Not many optical companies can claim hand crafted anymore. The increase in technology on the manufacturing side has enabled apparel/accessories manufacturers to be more efficient and produce at economies of scale, thus, eliminating jobs and creative process on the way. In this new environment, to come a cross a company that does it the old fashioned way is a rarity. By no means am I knocking being more efficient and increasing a company's profits, but there is something to be said about the nostalgic brands who opt to stay true to traditional methods of production. The use of one's hands, low tech tools, and heavy machinery are nothing short of a lost art. It seems as no brands are raw anymore. Bring something new and interesting to the table. Well, Dita Eyewear, although not new, have done just that will their premium custom designed optics hand crafted in Japan. Yes, I may be a little bias because I just purchased my first pair of Dita's not too long ago, but they truly live up to the hype.
The story of Dita Eyewear is really the story of life long friends, Jeff Solorio and John Juniper, who co-founded Dita in 1996. They were inspired to translate their passion for film and photography into a different form. Thus, first creating their first collection the following year. Their niche is a good one. Dita's eyewear was inspired by vintage frames from the 50s through the 80s. However, to bring their added flare, they utilized modern materials and shapes in order to distinguish themselves with quality, look, and fit. Moreover, as a comment to the popular trends of the time, Dita's logo details are intentionally subtle so that the frame itself defines the look rather than the logo. By doing this, Dita allows the design of the frame to complement features of the wearer, instead of the opposite. This thinking was contrary to their time. For instance, in the late 90s all the way up until today, logos dominated the apparel industry. We are now seeing a shift into classic, subtle, and cleaner lines in toady's fashion. Dita was ahead of the curve, which speaks volumes to their design philosophy.
On the manufacturing front, their work speaks for itself. I mean I have never held or wore a sturdier or well made piece of eyewear before these. All Dita's frames are hand made in Japan and use only the finest Japanese zyl acetates. This quality and attention detail is even more apparent with the Rx frames, as they use custom designed titanium components and hardware with unique hex screws. Dita has modernized traditional rivet frame construction, and is setting the bar for eyewear construction. Its no wonder why they have built up an A-list clientele such as Brad Pitt, Jessica Simpson, Lenny Kravitz, and more.
Oh, and they avoid advertising campaigns, endorsement deals, and don't sell to mass merchants. Isn't that how It should be?
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