Brand Focus: A Look At DITA
DITA Eyewear was established in 1995 in Los Angeles with the mission to create innovative, finely crafted eyewear with a totally unique look and feel. The driving forces behind the brand are John Juniper and Jeff Solorio, lifelong friends and cofounders of DITA eyewear. John and Jeff have been friends since grade school and shared 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 nearly two decades ago.
With their natural affinity for design, they came up with a plan to introduce stylish eyewear inspired by vintage frames from the 50s through the 80s. Utilizing modern material and shapes, DITA’s designs distinguish themselves with quality, look and fit. Each pair of DITA frames are made over a months-long period that involves gentle tumbling with natural, sustainable bamboo chips. This process gently polishes each component of the acetate frames, giving them a smooth finish and a completely individualized look. 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 the features of the wearer and contribute to their overall style.
What Makes DITA a Category of One?
DITA eyewear takes pride in each pair of frames they make and are considered to be a category of one, but why? DITA is design that finds beauty in purpose, craftsmanship that celebrates the unseen, and culture that transcends convention. DITA’s innovation in the eyewear field are unrivaled and offer a vision for the future as memorable as its past.
“DITA. A Category of One,” a teaser video for their 2018 collection.
DITA founder, John Juniper elaborates, ““Like master watchmakers practicing their timeless craft, DITA provides a reprieve from a mechanized world where grace, beauty and craftsmanship are increasingly considered antiquated concepts. Inspired by generations of artisans and craftsmen who came before us, we’ve dedicated our lives to the mastery of our art form.
Our unique creative and production philosophies blend East with West in perfect harmony to create optical frames and sunglasses of lasting beauty and quality. Our perpetual mission is to create the world’s finest and most beautiful eyewear because for us, a passionate commitment to excellence is the only acceptable way of life.”