The story of Dita Eyewear is really the story of life long friends, Jeff Solorio and John Juniper co-founders of Dita and the driving forces behind Dita’s celebrated designs. Jeff and John have been friends since grade school and share a common passion for photography and design. Together they were inspired to capture their passions not just on film but in eyewear as well, thus creating the first collection of Dita frames in 1996.
With their natural affinity for design, they came up with a plan to introduce stylish eyewear inspired by vintage frames from the 50′s through the 80′s. Utilizing modern materials and shapes, Dita’s designs distinguish themselves with quality, look and fit. Jeff and John envisioned Dita as an alternative to label branded eyewear. Dita’s logo details are intentionally subtle so that the frame itself defines the look rather than the logo. This allows the design of the frame to complement features of the wearer and contribute to their overall style.
Dita’s design studio and world headquarters are located in Los Angeles, California. All Dita frames are hand made in Japan and use only the highest quality materials: titanium, 18K gold, white gold and the finest Japanese zyl acetates. Dita’s quality and attention to detail to each frame is unmatched. Simply holding a pair of Dita’s may seduce you for life.
Their coveted vintage-inspired frames have quickly become the ITaccessory for the high-powered fashion elite and celebrity A-List. Dita has built up an impressive celebrity clientele including Brad Pitt, Mary Kate and Ashley Olsen, Jessica Simpson, Penelope Cruz, Kate Hudson, Lenny Kravitz, Eva Mendez and Jamie Fox, to name just a few.
Over the years Dita has also grown to international acclaim and, in turn, Jeff and John have earned the status of being some of the worlds most influential eyewear designers. The Dita brand has established itself as long lasting and committed to producing premium products. Dita chooses to be exclusive, avoiding extensive advertising campaigns, superstar endorsement deals or sales to mass merchants. Solely for those who seek the finest quality, and dare to wear them, Dita will remain a brand that is highly sought after.
Dita has established their retail concept stores as Dita Legends. In addition to carrying Dita’s complete eyewear collection, Dita Legends also stocks unique items from other designers. Dita Legends currently has locations in Los Angeles, Newport Beach and Tokyo.
The Los Angeles location of Dita Legends was custom designed by LA based architecture firm TagFront and has been featured in magazines such as Interior Design. Some of the features of the store include a solid poured concrete counter, stacked walnut walls and a giant lightbox featuring legendary punk rock images.
Dita has played a key role in coordinating multiple design collaborations with some of the top designers in Japan: Undercover, Roen, Hysteric Glamour, Visvim and Neighborhood. Jeff and John have much respect for design and are privileged to have had the opportunity to design for and collaborate with such esteemed designers.
DITA OPTICAL COLLECTION
2007 marked the long awaited debut of Dita’s premier optical collection. Inspired by the timeless styles of years past, Dita has revitalized the old classics that have played a key role in defining personal character and style.
Dita’s legendary quality and attention to detail is ever more apparent with these Rx frames. Using only the finest exclusively developed Japanese zyls, custom designed titanium components and hardware with unique hex screws, Dita has successfully modernized traditional rivet frame construction. Each frame has been meticulously handcrafted in Japan and then individually tested in our Los Angeles studio to ensure the highest quality frame possible.
The Dita Optical Collection is just a small taste of what Dita has in store for the future. Look for an expanded collection next season.