty design and production, they set out to challenge classic eyewear conventionality. The meticulous detailing of each design meant that it would take months to engineer a single frame, cementing DITA as the high-end luxury brand they are regarded as today.

With this new brand identity, DITA ventured into the optical market around this time, introducing classic, bold 50’s style frames, with luxury detailing. This would go on to help define DITA’s identity.

Another iconic DITA design is the GRANDMASTER series. Created in 2007, this oversized, acetate, 70’s inspired frame pays tribute to New York’s underground artistic scene.

The MACH-SERIES of 2012 embodies DITA’s passion for the world of automotive racing and vehicle design that are built with advanced construction methods and superb materials, drawing inspiration from modern supercar design.

From 2015 onwards, DITA looked to expand their global presence, opening stores across the world.

In 2015, DITA opened its first store in New York, followed, by Aoyama, Tokyo in 2017 (pictured), with the design direction of ‘warm minimalism’.

The Aoyama space represents DITA’s most innovative retail concept to date, with the holistic customer experience in mind, DITA Aoyama combines the focus of a design showroom with the attentive service of an optical laboratory. Aoyama features the DITA Lab, staffed by eyewear technicians who can personalize any frame with sunglass or prescription RX lenses.

From 2018-2023 DITA expanded their store locations significantly, up to now based in: