Among luxury eyewear brands, few balance artistry and precision as masterfully as DITA. For over two decades, the Los Angeles–based label has shaped a reputation for bold design and meticulous craftsmanship. Its frames have become the choice of modern icons such as Brad Pitt, Jennifer Lopez, and Kendall Jenner — individuals who understand that true style begins with detail.
Each DITA creation tells a story of design intention. The brand’s founders, Jeff Solorio and John Juniper, built DITA with a mission to combine heritage techniques with modern innovation. Their collections push the limits of materials, shape, and function, resulting in eyewear that feels sculptural yet effortless.
Now, DITA expands that vision with the launch of the DITA INOVATI™ Collection, a new benchmark in luxury customization. The line invites clients to design their own eyewear from the ground up, choosing frame shapes, colorways, and lens tints. They can even elevate their creations with diamonds or other precious gemstones. Every embellishment is hand-applied by expert artisans, transforming each pair into a truly bespoke statement of identity.
Inside DITA’s flagship boutiques, the process unfolds like a couture fitting. Clients sit with specialists who guide them through 3D digital customization tools, helping visualize each element before the piece is crafted. The experience feels intimate and tactile — a meeting of advanced technology and age-old craftsmanship.
Soon, the INOVATI™ program will extend beyond DITA boutiques to select international retailers. This global expansion reflects the growing demand for eyewear that merges luxury with individuality. As more clients seek pieces that tell their own story, DITA continues to lead the evolution of modern design.
For collectors and connoisseurs, DITA INOVATI™ redefines what it means to own bespoke eyewear. It is not simply a product — it’s a creative collaboration between designer and wearer. Each frame becomes a declaration of personality and an emblem of refined craftsmanship. In a world where luxury often feels mass-produced, DITA restores the human touch — one pair of glasses at a time.
This story originally appeared on Upscalelivingmag
