The history of DITA
by Mathias Stering on Sep 07, 2022
DITA was founded by childhood friends Jeff Solorio and John Juniper who grew up in Laguna Beach, just south of Los Angeles. After freelancing together on several projects, it became obvious to them that the two complemented each other in an exceptional way. In 1995, they took the step themselves and created an eyewear brand inspired by the old Hollywood glamor to give vent to their graphic and stylistic passion.
Today, DITA is hailed as one of the most exclusive eyewear brands on the market with its elegant, classic and minimalist but at the same time challenging and daring design language. DITA's design and quality revolutionized fashion in the optical industry and strongly contributed to the transition from an accessory to a luxury product. DITA's collections are characterized even today by a downright unbeatable craftsmanship. All frames are made by hand in Japan, and from the best possible materials such as titanium, 18K gold, white yellow and Japanese zyl acetate.
If you look at DITA's arches, you quickly see the lack of both large visible names or logos. This was an early design choice Jeff and John made as their idea is to let the arch be the focus before the distraction of a name. Exactly according to their hopes, you can both see and feel the difference in the craftsmanship on their bows and the majority of other competitors' products.