A CATEGORY OF ONE.
A DEFINITION YOU CAN’T OWN, YOU CAN ONLY EARN. AND DITA HAS EARNED IT OVER 25 YEARS.
DESIGN THAT FINDS BEAUTY IN PURPOSE.
FOCUS. DISCIPLINE. TIME. SACRIFICE. FAILURE. SUCCESS. QUALITIES THAT MAKE THE ORDINARY EXTRAORDINARY, WHICH IS WHY EACH DESIGN IS TREATED INDEPENDENTLY, TAKING MONTHS FROM CONCEPTION TO PRODUCTION.
WELCOME TO THE FAMILY.
ONE PULSE, ONE BLOODLINE.
CRAFTSMANSHIP THAT CELEBRATES THE UNSEEN.
CRAFTSMANSHIP IS THE CORNERSTONE OF DITA’S REPUTATION FOR QUALITY AND INNOVATION – THAT’S WHY OUR RELATIONSHIPS WITH SOME OF THE WORLD’S MOST HIGHLY REGARDED ARTISANS HAVE LASTED NOT YEARS, BUT DECADES.
1995 - THE INCEPTION OF DITA
The first DITA collections were vintage-inspired frames from the 50s and 60s. We scoured vintage stores in search of frames that we could base our designs off of. DITA’s look at the time was retro silhouettes with bold colored lenses such as aquamarine or yellow.
1998 - THE FIRST ‘MEN’S COLLECTION
Top sellers in this collection were the Double Agent and Agent 99, they were retro-inspired wrap frames with modern touches. This is when celebrities and musicians started wearing DITA frames.
1999 - DITA ENTERS HIGHER END PRODUCTION
DITA starts to focus production efforts in Japan. In 1999, DITA established relationships with some of the world’s most highly regarded artisans in eyewear. Those relationships continue to this day.
2002 - DITA LAUNCHES THE FLIGHT-SERIES FRAMES
An innovative, all-titanium frame that was trend setting in that it offered a ‘thicker’ version of the classic aviator. The Flight-Series began in 2002 as a tribute to the supersonic military aircraft of the 1970s. Carefully considered details, like DITA’s signature diamond pressed titanium finish, ensure the perfect balance of visionary design and unparalleled quality.
2003 - THE INTRODUCTION OF THE SUPA DUPA
First introduced in 2003, the Supa Dupa defied the mainstream trend for small frames with a chunky, oversized acetate frame that would later come to define the ‘granny chic’ trend. Wanting to create a frame their peers would wear, the design team looked to their circle of friends for inspiration— models, stylists and creatives—all of whom were digging through thrift stores in search for the perfect oversized vintage frame. With this creative group in mind, the Supa Dupa was born. Upon launch, only the most daring would wear this massively oversized style, however, when the most iconic celebrities of the time were seen wearing the style everything changed. The Supa Dupa sparked a craze that even the hottest pop stars of the time couldn’t resist, and the ‘granny chic’ trend hit the Masses.
2005 - DITA INTRODUCED THE DECADE-ONE FRAME FOR THEIR 10-YEAR ANNIVERSARY
Famous rappers of the time were spotted wearing this frame, giving DITA it’s first introduction to a new Scene.
DITA OPENS ITS FIRST US RETAIL LOCATION IN LOS ANGELES
2006 - THE YEAR THE BRAND GREW UP
In 2006, DITA hones in on its specialty design and production with one goal: to challenge preconceptions of what eyewear can be. The complexity of DITA’s design language requires months to design and engineer a single frame. The brand becomes known for high-end crafted, quality goods at the highest end of the market.
DITA’S FIRST OPTICAL COLLECTION
At this time, opticians did not take the brand seriously due to the lack of optical styles. The trend in optical eyewear was frameless, light frames. DITA’s collection introduced classic, bold, 50s style frames to the scene — a collection that helped to define DITA’s identity.
INTRODUCTION OF THE GRANDMASTER SERIES
An oversize aviator that evokes the iconic b-boy style of the late 1970s. Paying tribute to the spirit of New York’s underground scene and the pioneering artists whose innovations have electrified the world for nearly 40 years.
2008 - NEWPORT FLAGSHIP OPENING
DITA Opens its second retail location in California.
2012 - MACH-SERIES LAUNCHES WITH MACH-ONE
DITA’s Mach-Series frame embodies the precision, speed and mechanics of high-end supercars.
This MACH-SERIES embodies DITA’s passion for the world of automotive racing and vehicle design that are built with advanced construction methods and superb materials. The series draws inspiration from the design language of modern super-cars and the ultra-fast speed of their competitive set.
2015 - DITA OPENS ITS FIRST STORE IN NEW YORK
DITA LAUNCHES THE DECADE-TWO FOR THEIR 20TH ANNIVERSARY FRAME
2016 - LAUNCHES DITA EDITIONS
LIMITED EDITIONS PUBLICATIONS
A bi-annual project fueled by the desire to share our passion for fine photography and the art of the printed page. DITA Editions is a moment to pause. To take stock of who we are, what we do, and why we do it.
2017 - AOYAMA FLAGSHIP OPENING
DITA OPENS THEIR SECOND TOKYO FLAGSHIP STORE IN THE UPSCALE AOYAMA DISTRICT WITH THE DESIGN DIRECTION OF ‘WARM MINIMALISM’
The space represents DITA’s most innovative retail concept to date, with the holistic customer experience in mind, DITA Aoyama combines the focus of a design showroom with the attentive service of an optical laboratory. Aoyama features the DITA Lab, staffed by eyewear technicians who can personalize any frame with sunglass or prescription RX lenses.
2018 - MADISON FLAGSHIP OPENING
DITA opens its second retail location in New York City.
SYDNEY FLAGSHIP OPENING
DITA opens its first retail location in Australia.
2019 - SAN FRANCISCO FLAGSHIP OPENING
DITA opens its third retail location in California.
2022 - RODEO DRIVE FLAGSHIP OPENING
DITA opens its first retail location in California.
LONDON FLAGSHIP OPENING
DITA opens its first retail location in Europe.
2023 - PARIS FLAGSHIP OPENING
DITA opens its second retail location in Europe.
NEWPORT BEACH, CA.
SAN FRANCISCO, CA.
RODEO DRIVE, CA.
STABLE OF 11 FLAGSHIP STORES
DITA plans the continued expansion of its global flagship experience, hoping to open 20 new retail locations over the next 3 years.