Dita Sets Its Sights on Rodeo Drive
Worn by Tom Holland, Jennifer Lopez, and more, luxury eyewear label stamps Los Angeles with their latest Rodeo Drive outpost.
Without knocking Balenciaga’s alien superstar shield-wraps or Roberi & Fraud’s Matrix glasses, there’s something to be said about longevity and relative discretion when it comes to eyewear. Fortunately for purists, DITA–the 1995-founded label out of Orange County, CA–has it in spades.
Frame design notwithstanding (we’ll get to that in a moment), this position is clearly evinced by DITA’s brand new store–a steely rectangle replete with glinting brushed metal wall panels and a constellation of Dutch lighting–on a northern corner of Los Angeles’ tony Rodeo Drive. Saint Laurent is across the street; Christian Louboutin is a neighbor. The opening signals a dispatch, a kind of ‘we’ve arrived in the retail major leagues’ declarative, but that’s not necessarily novel: Dita has flagships in Tokyo’s Aoyama district and New York’s Madison Avenue, among other locations.
What is noteworthy is that the Rodeo Drive outpost marks a homecoming of sorts, as Dita’s very first store opened on LA’s Melrose Avenue in 2001. Over the two ensuing decades, Dita has built a loyal, global and in-the-know following. See? Longevity and relative discretion!
As for the product itself, Dita releases two collections a year, and there are core frames, too. One such design is the Flight 006, known cinematically as EDITH (Even in Death I’m The Hero) and popularized on the world stage by Robert Downey Jr. and then Tom Holland and their respective characters in their respective Marvel movies. Yet celebrity association aside (and there’s a lot more of that, if you’re interested), the real star power of a Dita frame comes from its masterful engineering.
Every pair is fabricated entirely in Japan, to the point in which, say, over 30 individual components might go into the construction of temple joints alone. The result is sportscar-esque, in a way. This is where the company’s high price points come in–select frames retail for over $1,000. Mostly, the look is modern-meets-traditional, and, as mentioned, there’s a certain confidence and style apparent; Dita has no real logo-work, and its sunglasses are recognized by the cognoscenti. Not clout chasers. Next time you’re on Rodeo Drive, go see for yourself.