Jeff John

"We don't see things as they are, We see them as we are."

John Juniper and Jeff Solorio are lifelong friends whose shared passion for photography, filmmaking and design sparked the life-changing epiphany that eyewear is the most prominent and memorable of all fashion accessories. Eyewear connoisseurs unsatisfied with the uninspired, low quality offerings from the day’s leading designers and fashion houses, John and Jeff founded DITA in Los Angeles in 1995 with the mission to create innovative, finely crafted eyewear with a totally unique look and feel.

Edgy yet elegant with an East meets West aesthetic and design influences ranging from Hollywood’s glamorous Golden Age to the mechanized beauty of the Industrial Revolution, DITA’s ability to enhance and transform a wearer’s persona has earned the brand a cult-like following amongst the world’s most influential celebrities, stylists and trendsetters. If you’re the kind of person who lives life on your own terms and refuses to settle for anything but the best, then welcome to our world.

Our word is our bond, so we proudly print DITA on every frame as our ongoing pledge to innovative design, incomparable quality and passionate authenticity.

There are no shortcuts to quality, so innovative designs, luxurious materials and old world craftsmanship are only the beginning. We manufacture in some of the world’s oldest and most respected factories dedicated exclusively to producing eyewear, including factories that have been owned by the same families for generations.

Like samurai swordsmiths from a bygone era, artisans and Master Craftsmen with as many as 50 years dedicated to perfecting their crafts employ a costly and laborious combination of traditional and modern production techniques and technologies to transform the world’s finest metals and acetates into luxurious eyewear with a genuine DITA soul.

Our word is our bond, so when the production process is completed we proudly print the word DITA on every frame as our ongoing pledge to innovative design, incomparable quality and passionate authenticity. Wear DITA once and you’ll wear DITA for life.

Inspiring the camaraderie reserved for only the most exclusive couture brands, don't be surprised if a stranger wearing DITA shares a knowing nod or smile.

Why is it that simply holding a pair of DITAs in your hands will seduce you for life? For some it’s the innovative and unique juxtaposition of timeless elegance and mechanical chic. For others it’s DITA’s never-ending commitment to the 4 essential properties of style, quality, fit and feel. And for still others it’s the custom acetates, luxurious metals and exclusive hardware polished to a brilliant finish.

Whatever your reason, DITA is dedicated to creating original artistic statements for a loyal clientele who demand eyewear unbound by convention. More than just the sum of its parts, DITA is a way of life. Inspiring the camaraderie reserved for only the most exclusive couture brands, don’t be surprised if a stranger wearing DITA shares a knowing nod or smile.