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  • Amy Vass - ABOC, Optician

DITA




I think it’s time we had the talk…





Ahem… The DITA talk, that is. A magnificent, high-end, luxury eyewear line. Let’s talk about how absolutely beautiful they are, shall we? The unique contours and lines of each frame. Twists, and turns. Stops, and starts… Depth and character… Sort of like a really good mystery novel. A luxury mystery novel… The pure aesthetics, alone, puts one in mind of leather wing-back chairs, plush chenille carpet, “The town car is here, Madame.”, and creamy New York Cheesecake WITH whipped cream.




The first DITA collection was launched in 1995 by co-founders Jeff Solorio and John Juniper.



It is said that Jeff and John, (BFF since kindergarten, btw…), consider eyewear to be the most prominent and memorable of all fashion accessories. We’d tend to agree. When a person wears glasses, it’s one of the first, if not THE first thing others will notice about them. Why not make a beautiful, and memorable impression?


~The DITA Narcissus~ (one of my personal faves…)


Former pro-snowboarding media producers, Jeff and John decided to strike out on their own in the eyewear business. They had grown up in an area where there were a lot of entrepreneurs, and saw people having some success with eyewear. So they thought, “Why not?”



They use the best manufacturers in Japan. It took them about 6 years to form the relationships needed to get their eyewear line up and running. And now that it is, they don’t cut any corners. Not only do they want the best - they demand it.



And that’s totally reflected in their product. Not only can you visually see the quality, but you can feel it, too. The slight weight of the material, the feel of the finish, the smooth, high quality metals, how they fit your face like an extension of you.



The DITA designs, and craftsmanship are inspired by artisans, and craftsmen who came before them. It’s a fine art to be able to design a unique eyewear line, while still maintaining levels of comfort for the wearer, and is not always an easy task. Infact, rarely is it an easy task. But, oh how they’ve succeeded.



They work to create pieces that blend the East with the West, resulting in a luxurious “meeting of the minds”, with a pinch of vintage flare, look, and feel. Their mission is a perpetual one - “To create the world's finest and most beautiful eyewear.”



While researching for this article, I learned that to create a single DITA frame can take as many as 320 separate production steps over a period of 8 months. A good example is the way in which they use traditional bamboo polishing on their acetate frames. Bamboo polishing results in a deeper, richer, high quality finish that one can immediately see, and feel.

Check this little gem out: https://www.youtube.com/watch?v=j5IE9UA3W1c

DITA is definitely not like companies who commercially process massive quantities of low end acetate frames as quickly as possible, just to make a profit. No - they design and create art.




If you’re in the market for some uniquely magnificent art… Or even just some uniquely magnificent eyewear, saunter on into Frameworks Eyewear. We’d be thrilled to show you the art that is Dita Eyewear.


Sources:

1.YouTube/Handmade DITA Eyewear

https://www.youtube.com/watch?v=j5IE9UA3W1c

Web Accessed: 05March 2020.

2.AmericanSunglass.com/What's the Obsession with DITA Eyewear?

https://www.americansunglass.com/blogs/news/whats-the-obsession-with-dita-eyewear

Web Accessed: 05 March 2020.

3.DITA.com/Craftsmanship And Heritage

https://dita.com/en-us/heritage/

Web Accessed: 05 March 2020.

4.OnlyLens.com/DITA – STORY OF THE LUXURY EYEWEAR

https://onlylens.com/blog/dita-story-luxury-eyewear/

Web Accessed: 05 March 2020.

5.FashionWeekDaily.com/DITA EYEWEAR TURNS 20: CATCHING UP WITH CO-FOUNDER JEFF SOLORIO

https://fashionweekdaily.com/dita-eyewear-turns-20-catching-up-with-co-founder-jeff-solorio/

Web Accessed: 05 March 2020.

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