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The Optical Co.
The Optical Co.
  • Writer's pictureThe Optical Co.

DITA Eyewear - What Goes Into Creating A Luxury Brand??

DITA produces eyewear for those looking for something exceptional and is the epitome of luxury done discreetly. Their designs, each treated independently and taking months to perfect from concept to production, twist the vintage 50s and 60s styles we all know and love, and elevate eyewear standards and norms to new heights.


Over 25 Years in the Game


Founded in 1995, DITA has over a quarter of a century’s experience and expertise – honing and crafting their way to success on the global stage. Craftsmanship has always been at the heart of DITA’s mission to deliver quality and innovation, which is why they choose to work with the leading artisans of eyewear.


Naturally, this led them to forge relations with Japan in the late 1990s – where they knew they would get the meticulous attention to detail and the highest level of quality their frames require. Strong ties remain today, with all finishing work done in Japan and the opening of a flagship store in Tokyo.


Materials and build

Design means very little without a quality build. High-grade beta-titanium is used for DITA glasses and sunglasses, which means both lightness, flexibility, and durability. The high-quality acetate is tumbled and buffed to perfection and the components, such as hinges, are designed to be removable and replaceable – making this eyewear that is built to last.


Celebrity appeal


DITA rose to the top and continues to make waves in the film and fashion industries, emphasising their status as a luxury brand even more, and further cementing why they are only found in boutique opticians like ours.

Flight 006 – worn by Robert Downey Jr as Iron Man in the Avengers


For the eagle-eyed, you’d be able to spot DITA eyewear being worn by Robert Downey Jnr. in Iron Man, Cate Blanchett in Ocean’s 8, both Jake Gyllenhaal and Tom Holland in Spiderman: Far From Home, rapper Nas in Nicky Minaj’s Right By My Side video and Usher’s Body Language, to name but a few.


The real deal


DITA offers both the Lancier collection and the Main collection, with the latter being the highest tier and most premium available, hence why we choose to offer it in practice. With exclusive rights, we are proud to be the only opticians in Cobham that can provide our customers with the full DITA luxury collection.

You may see the name DITA elsewhere in the area, but these will be the Lancier models, which contain some sports sunglasses that are crafted with less premium materials than the Main collection.


How and why do we get exclusive rights on brands like DITA? Jeenal, our co-owner and optometrist, explains:


Why do you choose to stock independent brands like DITA?


As an independent, boutique opticians, supporting other high end independent brands like DITA is really important to us. Working with these independent brands rather than large umbrella companies that mass produce frames for multiple fashion brands has been a much better fit for us as they value craftsmanship, premium materials and even customer service just as much as we do.


We are proud to be the only authorised stockist in Cobham, of the full DITA luxury collection.


We choose our collections very carefully and work with brands that support our vision and understand the importance of having exclusivity so that we can offer customers more choice.


Why is having exclusivity on the brands you stock important to you?


When we opened our doors two and a half years ago, in a village that already had three existing opticians, we were inspired by a need to give customers more choice in a market dominated by multiples and mass-produced eyewear.


Our goal was to curate a collection of contemporary eyewear that cannot be found anywhere else in Cobham. The only way we could do that was to ensure we have exclusivity for all the brands we stock so that customers can be sure that when they come into our practice, they will find beautiful frames that they will not find anywhere else on the high street.


Some of the brands we stock such as Maybach eyewear are not actually available anywhere else in Surrey!


Book a DITA frame styling consultation

Book an appointment with us today for a free DITA styling consultation and introduction to the Main collection. We have both DITA glasses and DITA sunglasses available at our friendly and independent opticians in Cobham.

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