The luxury brand is turning heads with its super-comfortable and high-quality Dita Lancier collection, featuring advanced lens technology and uncompromising craftsmanship.
Founded in 1995, Dita reinvented eyewear by transcending its conventions, creating a discreet luxury with product ranging from bold character frames to new interpretations of timeless shapes through innovative technology. With over 25 years in design and partners at the highest levels of manufacturing, Dita’s expertise is unparalleled, earning a coveted reputation as a true leader in optical innovation. Known for its distinctive and bold designs, especially in the striking shades of gold and black, Dita stands out as a premier eyewear brand. Last year, the brand introduced the Dita Lancier collection, which captivated with its contemporary flair and effortless elegance. We present an interview with Drew Oppermann, Vice President of Dita, about the unique features that set the Dita Lancier collection apart.
Hello Drew, there is no need to introduce Dita as an eyewear brand. However, could you please tell us something about the philosophy of the luxury brand? What makes Dita products stand out?
In everything we do at Dita, we believe in individuality and disrupting the status quo. The Dita brand is a category of one and there is no compromise on our product. We only work with the best Japanese factories that have master craftsmen who pass on their exceptional and unique skills from generation to generation.
You founded Dita Lancier last year. What was your motivation?
We relaunched our Dita Lancier collection last year with two new concepts – one on the sunglass side and one on the optical side. The motivation for the collection was to launch a brand with advanced sunglass lens technology that also appeals to the consumer who wants a stylish, super-comfortable, high-quality product. We then added an exceptional optical collection that is incredibly lightweight, minimalist and fashion-forward using custom manufacturing methods and the finest materials from Japan.
How does the Dita Lancier collection differ from the classic Dita collection in terms of product design and use?
The Dita collection is strong with many bold shapes and colors, including its signature black and gold combinations on many styles. The Dita Lancier collection is trendy and lightweight with exceptional comfort, wearable shapes and earth tones.
What are some of the typical designs we see in Dita Lancier?
You will find a wide range of designs in the Dita Lancier collection. On the optical side, we have a combination of classic, fashion-forward and retro shapes in both high-quality titanium and Japanese acetate. Our sunglass collection includes a variety of navigator, aviator, modified round and square shapes using mixed materials and custom features.
Dita Lancier is also positioned in a sports environment. Which sports are you most associated with?
The Dita Lancier sunglass collection is not a sports sunglasscollection per se. Dita Lancier is an active lifestyle sunglass brand. Our proprietary sun lenses work incredibly well for a variety of activities.
A high-quality visual experience is especially important. What sets your lenses apart?
The custom color tint formulas of our sunglass lenses, combined with an extremely high quality AR coating and polarization (where applicable), make our lenses unique. The clarity and color contrast of all 3 lenses is second to none. You just have to try on a pair of Dita Lancier sunglasses to experience the difference.
You differentiate between Land, Sea and Air. What are the special features of the lenses for land activities?
Our Land lens is the best combination of full polarization and high contrast. The Dita Lancier Land lens meets the realities of everyday activities by dramatically reducing blinding glare while fully preserving natural depth perception. For road and trail environments, the brown polarized Land lens contrasts with reds, greens and yellows. Full polarization and high contrast provide increased clarity, revealing vivid colors and optimal visibility on land.
What sets the Sea category apart?
Our Sea lenses offer the ultimate in glare reduction for all water activities: beach, boating, sailing, fishing. The Dita Lancier Sea lens features fully embedded polarization technology that eliminates most reflected surface glare without sacrificing contrast in and around open water. This gray lens contrasts reds and skin tones against the blue background of the ocean and sky. It has maximum polarization.
And what about the Air category?
Our Air lenses are non-polarized for maximum contrast without compromising depth perception in all light conditions. Not only are these lenses great for hiking, skiing and mountaineering, they are also great for pilots who cannot wear polarized lenses. The improved contrast and depth perception make them the best choice for any ball hitting sport such as golf, handball or tennis.
What material do you prefer? Is there a material difference between sunglasses and optical glasses?
Actually, we don’t differentiate too much between optical and sun in terms of materials. All Dita Lancier metals in both the optical and sun collections are high quality titanium. We use Japanese acetates in both, which are cured longer than standard acetates. This allows the acetate to be thinner without breaking and to withstand more extreme temperatures without deforming. The only difference is that only our Sun collection uses a super lightweight nylon material for the more athletic sunglasses.
Source: Spectr
March 2024